Most websites out there are in a rush to try and get to the top of the search engine rankings. Yet, precious few pay attention to the actual search engine results page (SERP) people see when they search for the keywords related to the website. This is where Google Sitelinks come into play. For those of you who are not familiar with Sitelinks, they are the links within a site that are displayed below its listing on the SERP. Thus, the more Sitelinks your website has, the more it will occupy Google SERP. Needless to say, a website with more Sitelinks has a better chance of being clicked on because of the page space it takes up.
The great thing about Sitelinks is that they enable the users to get an idea of what the website is about and the pages included within. Plus, they also have the option of clicking through to the specific page they want to visit rather than opening up the main page first and making their way through the website. You can enhance the efficacy of the links within your website displayed in the search results through Google microformats. As you may know, the microformats are a tool you use to describe what a certain web page is about. Combine the Sitelinks and microformats and you have a great chance of occupying SERP.
What Sitelinks Do for Your Website
Google is constantly evolving its algorithms in a bid to make the user experience even better. They want to be able to direct users to the relevant pages they are searching for and using Sitelinks is a major step towards making sure of that. So, which are the websites that Google considers worthy enough to add internal links below its listing in the search results? This is where it all gets very interesting for you. Generally, the websites Google displays internal links for are considered to be of a high value and usually enjoy a high traffic as well.
What this means is that if you want your SERP listing to have links within your website displayed below, you need to improve the quality of your website. One of the surefire ways to do that is through optimizing the pages for the most relevant keywords. Use SEMrush to discover the best keywords you can use for optimizing your website to give yourself the best chance of making it to the top of the search engine rankings. While this takes care of your position in the search engine results, it also leads to an improvement of your website’s value in the eyes of Google.
Once Google has deemed your website worthy of being considered high value, its bots start crawling into your website and carrying out internal tracking. This is a means used by Google to find the most relevant and high value pages on your website. This is how Google is able to display a comprehensive rich snippet for your website whenever a search is conducted for any of the relevant keywords your site has been optimized for. You can use an online rich snippet testing tool to determine the quality of your listings and Sitelinks.
How Microformats Work
Next up are the Google microformats. Though they are quite different to the Sitelinks, the purpose they have for your website remains the same. You can use them to drive more traffic to your website and the pages contained within. Sitelinks enable you to display the content of your website in a better way on the search engine results. Microformats further build on that by enabling you to control the rich snippets that are displayed from your website.
Technically, the microformats are HTML conventions that allow you to describe what a certain web page is about. When the different pages and their links are displayed on Google, the microformats provide a more in-depth idea of what their theme is. They can be used to describe the product the page is about or the business it is for. You can also specify if the page in consideration features product reviews. What you need to do is use microformats and Sitelinks in combination to give yourself the best shot at driving more traffic to your website.