Organic sitelinks has become more relevant in terms of CTR (Click Through Rate) since Google has modified his organic sitelink structure. Up to 8 item links can be displayed for your brand name query.
Your site has to be a brand
Websites need good backlinks to become a brand! A nice way to reach that status is the right anchor-text like “YourBrand + Keyword” or “YourSiteName.com + Keyword”. It´s also strongly recommended that your website gets backlinks from authority sites like Wikipedia.org. Such kind of backlinks will increase the trustfactor of your website and will well-regarded by Google. The duration to become a brand and organic sitelinks depends on Google and can take a couple of months.
Organic sitelink optimization: “Yes We Can”!
Finally, you site has organic sitelinks, please be aware that each organic sitelink counts as only one impression. Google actually shows only snippets of such kind of sitelinks. Titles, URL and Descriptions of the organic sitelinks allow only tiny range for optimization.
Organic sitelink optimization: Titles
To optimize the Titles (mostly just one word), you must know where the snippets come from. For instance, Google could take it from the horizontal-navigation-bar. It´s also possible, that it come from your H1-Headline. Often Titles match correct, because of that it isn´t always necessary to change the Titles. But nice to know that you can decide!
Organic sitelink optimization: URL and Description
No, you can´t really optimize the URL-snippet of the organic sitelinks. But having the keyword into the URL is recommended. Why? Because Google will highlight it, which declares that it matches correctly and that fact could increases again the CTR.
The snippet of the organic sitelink description come from HTML-Description. Google actually display up to 35 characters. Your first phrase of the HTML-Description should have 25-28 characters or 4 words! There is no need to close the phrase with a dot! After 30 letters Google will automatically insert leaders . By the way, keep in mind your HTML-Description has more than 35 characters. Otherwise Google will take a snippet from the content of your website. For another highlight, put your keywords into the phrase, too!
Google has changed the visibility of organic site-links again. Now the first 55 letters of the site-link description are showing by typing your brand name.