Sorry this site requires JavaScript to be enabled in your browser. See the following guide on How to enable JavaScript in Internet Explorer, Netscape, Firefox and Safari. Alternatively you may be blocking JavaScript with an advert-related or developer plugin. Please check your browser plugins.

After a couple months of testing, Google has just formally rolled out a new sitelink display. It shows 12 sitelinks under the main listing and pretty much dominates the above-the-fold screen real estate. In our "Discussion of the Week," we want to hear your opinions on the potential impacts of this dramatic change to certain search results. Is this good for users? Does it impact online reputation management? Does it favor recognizable brands without giving the same exposure opportunity to smaller companies/sites? The floor is open.
Comments16 Comments  

Comments

Avatar Administrator
from MattMcGee 1069 Days ago #
Votes: 0

If you're not sure what this is referring to, here's Google's official announcement:

http://insidesearch.blogspot.com/2011/08/evolution-of-sitelinks-expanded-and.html

And here's SearchEngineLand's article about it:

http://searchengineland.com/official-google-sitelinks-expands-to-12-pack-89555



Avatar Moderator
from incrediblehelp 1069 Days ago #
Votes: 0

If your not the actual "brand" website dont ever expect to get traffic for another brands term again.  Man those suckers take up a lot of space on the SERP.



Avatar Moderator
from Jill 1069 Days ago #
Votes: 3

If they show up only for Brand terms, I'm okay with it. But sometimes sitelinks show up for non-brand terms, just because a site is number 1 in the rankings.

That's bad enough (for the competitors), but to have them totally dominate the page when it's not a brand term is pretty sucky.





Avatar
from SearchBuzz 1069 Days ago #
Votes: 0

I agree 100% with Jill's comment:

Branded Search Query = Nice Feature

Non-Branded Seach Term =  Google practically shuts the door on all other organic listing.


I have yet to see that be the case.






Avatar Moderator
from JulieJoyce 1069 Days ago #
Votes: 0

I think we'll see a redistribution of the traffic for brand pages, with some subpages getting more initial hits than the home page. That could potentially help with deep linking efforts I imagine but maybe I'm just being overly optimistic. For brands it's great, but like Jill says, if this starts showing up for non-brand searches, I think it has the potential to steal lots of traffic from smaller guys.



Avatar Moderator
from hugoguzman 1069 Days ago #
Votes: 1

More revenue for Google via affiliates and other non-big-brand entities that want to get share of voice (e.g. above the fold on the first page) via Google for brand keywords and can no longer do so via organic results.



Avatar Moderator
from Jill 1069 Days ago #
Votes: 0

Scary thought: What if Google starts to offer those sitelinks for non-branded terms for a fee?


I suppose they sort of do this already with sitelinks in Adwords. Watch them start to make those a lot larger.



Avatar Moderator
from Realicity 1069 Days ago #
Votes: 0

I like the idea of these for purely branded searches, but hate the short text descriptions under the links.  I just find that small snippet mostly useless for determining which link to choose.



Avatar Moderator
from ajkohn2001 1069 Days ago #
Votes: 0

From what I can tell the new supersized sitelinks come with a different algorithm. Some sites still get the regular sitelinks while others get supersized.

I'm thinking this is similar to Instant Pages where Google believes there is high confidence that the search is for that specific brand.

So, we'll have to keep track of the accuracy of the supersize links algorithm. If it begins to return these for non-branded queries I'd certainly be concerned. Thus far I haven't seen much, if any, of that.

In other ways, this also takes a bit of the shine off of reputation management services. How much bad mojo for some of these brands was just kicked down the page?



Avatar
from SEOhMy 1069 Days ago #
Votes: 0

It's interesting how part fo a brand name can bring up a listing with a smaller number of sitelinks than the full brand name, such as searching for "ally" (6 sitelinks) and then for "ally bank" (12 sitelinks). Or even better: "ashley" (6 sitelinks), "ashley furniture" (8 sitelinks), or "ashley furniture homestore" (4 sitelinks).

The number of sitelinks will definitely change around for the next month or two, then we should have a better understanding of what the longer term forecast will be for these listing enhancements.



Avatar
from seotheory 1069 Days ago #
Votes: 1

But, but, they're so UGLY!


Hey, Google -- can I have some more?



Avatar
from CKunz 1069 Days ago #
Votes: 0

I agree with Jill and SearchBuzz. If someone is looking for a special brand (or a special point of interest like a museum), it' s ok to concentrate on one website beacause with high probability the user is looking for exactly this one.

In all the other cases there will be an unnecessary bias towards the big ones that are already in front.



Avatar
from BeantownSEO 1068 Days ago #
Votes: 0

I do a lot of personal SEO work in the travel space, and something I noticed made me question how Google will determine what constitutes a branded search. I did a search on Google for "Colorado National Monument" - I have a video that I created and I was checking to see how it was doing visibility wise.....what I saw was that the National Park Service's website, nps.gov, was being considered by Google as the "brand" for the search, and it was displaying sitelinks for the Colorado National Monument section within the nps.gov website. Now is the colorado national monument a branded search? Hardly........slippery slope here. All of the traditional travel websites, like tripadvisor, travel.yahoo, etc., were well below all of these sitelinks.



Avatar
from St0n3y 1068 Days ago #
Votes: 0

From a usability perspective, I'm not a fan. I spent way too much time reading the 12-pack only to realize that the information I was looking for wasn't listed. I clicked on the main listing and used the navigation to quickly find what I wanted. I guess this is good if Google happens to show what someone ultimately wants, but it sure takes a lot of visual time to look at each of those. Maybe it's just the format, but for now, I'd rather go to the site to find the page I want.



Avatar
from adamas 1067 Days ago #
Votes: 0

this is good for old website or sites own a high reputation..if your site is new,then the sitelink may not show up!!!



Avatar
from joeyoungblood 1063 Days ago #
Votes: 0

are you seeing variations? i wrote about this a few days ago. here's my take in full:

http://www.daniweb.com/internet-marketing/promotion-and-marketing-plans/threads/378324


my take in a nutshell: it makes mass media semi-relevant again as brands stand to gain anywhere from 70% to 100% more traffic from these searches. also not everyone gets 12 (likely based on volume like suggest/instant) so driving searches to the terms to get to the 12 is a good option for many small businesses.



Upcoming Conferences

Search Marketing ExpoSearch Engine Land produces SMX, the Search Marketing Expo conference series. SMX events deliver the most comprehensive educational and networking experiences - whether you're just starting in search marketing or you're a seasoned expert.



Join us at an upcoming SMX event: