For any ecommerce SEO strategy, building and earning links is essential to earn top keyword rankings.
Without an arsenal of blogs and link building resources, it's not easy to generate link popularity for your ecommerce site.
It's time to get your creative juices flowing and start brainstorming ways to naturally earn links back to your website.
Below are five creative link building (and earning) tips to empower your off-page ecommerce SEO strategy.
1. Construct a Creative Content Marketing Strategy
The best way to naturally earn quality links back to your ecommerce site is content marketing. That is, produce, publish, and promote brilliant content that earns the favor of your audience. Content that earns social favor will typically garner a natural influx of links.
Be creative in the content you produce and share. Product profiles and reviews are an ideal form of link bait for ecommerce SEO. And beyond write-ups and blogs post, a short video or insightful graphic can be the most engaging form of content.
Parallel to creating content that's creative and compelling, ensuring that your content gets exposure is equally as important. Social media plays a pivotal role in getting your content in front of the right people.
2. Be as Social as Possible
Having a strong social media presence can help maximize your content marketing and link earning potential.
In short, the more people who engage with your content, the more likely your content will be shared and linked-to.
Three of the most powerful social media platforms for ecommerce SEO are Google+, Facebook, and Twitter. Not only do these platforms facilitate sharing and link earning potential, but the likes, tweets, and +1's (social signals) that are earned can help increase the content's ranking potential.
Social media is a powerful tool that should be used in conjunction with SEO and link building. If your ecommerce brand is fresh on the social scene, start reaching out and connecting with various communities. You can leverage Facebook's ad platform to rack-up more likes to your page, or create an organic social media strategy to help grow your following. Although the gratification will not be instantaneous, the long-term rewards of building social authority can indeed help your overall SEO strategy.
3. Incentivize with Contests & Giveaways
An amazing way for your ecommerce brand to get popular is to put on a contest or sweepstakes giveaway that draws the attention of your target audience. Again social media can help immensely in promoting such offers. And once known to your audience, a contest can help garner links back to your website.
Beyond a link earning context, be sure that participants opt-in to the contest via email, social media platform (by "liking" or "following" your page,) or both. This way you can take advantage of growing your contact list for future ecommerce marketing efforts.
4. Produce Link Bait-able Content
Link bait is purely awesome content that people like, and link to. Similar to constructing a creative content marketing strategy, think of publishing something super inspiring that instills that 'ah ha' moment in your audience.
Some of the most link bait-able forms of content are:
- Product reviews and feature profiles (especially in the form of video)
- Infographics that are very relevant (and fun) for your target audience
- Unbiased, customer-generated reviews on product pages
- How-to articles and blog posts for self-enhancement
- Interactive applications and games
- Coupons, deals, and other creative buying incentives
5. Use Link Anchor Text Creatively
Although link earning is the best way to establish greater off-page authority for SEO, manual link building is still an effective practice. However after Google's Penguin attack on over-optimized anchor text, it's now important to diversify anchor text to appear more natural.
Mix it up and be creative with your link anchor text. Choose descriptive anchor text (over "generic anchor text") for your links, and be empathetic from the perspective of your readers. Of course some degree of keyword relevancy is important for SEO; however, be well-balanced and avoid using exact phrase match anchor text more than 30-40% of the time.
About the Author
Tyler Tafelsky offers over five years of experience in the organic SEO profession. He is an ecommerce SEO specialist here at Click Centric SEO and offers expertise in strategy development, content creation, and consulting programs. You can email him directly at Tyler(at)clickcentricseo.com or Follow him on Twitter.
In most cases with SEO, it's the big moves that make a difference. And although it's important to commit to a long-term SEO strategy (especially for ecommerce,) small moves help to bolster the grand, long-term effort.
Although the quick and easy SEO methods of the past are obsolete and avoided today, there's still quick moves that you can make to progress your SEO efforts. Kevin Gibbons defines these as "small wins" in a brilliant article published at SEOmoz.com.
Kevin breaks-down a grand list of 96 "small wins" into categories of:
- Research and Analysis Wins
- Google+ and Authorship Wins
- Events and Sponsorship Wins
- Content Strategy and Planning Wins
- Relationship Building Wins
- Content Production Wins
- Comment Marketing Wins
- Local Wins
- Blogger Outreach Wins
- Penguin and Panda Penalty Review Wins
- On-Site Optimization Wins
- Productivity Wins
- Link Removal Wins
- Link Reclamation Wins
- Competitive Analysis Wins
- Public Relations Wins
- Technical Wins
- Analytics and Measurement Wins
With this list, SEO and Internet marketers can really focus on improving their weaknesses. For instance, if you need to freshen-up on the technical end of ecommerce SEO, there's a nice section dedicated to that.
This totally awesome resource at SEOmoz.com is of immense value and should be bookmarked on your browser. For those of you who do ecommerce SEO, it's the "small wins" that make up a majority of our efforts.
There's countless online marketers and SEO enthusiasts trying to reveal the best ecommerce SEO strategy. Well, my friend, I know what that SEO strategy is. And I will share it with you.
First, you must know precisely what "it" is. From dry SEO perspective, "it" is simply your keyword target. But from an ecommerce perspective, "it" is most likely a product or brand that your online store offers.
"It" is what you want to rank for in the organic search results. To prove your website is worthy of such top rankings, you must produce quality content about "it."
Defining the Best Content to Showcase "It"
That doesn't necessarily mean write one of those keyword-stuffed "doorway" pages that are specifically designed for SEO. We don't want any of that content, and neither do your visitors.
Instead, you have to get creative and determine the best forms of content to showcase "it."
The idea is produce content that offers value, insight, education, and/or enlightenment for your target audience.
In short, you need to create valuable and meaningful content that is socially liked, appreciated, and shared throughout the web.
Yes, this purpose for this content is for real people (and not just the search engines.) Envision the outcome of your brilliant content as something super interesting that goes seriously viral. So long as your content is somewhat optimized for search (withholds some degree of keyword relevancy,) the social authority it earns will make it rank naturally in the search results.
So what are some the best forms of content for your ecommerce SEO (content marketing) strategy?
- Articles and Blog Posts - Writing insightful articles and blog posts is easily done in house. What's nice is that these forms of text-based content can be on the same website or domain, making it easy for readers to browse around your ecommerce store after taking-in your wonderful post.
- Videos - Producing videos are a great way to engage your audience. Some of the best videos for an ecommerce SEO strategy are product reviews and highlights. Seek to educate your audience and they'll trust you more as a store to buy from.
- Images and Graphics - A very easy form of content to produce (especially if you have a graphic designer on hand) are images and graphics. They are also very engaging and can instill all kinds of emotions in your audience. Infographics are also cool, but require a lot more planning.
Why Content Marketing is the Best SEO Strategy for Ecommerce
Proving you know a lot about "it" shapes the level of credibility, trust, and value your audience sees in your ecommerce brand. For ecommerce SEO, producing and sharing content about "it" makes your website more relevant on "it."
If your content is widely accepted and goes socially viral, your potential for search exposure will be much greater for keywords about "it"
This whole ecommerce SEO strategy is purely a content marketing strategy. The fact of the matter is, content marketing can help your ecommerce band in multiple ways.
From brand building and public relations to inbound marketing and SEO, the advantages are vast when you produce and share superb content. The underlying focus is to ensure that your content marketing as a very clear and well-defined purpose.
About the Author
Tyler Tafelsky has over five years of experience as an organic SEO expert. Tyler is highly engaged in social media and content marketing, and advocates these channels as essential components for SEO. You can learn more by connecting with Tyler on Google+, or following Tyler on Twitter.
Content marketing on the Web is evolving the practices of SEO and Internet marketing.
As a result, almost any online business or brand can benefit from creating a content marketing strategy, especially for ecommerce.
The objective behind content marketing is to produce (and share) exceptional content (articles, videos, images, graphics, etc.) in an effort to gain the favor a targeted audience or consumer-base.
Great content can inspire, motivate, and instill loyalty, trust, and confidence in consumers. This can be highly advantageous in a competitive online marketplace.
To help get your creative juices flowing, below I share with you my simple, 3-step process of creating an ecommerce content marketing strategy.
1. Have a Clear, Well-Defined Purpose
Although it's important to have a clear purpose for any strategy, this aspect often gets overlooked amongst content creators.
I personally believe this is because some writers over-obsess about keyword relevancy (to aid their SEO efforts,) or they’re simply in a hurry to finish their content as quickly as possible.
The success of a content marketing strategy will almost always hinge on quality. This is achieved when people engage and share brilliant content, thus increasing its popularity and overall value.
Establishing a clear and well-defined purpose with your content is the pivotal planning stage that will set course for its success. To better define the purpose behind your content marketing strategy, ask yourself:
- who is the primary target audience of my content?
- what benefit will the audience have by engaging with my content?
- what action (or reaction) do I wish the audience to take after engaging with my content?
Clear answers to these questions will help you develop a meaningful content marketing strategy that has righteous intentions.
2. Create Insightful Content that Provides Value
In reinforcing my previous point, the success of a content marketing strategy will mostly hinge on quality. Quality content derives from having meaning, value, and insight. In short, what can offer your audience that induces the ever-powerful "ah-ha" reaction.
For ecommerce, this can be a little tricky. Products and consumer goods are sometimes not the most exciting things to talk about. However, put yourself in the perspective of you target customer. Conjure-up your sense of empathy and ask yourself, "what form of content and insight would I find valuable if I was planning to purchase 'product X'?"
Be an Educator
In addition to finding the best deals, online shoppers are typically scouring for content about product specifications, information, reviews and comparisons.
One of the best ways to meet such needs is to be an educator with your content.
By offering accurate information and helping your audience learn about what it is they are looking for, you can position your ecommerce brand as a credible resource.
3. Be Socially Diverse and Share Your Content
Having a diverse social media portfolio is paramount for almost any online brand. From an SEO perspective, content that gains likes, shares, tweets, and +1's (social indicators) is more likely to earn top search rankings. With SEO aside, socially sharing and promoting your content on various platforms will help its visibility. If you're content is really good, it has greater potential to be shared, and ideally, go viral. In essence, social media is a must-have for almost any business model. For ecommerce marketing, social media helps to retain loyalty and credibility in a brand, while aiding content marketing and SEO.
About the Author:
Tyler Tafelsky is a SEO and content marketing specialist here at Click Centric SEO. Tyler offers over five years of experience as a content writer with a focus in organic search marketing. To learn more, you can connect with Tyler on Google+, or follow him on Twitter.
In today's evolved search space, product keywords can be insanely competitive. High authority retailers and affiliate sites are practically owning organic search, making it near impossible to earn profitable search exposure.
But don't get too discouraged. Your ecommerce SEO strategy can be a successful one. You need to be mindful (and logical) when selecting keyword targets, and set realistic goals of where you envision your site ranking.
A good SEO practice centers on realizing which keywords are attainable, and which should be avoided. For some really great keyword targets, sometimes it's just not plausible to rank number one. As a result, one must choose wisely and leverage creative means to be found.
Do Keyword Research to a "T"
Keyword research for ecommerce SEO should be an exhaustive effort. This includes more than solely using the Google AdWords Keyword Tool. Although the AdWords Tool is a good place to gather metrics and insights, you'll want to perform some SERP analysis on you prospective keyword targets.
SERP analysis is simply assessing the competitive nature of the Search Engine Results Pages of your prospective keywords. Here you'll want to look at the top listings in the organic search results to get a feel for how well optimized each listing is. In addition to the more obvious indicators of optimization (e.g. the inclusion of keywords in the page title and meta description,) it helps to know metrics like each listing's Alexa rank, indexed pages, PageRank, and inbound link portfolio.
You can get real crazy doing this SERP analysis, and often times, getting crazy and thorough will only give you a more accurate projection of where your site stands against the competition. A great tool to make this analysis easier is the SEO Quake plug-in. This gives you insights about each listing directly from the SERPs.
You can further narrow down your specific long-tail keyword targets by using Google Suggest Search, or "Autocomplete" as research tool. This will give you an idea of the typical search behaviors of users who search more detailed keywords.
I typically save this stage in the process for the keywords I am pretty certain we'll be targeting. This helps choose the optimal naming convention or structure of the keyword's semantics (e.g. brand name, product model, model number, etc...)
Get on Google+, STAT!
The evolving standards of ecommerce SEO are rooted to socializing on Google+. In a nutshell, the social activity and connections that your brand makes on Google+ can directly influence your connections' search results.
As you can see in the image, the listing from Proswimwear.com is actually a Google+ post. Because I am following Proswimwear, and because I searched a very relevant keyword query with respect to their Google+ post ("TYR discount",) Google is feeding me personalize search results based on my social orientation.
The takeaway for an ecommerce company is this: get on Google+ ASAP, and start growing your following. The larger social audience you can earn on Google+, the greater potential you'll have to be seen in their search results (so long as you stay diligent at posting relevant, valuable content.)
About the author
For virtually any product-related keyword search, the Google results are overwhelmed with authoritative competitors. This makes it nearly impossible for small retailers to take-on a successful ecommerce SEO strategy.
The good news for small online retailers is that the rules of ecommerce SEO are changing. In a nutshell, Google+ is helping to level the playing field. How, you might ask?
In essence, the social connections you create on Google+ can directly impact the search results the individuals who have you in their circles. For an ecommerce brand, social authority via Google+ correlates directly to SEO performance.
How Social Authority Influences SEO
The major shifts occurring in the SEO realm stem from Google's Search plus Your World. This is designed to deliver more personalized search results that correspond to users' social connects and activity.
From a big picture perspective, Search plus Your World is a quality control measure to deliver better and more relevant search results, all while reeling-in more people into its social media platform.
Search plus Your World is the basis for which social authority impacts organic SEO and search. The fact of the matter is, building more followers on Google+ can result to better visibility in Google search. Below is an example of how this works.
In one of my Google+ circles I have an online retailer called ProSwimwear. This ecommerce store sells a wide range of gear and apparel for swimming and triathlon. While I was searching Google for "compression clothing" I was shown a Google+ post by ProSwimwear in #6 spot.
Because I have ProSwimwear in my Google+ circles, and because my keyword search was very relevant to ProSwimwear's post, Google displayed their post in my personalized. search results. Also notice how this listing is very pronounced and includes an image rich snippet.
The online retailers that get on Google+ sooner than their competitors can earn a big advantage for their ecommerce SEO campaign. Because Google+ is still in its early stages of growth, the brands that start establishing a loyal following can earn greater authority for SEO later on.
About the Author:
Tyler Tafelsky is an ecommerce SEO expert at Click Centric SEO. Tyler offers over five years of experience in the organic SEO profession and works with clients on local and national level. You can connect with Tyler on Twitter or Googe Plus.
Guest blogging is growing into a very popular and highly powerful resource for ecommerce search engine optimization (SEO). The diligent work behind guest bloggers enables ecommerce brands to expand their online presence and reach new audiences. More importantly for ecommerce SEO, guest blogging allows search engine marketers to diversifying the link portfolio of their websites, while generating link popularity from relevant, high-authority sources.
Guest blogging offers three key benefits ecommerce SEO. These include:
- the ability to generate link popularity from new, more authoritative blogs
- opportunities to expand the reach and audience of your great content (benefiting both inbound marketing and online brand building)
- the potential to create new business relations and create synergy with other web marketers
Generate Authoritative Link Popularity
For most ecommerce SEO marketers who exploit guest blogging, generating popularity is the primary intentions for their work. Inbound links that stem from keyword relevant and authoritative blog articles are a huge factor in gaining top search engine rankings. And the more quality links that you can produce from a number of different blog sites, the more diverse your ecommerce site's link portfolio will appear to Google.
Before sending over a guest post to a blog owner, it is important to agree on the terms for adding links in your content. In most cases, owners of related blogs will not accept articles with links that conflict with the products or services they offer. Most blog owners will also balk on posting content with links that do not make sense, and are purely there for SEO.
Also make sure that when adding links in your guest articles to avoid over-optimizing the link anchor text. It's important to acknowledge the new standards of ecommerce SEO and that Google's Penguin update will penalize your website with too much exact phrase match anchor text. For this reason, you'll want to incorporate a blend of links with varying anchor text (such as your domain URL or phrases like "click here to learn more.".
Expand Your Content's Reach & Audience
One of the greatest benefits of guest blogging is the ability to your best content in front of a new audience of readers. Many blogs have a strong follower-base of loyal readers who look forward to new articles that offer insights and value. If you can land opportunities to write for popular blogs of the like, you can greatly expand the reach of your content, as well as the visibility and awareness of your ecommerce brand.
A powerful technique to maximize the branding impact of your guest blogging efforts is to ensure you include an author bio at the end of the article. This tells interested readers who produced the content and where they can go to connect with the author (whether that's a social media profile or a website.)
Create New Business Relationships
The work that stems from guest blogging demands diligent outreach to blog owners and content managers. Whether you plan to do some guest blogging for your own ecommerce SEO efforts, or on the behalf of your ecommerce clients, reaching out and creating new relationships can provide a wealth of benefits beyond SEO.
Creating new relationships via guest blogging can lead to lasting and meaningful connections. If you offer exceptional content to your hosts, you can position yourself as a trusted guest blogger with a significant degree of expertise and credibility in your industry or profession. Building a strong reputation amongst a valuable community of authors, business professionals, and web marketers can open the doors to a number of amazing possibilities.
The ad extensions feature in Google AdWords is must-utilize for ecommerce PPC advertisers. Not do ad extensions help to enhance the appearance and coverage of an ad, but they are also free to implement.
It's important to understand how use AdWords ad extensions appropriately, especially if you're doing paid search advertising for an ecommerce site. There are five main ad extensions that you can leverage for you PPC campaigns. These include:
- Location Extensions
- Product Extensions
- Call Extensions
- Sitelinks Extensions
- Social Extensions
In this article, we are only going to focus on the three most ecommerce-relevant ad extensions. These are product, sitelinks, and social extensions.
Prelude to Using PPC Ad Extensions
First and foremost, it's imperative to understand that ad extensions are implemented on a campaign-wide basis. This is important to keep in mind because PPC campaigns are often times set-up with only a couple campaigns containing a number of vastly different ad groups.
Like ecommerce PPC management as whole, you want to be a specific and targeted as possible. Before implementing any ad extensions (particularly sitelinks or product extensions,) make sure that it will make sense across all ad groups in the campaign. If not, you may need to do some PPC optimization or campaign segmentation.
Tip for Using Product Extensions
Product extensions are one of the most powerful options for ecommerce PPC advertisers. These ad extensions are not to be confused with Google Shopping Listings, which are often seen in the top right of the Google search results.
Product extensions are ideal for more branded keyword-based PPC campaigns (not so much campaigns targeting specific products.) The idea is, when a Google users searches for a certain brand or product category of that brand, you as the PPC advertiser can leverage product extensions to offer them more specific options.
Take advantage of product extensions for popular, top selling items. This can drastically facilitate sales by minimized the conversion funnel. Think of like this: if the user clicks on a product extensions link, they are mostly likely interested in purchasing that exact product.
Tip for Using Sitelinks Extensions
As preached by many experts and Google Ads instuctors, Sitelinks offer endless opportunities to get creative with the presentation of your ads. You can use sitelinks in a similar manner as product extensions by taking Google users to more specific landing pages. However instead of adding sitelinks for products, you can leverage promotions, such as clearance or seasonal sales.
What's great about sitelinks is that they offer tremendously flexibility for ecommerce PPC campaigns. Additionally, sitelinks can help expand your ad's real estate coverage in the paid search listings. It is important ensure that you're bidding enough so that your ads are seen in the top, premium listings (typically top 3 ad spots.) Ads that are not in the premium listings will no be able to show the sitelinks.
Tip for Using Social Extensions
Social extensions are connected to an ecommerce store's Google Plus page. This extensions is very powerful for brands that have a strong Google Plus following. If your ecommerce site doesn't have very many followers, the impact is less powerful.
With social extensions, the ad will simply shows how many people have +1'd the brand's Google Plus page. What's nice about this ad extension is that you can use it make side-column (non-premium) ads standout more in the search results. Social extensions will also give your ecommerce store an added level of credibility by showing how many people have endorsed your business on Google Plus.
By taking advantage of AdWords ad extensions, you can leverage a powerful tool to help maximize your search exposure while increasing the effectiveness and conversion potential of your ecommerce PPC campaigns. It's great feature for web presence optimization and bring about the outcome for you paid search advertising efforts. For more insights, we suggest checking out the blog at YisooTraining.com for loads of tips and information.
In today's global market of SEO professionals, it's not easy pinpointing who to pick for ecommerce SEO services. Many SEO's come across as legit experts and can pitch a sound search program. But the truth of the matter is there are many misleading SEO mischiefs who fail at providing the best practices of ecommerce SEO.
I've been in the organic SEO profession for almost 6 years now. And although that's not a lot of experience compared to some SEO experts, I've learned that this industry is full sleazy scumbags who churn and burn their clients. In some respects, these sketch-meisters have given the organic SEO profession a bad name.
The good news is these unethical SEO service providers are dying breed thanks to the diligence of the Google Webspam team. In short, Google is constantly evolving the practices of ecommerce SEO, and as a result, only the strong service providers are surviving.
So if you're on the hunt for a professional ecommerce SEO company that you can trust, in this article I share with you three cues that define solid ecommerce SEO services. These hints will help you recruit a credible, honest, and capable team of SEO experts to optimize the web presence of you ecommerce site.
Custom Content Creation
One of the best indicators that a search company is offering solid ecommerce SEO services is if they provide custom and quality content creation. As most of us know, content is still the king of organic search marking, however it's the context that's changing.
Although still important, keyword rich webpages (inside pages of the core site navigation) are not as effective in the SEO game as they used to be. It's rather the content that you market and share that holds the most meaning for SEO and inbound marketing. This entails quality blog posts and articles, images and infographics, videos, and other forms of rich media. Content that's highly relevancy and offers value, such as educational and informative product profiles, wins the game for SEO.
Your ecommerce SEO service provider needs to get intimate with your brand and offering, enabling the creation of top-notch content.
Social Media Integration
In accordance to creating superb content is promoting and sharing the content with your audience. This underscores the essence of incorporating social media marketing with your organic SEO and content marketing strategy.
Google's search engine algorithm is continuously changing, and one aspect that's evident is the impact social signals (Likes, +1's, Shares, Tweets, etc.) are having on web ranking.
As a result, incorporating social sharing icons on your content is key to maximize your ecommerce SEO potential, especially for product pages.
Social media integration entails much more than just slapping up some icons and calling it good. Ecommerce social marketing is an exhaustive endeavor in itself, but it pays considerable dividends in retaining customer loyalty, as well as honest credibility in your ecommerce brand.
Because social media is having such a profound influence on Internet marketing, many companies specialize solely in social marketing services. Yet some ecommerce SEO providers incorporate these services in their arsenal as whole - which can help bring unity to various online marketing strategies.
Focused on Conversion-Orientation
What separates sufficient ecommerce SEO companies from awesome SEO providers is their ability to optimize the site for greater conversions. With online stores battling the fierce competition for customers, web traffic from SEO is often times just not enough. A powerful organic SEO strategy will encompass conversion rate optimization, or CRO.
The main focus behind conversion optimization for ecommerce sites is to generate compelling calls-to-action that lead to successful conversion goals. This can be a simple as a more visible "Add to Cart" or a graphic that shows a sales incentive.
Your ecommerce SEO service provider should go above and beyond to ensure that you site is producing sales, not just traffic. Some organic search marketing experts might disagree with me on this one, but I strongly feel this is the cornerstone to providing excellent services and keeping clients happy.
SEO for ecommerce sites is by far one of the most challenging and perplexing areas of search engine marketing. It's very important that you get very familiar with what your prospects are offering so that you invest in quality ecommerce SEO services that yield sustainability results and desirable ROI.
About the author This article was written by Tyler Tafelsky, one of our SEO experts here at ClickCentric SEO. Tyler is highly engaged in all aspects of ecommerce marketing and offers a wealth of knowledge in the SEO profession. You can contact Tyler directly via email at firstname.lastname@example.org or Connect with Tyler on Google+
The sitelinks extension in Google AdWords is a powerful way to help maximize the real estate of your paid search ads. In essence, the sitelinks extension enables paid search advertisers to display links to certain pages within the website.
During the early stages of testing, Google claimed that ads that included sitelinks experienced an average of 30% greater click-through rates. Additionally, for more broad-based keyword targets, sitelinks can also help facilitate conversions by taking users to a more specific landing page (a big bonus for ecommerce advertisers.)
The advantages of using sitelinks continue to grow. Now, Google will display "enhanced sitelinks" on select keyword searches that are very relevant to the advertiser.
Currently, enhanced sitelinks are automatically generated by Google, so they may vary in appearance. Nonetheless, you'll want to take advantage of sitelinks and try testing this Google AdWords ad extension. Below I show you how to do it.
Setting-Up Sitelinks Extension
Upon creating a new campaign, you'll want to enable the checkbox under the section "Ad extensions" that reads, "Sitelinks: Extend my ads with links to sections of my site."
For existing campaigns, click into the "Ad extensions" tab in the main AdWords interface of the campaign. Next, choose to view the Sitelinks extension, and proceed to set-up a "new extension."
Each sitelink that you implement should have a unique landing page, in addition to having one ad to match each sitelink. In order for the sitelinks to work properly, users must omit the "http" when entering URL's.
Depending on how keyword relevant the query is to the site, ads may display two, four, or six sitelinks. Mobile ads will show a maximum of two sitelinks.
Google suggests keeping the text for each sitelink short and concise to maximize the number of links that can be displayed in each ad.
Last Word on Enhanced Sitelinks
Enhanced sitelinks are in their early stages of adoption amongst advertiser. They will only appear in ads that are directly above the organic search results, otherwise known as the premium placements.
Paid search advertisers can increase the likelihood that their enhanced sitelinks will be displayed by improving their Quality Scores and/or increases their max bid. Stay tuned for more insights and strategies on leveraging sitelinks and other ad extensions in Google.