How to Properly Use Sitelink Extensions #ThursdayTips

If you’re not new to Google AdWords, then you know about sitelink extensions. If you have never heard of it, you have probably seen samples already and don’t know it yet.

Sitelink extensions are those extra two to six links that appear below text ads in search engine results, four if you’re using mobile. They lead to more specific site pages owners would like searchers to visit. They maybe links to the products page, contact page, store hours, any page they have identified as likely to entice visitors.

These extensions can help boost website ranking and, therefore, the business. There is always a right and wrong way to do it, but why not stick to the best?

Best Practices in Sitelink Extensions Setup

Businesses like yours will do well maximizing advertising services by following these practical tips:

  1. Keep it brief. There is a limit to the number of characters to use, which is 25, but 12 for languages which characters take up more space (Japanese, Korean, Chinese, etc.). Do this so your texts do not get cut. Less is more, that’s the key. People don’t have to wonder what it is they are missing. The shorter (but clear) the links, the more links you get to exhibit at the SERPs.

  1. Use space wisely. Make your 25 characters count by making sure users can quickly get a grasp of what it is you are linking to. It has to be connected to your chosen landing page, so choose the right words and the right pages to link to. Refer to the navigation bars for ideas.

  1. Avoid the restrictions. To avoid getting your links disapproved, it is relevant to follow the policies:

        • Each sitelink must have a different name.

        • Link URLs should be no more than 2048 characters.

        • Download links are forbidden.

        • Leave punctuation marks and symbols out of link texts.

        • Keyword insertions are not allowed.

        • No adult or non-family contents anywhere, please.

        • Tread lightly when using trademarks and refer to specific policies on this.

  1. No sitelinks are the same. Regardless of whether they belong to the same campaign or ad group, no two sitelinks should share the same landing page and/or contents with each other, not even with that of the ad itself. Not only is it redundant, but you miss the chance to show them whatever else your site’s got. The rule is, “unique contents, all the time”.

  2. Write good descriptions. Help searchers understand your links further. While they do not affect the number of links, still, be concise but clear in explaining what the pages are about. Meanwhile, third-party links are allowed, as long as they remain properly descriptive, e.g. “Follow us on Facebook”. There is no room for misinterpretation.

Be mindful of all these best practices and lessen chances of ads being disapproved, sitelinks not showing, domains being disabled and, worst, your whole account getting suspended. It certainly is not worth all the trouble. So remember to always play by the rules and you’ll never go wrong.