Google is testing out a new feature that will allow users to expand sitelinks in mobile search results. Currently, mobile users are able to click on any of the pre-chosen sitelinks in search results, but the functionality pretty much ends there. With this new feature, mobile users can tap a down arrow to expand the list of sitelinks, and tap an up arrow to close the list. While this is a seemingly small update, it could be beneficial for websites with a large number of pages. The more links you can display, especially if you’re the top result for a given keyword, the more likely it is that users will click on one of your links.
The update would provide mobile users with additional links to select from, while not taking up too much landscape.
Can I decide which sitelinks appear in search results?
Sort of. In Google Webmaster Tools, you can submit URLs of sitelinks you personally believe would make sense for your website. However, unsurprisingly, it is ultimately up to Google which sitelinks to display in search results. The exception to this rule is Google AdWords, which allows advertisers to designate which sitelinks to display below ads. The update seems to only apply to organic results at this time.
You can further increase the odds of Google selecting a particular page as a sitelink by following other SEO best practices. Ensure that the page title and meta description of that particular page are both optimal, as well as re-reading and, if necessary, re-writing the content on that page. Using header tags to prioritze page content doesn’t hurt, either.
What does this mean for SEO?
Unless you’ve been living under a rock, or just aren’t that tuned in to the world of SEO, this change reflects Google’s continued dedication towards making its mobile UX as seamless as possible. Whereas past years have focused on content and/or links, 2015 has been the year of mobile. Although “Mobilegeddon” was somewhat of a letdown, having a mobile-friendly website still plays an extremely important role in increasingly conversions. In almost every SEO decision you make, you should consider its impact on mobile search results and conversions.