Sitelinks are a Google AdWords staple. They take users to specific pages within your site, allowing searchers to find exactly what they’re looking for. I’ve always been a big fan of them for a number of reasons; dealerships who use sitelinks take-up more ad space, and more importantly, sitelinks allow dealers to precisely focus their ads.
Recently, Google updated their sitelinks for mobile devices to allow double the number of links—now you can have as many as eight. With more links available, you can have an even more targeted approach for specific pages or products. And if you’d like to get the most out of this new update, use these links to provide searchers with shortcuts to high-converting pages or product-specific landing pages.
On top of allowing more links, the design of sitelinks on mobile browsers has changed. Dubbed by Google as, “Tappable Sitelinks,” links are now seen in a carousel format that allows for left-to-right swiping and easy tapping—a friendlier design that all mobile users will be happy to see. Before this update, users dealt with cut-off text and non-interactive links on mobile devices.
This sitelinks improvement is a win-win for both sides, since searchers can now easily find the content they are looking for, and you can draw attention to more targeted landing pages and products. All dealers should take the time to consider exactly what pages they would like to spotlight. As I mentioned before, you’ll want to place a special emphasis on your highest converting pages, but I would also suggest that you focus on pages like New Inventory, Used Inventory, Specials, and Services. If you want to step outside of the box, you can experiment by running some model-specific ads with sitelinks that filter out those particular models. You can also prioritize your Service Center with service-specific ads, matched with various service-focused sitelinks. This will encourage you to create more service content and your fixed ops department will love the results!
Author: Shaun Raines
Shaun Raines is an Internet car guy and the VP of Business Development at DealerOn. His 25 years of automotive experience includes helping the Reynolds teams that launched Microsoft’s CarPoint.com, CarsDirect Connect, Yahoo Autos, Automark Websites and Reynolds Web Solutions. Before joining the DealerOn family, Shaun was the Director of Automotive for ReachLocal and Executive Director of Dealer Relations at DrivingSales. His unique blend of humor and automotive experience has made him a sought-after speaker at industry events and 20 Groups.