Google Rich Snippets and Sitelinks

If you are interested in internet marketing and website optimization, you are certainly no stranger to this concept. In today’s article, we will introduce these Google snippets and sitelinks.

Both (both Google Rich Snippets and Sitelinks) help users find exactly what they’re looking for in search results. Due to the additional information that appears on your site in search results, they evoke more trust from the user’s point of view, or they can direct him to a specific specific subpage of your site.

This increases the click-through rate (CTR).

Google Rich Snippets

Google Rich Snippets – “structured snippets”. They enrich our link in search results with additional information that might be of interest to the user who entered the search query.

As webmasters, we may influence these structured snippets. This is done by placing the necessary tags in the HTML code of the website. At the same time, three options are recognized and perceived:

  • microdata
  • microformats
  • RDFa

All three methods are acceptable and differ in the way the code is written into the source code of the site. And they all try to explain to the machine (search engine) what the content on the page is about.

Google can recognize a wide range of “things” that can be further specified (such as product rating, date of the next concert, songs in the album, etc.). . You can also find an explanation of why and how to use this microdata at

A typical snippet that you should have on your website (in case you are writing a blog) is authorship. Your photo, name, and a link to your next job will then appear on your site in search results. We will talk about how to set up authorship correctly in the next article. I also want to focus on displaying events in search results (such as the terms Internet Marketing Events). But about that later :).

Snippets do not appear immediately after they are set up. I have set up authorship on my sites, according to a test tool from Google, everything is set up correctly, but the authorship is still not displayed.

Google Sitelinks

Sitelinks are simply other links that appear on your site in search results. This way, the visitor can click directly on the subpage of your site that interests them.

Sitelinks are also great from the point of view that your link takes up more space among the search results, so it will again move the competition a bit lower, out of the user’s reach.

The bad news about Google Rich Snippets is that we have no control over sitelinks in organic (natural) search results. There is nothing more we can do than build and maintain a quality website. I’ve been rummaging through this a lot in the last few days, but I haven’t found any clear instructions on how to influence sitelinks. Just a lot of assumptions and instructions that are meaningless. However, we can disable specific sitelinks using Google Webmaster Tools (if we don’t want a subpage of the site to appear among the sitelinks, we can disable it).

And how are sitelines generated? How to embed sitelinks on the web?

As I mentioned above, sitelinks simply can’t be set to appear in search results. Sitelinks are generated completely automatically by Google and also randomly. Okay, not randomly, but it’s changing – for example, for the same question, I got 3 different variants of sitelinks in 4 cases. It will not be accidental, but it will again be based on some secret algorithm. According to Matt Cutts, sitelines are generated based on a query that the user is searching for.

Even the title texts are not unambiguous – some claim that it depends on the url address, others that on the title or titleā€¦ The truth is that no one knows for sure and in some cases the title was displayed to me as the sitelink text, other times the url address. It will quite possibly be based on how the page looks to the outside, ie what anchor texts link to it.

Based on what I’ve observed from Google Analytics and how sitelinks appear in search results, my view is that Google underscores the most visited pages and the pages where visitors spend the most time.

The basis is a quality structure of the website, appropriate linking and formatting of the entire website, so that Google can apply its algorithm.

What is your experience with Google Rich Snippets and Sitelinks? Do you have any experiences or observations that could supplement / enrich this article? Share with us in the comments.

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