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Sitelinks not appearing - sign of bigger issue?

     
3:36 pm on Mar 24, 2017 (gmt 0)

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I noticed that my website only displays sitelinks when I Google my "domain.tld" but never with keyword results.

Sometimes high traffic keywords of mine rank anywhere between #4 and #1. I believe that anything outside of the top 3, is probably not going to get sitelinks associated with it? BUT even in the case of keywords that rank #1, I still don't see sitelinks. My competitors on the other hand all have sitelinks for results they rank strongly with. Strange..

The only time I've notice sitelinks is when I google my actual domain and it displays 10 additional pages or sitelinks under the actual domain listing? BUT it will not associate sitelinks with keywords under any circumstance.

The lack of sitelinks may not help or hurt my ranking in Google? I just wonder if the lack of sitelinks is the result of a bigger and more pressing structural problem with the site? I notice sitelink results are often ABOUT US, CONTACT US, etc. I assume Google looks for certain phrases for site links like /customer-support.html or /about-us.html but I use those same sort of triggers so I'm confused as to why my site is overlooked for those sort of sitelinks? Again, they show up when Googlign the domain but not keywords. How does that change things?

Thank for you for advice. I can't find a lot of information online about how the process works and many threads go dead as people don't have an answers.
12:13 pm on Apr 3, 2017 (gmt 0)

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If you are worried do a technical site audit on your site to ensure there are no roadblocks for googlebot. Make sure the links are clear & easy to follow using a standardized format. Then build up the backlinks to your subpages. IMHO too many people are still building links just to their homepage. That is outdated. Google likes to see strong subpages because subpages tend to be more useful to searchers and answering their searches. Homepages tend to be an intermediary landing page that usually do not have any answers themselves.
12:18 pm on Apr 3, 2017 (gmt 0)

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Test in different browsers. You'll likely see different results.