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BizReport : Search Marketing : March 24, 2010

Optimize your Google Sitelinks

Sitelinks can be powerful drivers of traffic. They enhance top listings on Google by including additional links to various destinations within a website. But do your Sitelinks accurately reflect what you want consumers to see?

by Helen Leggatt

Have you ever checked your Google Sitelinks to ensure that the pages being displayed are available, up-to-date and the ones you want emphasized to searchers? Sitelinks typically appear on highly relevant searches, often for well-established sites, that also have clean, keyword-rich URLs.

However, links selected to appear as Sitelinks on Google search engine results pages (SERPs) are done so automatically. That means that links chosen by the algorithms may not be the ones you want to promote. There have been instances of Sitelinks linking to exit pages or check-out messages, so it pays to keep an eye on what Google is serving up.

Did you know you can manage which links are displayed as Sitelinks? Using Webmaster Tools it is possible to block the sites you don't want to appear in Google search results and tighten up your search offering.

This is how to block a Sitelink:

1.On the Webmaster Tools Home page, click the site you want.

2. Under "site configuration", click Sitelinks. If Sitelink information is available for your site it will be displayed.

3.Click "block" next to the Sitelink you want to remove.

Tags: Google, search marketing, SERPs, Sitelinks

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