One of the things we can do is to improve the persuasiveness of our results when we appear already in first place. To do this, the first thing we should do is improve the texts of the hierarchical results (or "sitelinks" as Google calls them).
What are nested results or sitelinks?
When Google finds more than one result on the same website, first displays the most relevant and the other relevant pages from the same website are staggered below it in the form of two columns. These links are generated automatically.
How I can manage what appears in columns?
Change what appears in the two columns can be done from Google Webmasters. This requires registering as a webmaster of the website www.google.com/webmasters and once on the control panel of this tool, management will find the menu in the "Site Bindings" section.
From here we can tell Google what we do not want to appear using the "downgrade a URL". That is, if we see that between the site links is a URL we do not want to appear, we can indicate to Google Webmasters that lowers the position of that URL and make it disappear from the list of ranked results.
It would be much easier than Google allow us to indicate what we want to appear in this area ... but it can not be done. To get the pages we want to show, we degrade that Google selects itself.
What advantages does it have a good hierarchical results?
Above all, we can show in the results, and in the first position of Google, the most relevant information on our website. Find a correlation between the pages in this area and the most visited of our website (you will see looking at Google Analytics).
It is also an excellent way to convey a good first impression to our users.
Of course, if we have good statistics on Google Analytics (with well set goals), it is clear that a good strategy would be to select for this area pages we report conversions on the website.
I hope this information will be useful.
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Especialista en estrategia en Marketing Digital. Impartiendo conferencias, formación y consultoría desde hace más de 20 años.