How to Properly Use Sitelinks
Let’s kick things off with the basics. When you search for a brand or website on Google and you see one main result followed by a row or grid of smaller links underneath it, those extra links are sitelinks. They’re additional internal pages from the same domain, clustered under a single search result (Google for Developers)
In more detail:
From the official Google Search Central definition: “Sitelinks are links from the same domain that are clustered together under a text result. Our systems analyse the link structure of your site to find shortcuts” (Google for Developers).
Diving into paid ads territory: in Google Ads these are called sitelink assets (or sitelink extensions) and they allow advertisers to show extra clickable links beneath their ad which point to specific pages of their website (Google Help).
So, whether organic or paid, the concept is the same: you’re giving users more options right from Search Results Page (SERP), making it easier (and faster) for them to get to relevant pages.
Organic vs Paid Sitelinks – quick breakdown
Organic sitelinks: These are generated automatically by Google’s algorithm for your site when the structure is strong, and Google thinks the extra links will help users. You can’t pick exactly which pages will appear (Google for Developers)
Paid sitelinks / sitelink extensions: You, as the advertiser, set them up under your Google Ads account (link text, destination URLs, optional descriptions). Google still chooses which ones show and when, but you have more control (Search Engine Land).
Why care about them?
They help your listing take up more “real estate” on Google’s SERP, pushing down competitors (Kinsta)
They improve user experience: by directing people straight to the page they want (rather than making them click through the homepage and then browse) (Digitally Chee).
They can boost click-through rate (CTR) because you’re offering more relevant entry points (Kinsta).
Should You Use Sitelinks?
Short answer: yes! Here’s what the “should you” decision looks like, plus what you must be careful about.
Arguments for using them
If you’re running ads → definitely use sitelink extensions. They’re relatively easy to set up and can add value. For example, Google recommends at least six sitelinks with descriptions for high-volume campaigns (Google Help)
If you have a clear, well-structured website with important internal pages (services, pricing, about us, blog, etc.) you want visible, it helps your organic presence. A logical site structure is one of the influencing factors for organic sitelinks (Google for Developers).
Gives you an “arms race” advantage: if you’re showing up for brand terms (or navigational searches) and have sitelinks, you dominate the SERP visually and functionally.
Things you must be cautious about
For organic sitelinks: you cannot guarantee which pages Google picks, or even that sitelinks will show at all. Google states: “We only show sitelinks for results when we think they’ll be useful to the user. If the structure of your site doesn’t allow our algorithms to find good sitelinks … we won’t show them.” Google for Developers
For paid sitelink extensions: you still get charged for clicks via these links just like you’d be charged for the main ad headline — so they still need to convert or at least be relevant (Search Engine Land).
Duplication, irrelevant links, messy titles, bad structure, these kill your chances of sitelinks showing or performing. For example, good practice says keep titles informative, headings concise, avoid repetitions (Google for Developers)
Best practices to follow
For website structure (organic): Ensure titles and headings are clear, relevant, compact. Anchor text internal links should be meaningful. Build a logical hierarchy (Google for Developers).
For Google Ads sitelinks: Use a mix of sitelinks (not all salesy), descriptions where possible, monitor performance. For instance: “use a variety: product page, lead page, educational page …” (Search Engine Journal)
Keep sitelink text short and punchy (for ads). For example, shorter link copy is linked to better performance (Wordstream)
Limit clutter, too many options can overwhelm. One source suggests 4-6 sitelinks are ideal (Adsbot).
If you see unwanted pages showing as organic sitelinks (e.g., outdated content) you can remove them by noindexor deleting (Aubrey Yung).
Current updates to be aware of
The “sitelinks search box” (a little search box under your sitelinks allowing users to search within your site from search results) has been deprecated by Google as of 21 November 2024. Important if you had that implemented, you can relax (Schema App Solutions)
So this doesn’t affect standard sitelinks, just the specific search-box version. Good to know so you don’t waste effort on a dead feature.
Overall thoughts
Sitelinks (both organic and paid) are a powerful addition to your SEO and paid-search toolkit. For organic search, they manifest as extra internal links beneath your main brand listing on Google, giving users shortcuts into key pages of your site. For paid search, via Google Ads, they appear as extra links under your ad, pointing to specific landing pages you select.
You should absolutely consider using sitelinks if: you run ads (so sitelink extensions make sense), or you have a website with multiple meaningful internal pages and you want to maximise your presence for brand or navigational queries. But don’t expect guaranteed control over organic sitelinks, instead focus on creating the right conditions (clear structure, relevant titles, solid internal linking).
For paid sitelinks, ensure you: pick relevant destinations, monitor performance, vary your link types (not all one-tone), keep text concise. Also, stay current: features like the sitelinks search box are gone, so don’t waste time on them.
At Dadek Digital, we help you audit your site structure and internal linking to improve organic sitelink chances and build, deploy and optimise sitelink extensions in Google Ads so your campaigns are firing on all cylinders.