Sitelinks are awesome; they really help improve CTR and CVR by deep linking searchers to the most relevant page on your website. Enhanced site links are even better but what happens when they disappear?
What is it?
Enhanced Sitelinks were announced back in February 2012 and append additional information to your existing sitelinks. Google grabs this information from various ads in your adwords account
Why is it cool?
In some of our tests we’ve seen big increases in both CTR and CVR.
Why is it NOT cool?
Testing new site links becomes a bit tricky. If you’re used to testing new ideas on a regular basis just be careful if you’re enjoying an uplift because of enhanced sitelinks. Google only crawls to match enhanced sitelinks every two weeks. If you aren’t set up properly you could lose that extra information and associated CTR whilst waiting for the next crawl.
This is also a problem for ecommerce if you are continually changing your links for promotions.
The best work around we’ve found is to load up on your sitelinks. If you have the maximum 10 in your account it gives you a bit of flexibility around testing. Only four will show so when you have enough data you can delete some of the poorer performing sitelinks and replace straight away. That way you always have at least 6 links with matched enhanced information.
Something else we’re pushing for is pausing sitelinks instead of having to delete them we think this will give us much more flexibility for testing and promotions.
If you want more info on sitelinks, give us a call or try Google support.