More findable on the Internet? This can be achieved in several ways. One option is to use sitelinks. What are sitelinks and how exactly do they work? This page addresses all these questions and gives you advice.

What are sitelinks?

Sitelinks are sub links that come up in a search: they show multiple URLs of your website and therefore offer more visibility of a website or page. This can be done for free, or for a fee.(1)

How sitelinks work

Sitelinks allow multiple links to come up in a search. You yourself have no control over the organic sitelinks a search engine displays. Organic sitelinks involve free links that you don’t have to do anything for. So it is potentially nice if there are multiple links visible that lead to your website. This is often the case with branded terms.

Furthermore, it is possible to deploy paid search results: in this case, for a fee, you do have influence over the sitelinks that are visible.

The impact of sitelinks on SEO

Sitelinks definitely impact SEO, especially when they are paid links over which you have complete control. Showing multiple links increases the visibility of your website: therefore, users are more likely to click on them.

It’s completely nice when a search engine shows these search results organically. But this chance is small, and besides, you don’t always have a say in the results.(2)

My advice

I recommend using sitelinks that you pay for when there is competition on your branded terms. This can be arranged through Google Ads: it is possible here to add extensions that make you even more visible. Note, however, if you have a high CPC on your branded terms and you have no competitors who are also on this, I would not always recommend this.


  1. Create and edit components for sitelinks – Google Ads Help. (s.d.).
  2. Learn About What Sitelinks Are | Google Search Central | Documentation | Google for Developers. (s.d.). Google For Developers.

Frequently Asked Questions

What are Sitelinks?

You can show sub-links when a user searches. These are also called Sitelinks. These display multiple URLs of your website, and make you even more visible.

What is the impact of Sitelinks on SEO?

There is definitely an impact on SEO. Displaying these links makes you more visible. Especially when it comes to paid sitelinks. This is where you have complete control. Then you can be sure they will be shown and will potentially lead to more traffic to your site.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
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I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 26 April 2024. The last update of this article was on 12 June 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.