Six sitelinks max per ad. Which six pages, what the descriptions should say, how to route to high-intent destinations vs. just dumping homepage links. The sitelink set I use for every home-services account.
This is one of those levers where the principle is obvious and the execution is not. Most owners can describe sitelink strategy accurately if you ask them what it is — and most of them are leaving 30-50% of its potential on the table because the implementation has 4-6 specific moves that decide whether the work pays off or sits inert.
Why this is more nuanced than it looks
The principle is intuitive. The execution has gotchas. Most service business owners hear about sitelink strategy once, take their best shot at implementing it, and assume they're done. They're not. The discipline of doing this lever consistently — same standard, same cadence, same review schedule — is what separates the businesses that get the compounding return from the businesses that "tried it and it didn't work."
What I do for clients: implement the specific moves once, document the cadence required to keep it healthy, and hand the owner a quarterly check-in schedule with a single dashboard or report they can scan in 60 seconds. The work compounds without ongoing effort once the foundation is set right. The maintenance is light. The setup is the actual work.
The specific moves that matter
- Get the standard right the first time — what does "good" look like for this specific business, in this specific vertical, in this specific market?
- Document the standard somewhere the owner and the team can both reach it.
- Build the cadence — daily, weekly, or per-job triggers that keep the lever active.
- Pick the tooling — automation where it makes sense, manual where automation is overkill.
- Schedule the quarterly review — without it, drift wins and the system degrades.
How this fits the bigger picture
This sits inside the broader Ad Extensions Strategy topic — see the parent for the full context of where this lever sits in the system. Sub-topics rarely stand alone; they earn their impact by being part of a coherent strategy at the topic and cluster level.
Worth getting right. The clients I've worked with who set this up properly the first time avoided 3-5 years of slow, invisible erosion in their search performance, conversion rate, or brand consistency — depending on which kind of sub-topic this is. The clients who skipped it or half-did it spent the same 3-5 years quietly losing ground to competitors who took the discipline seriously.
Want a second look at your site?
If you want a second look at how this applies to your site — drop your URL into the free website audit and I'll tell you exactly where this applies. The audit runs server-side, checks 19 specific signals across SEO, performance, mobile, and accessibility, and surfaces a score with prioritized fixes. No sales pitch attached — the score is yours either way, whether or not you ever talk to me.
If you'd rather talk it through with a real person, send me a note and we'll set up 30 minutes. I'll come prepared — I'll have already looked at your site before the call, and the conversation starts from what I see, not from a generic discovery script. The fastest way to know whether what's described above is the right next move for your specific situation.
