Is it possible to customize sitelinks on Google search results? How do sitelinks work?
If you are talking about sitelinks in paid searches, then yes, you can customize sitelink extensions on Google AdWords by enabling the sitelinks option. But, if it is for organic searches, it is not possible to customize sitelink extensions. In both cases, organic and paid, there is no guarantee that you will get sitelink extensions on your SERP results.
But, you must know that there are 3 types of sitelink extensions- links with text, links with description and links with images also known as visual sitelinks.
There is no way that you can instruct Google to show sitelinks along with your SERP results. If you work hard and genuinely, there are chances that you may get sitelink extensions. Sitelinks increase the CTR and the conversion rate.
Other than the SERP result title, you get some additional options of getting clicks. Searchers may not be interested in visiting the main page of the website. But, some inner webpages may interest them, and they click on those links. This is how sitelinks work. Here is the Google guideline for sitelinks:
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, or we don’t think that the sitelinks for your site are relevant for the user’s query, we won’t show them.
At the moment, sitelinks are automated. We’re always working to improve our sitelinks algorithms, and we may incorporate webmaster input in the future. There are best practices you can follow, however, to improve the quality of your sitelinks. For example, for your site’s internal links, make sure you use anchor text and alt text that’s informative, compact, and avoids repetition.
If you think that a sitelink URL is inappropriate or incorrect, you can demote it. Demoting a URL for a sitelink tells Google that you don’t consider this URL a good sitelink candidate for a specific page on your site. Google doesn’t guarantee that demoted URLs will never appear as a sitelink, but we do consider a demotion a strong hint that we’ll try to honor when generating sitelinks.
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