As Google goes on experimenting and introducing new ways to improve the experience of advertisers and users, its images in the search text Ads are still in the testing phase. Google introduced images in the Sitelink extensions, and this feature was called visual sitelink.
At the introduction stage of the beta version, Google introduced large format images of car models in the mobile ads of car makers. Although it was not clear which verticals were included except automotive industry, there is no doubt Google has witnessed good results from these. Although it is still in the testing phase, more verticals have been added to it.
If you are wondering why it is the center of our discussion, the reason is pretty simple. An advertisement with an image extension gets a 30% more CTR than other types of ads. Undoubtedly, this new feature increases the chances of procuring the leads directly from the search engine results. These ads are more prominent and bigger in size, and hence they tend to push the competitor’s results even downwards increasing the chances of the users to click on the images. The more alluring and attractive your image is the more the chances that your users would click on the link and land on your website.
How do they look like?
The standard sitelinks as they used to appear on Google was just the link and description of your site with the Meta tag, and there was hardly any difference between position one on Google and subsequent positions of the search engine results. On the contrary, when the visual sitelinks appear which the first link is usually, they appear like the images with a more vivid description which can be swiped on the mobile phones.
Google has been experimenting with image-based sitelink extensions for quite a few years, but this time it seems they have got it right. Google is intelligent enough to understand the primary intentions of the users. On typing “local hotels in Texas,” Google would come up with a map with the locations and prices of the hotel rooms. But if someone types “aeroplanes”, it would come up with nice and attractive pictures of toy airplanes displayed by brands and online sellers. If the assumption of Google that the user is probably looking for a toy airplane is right, then there are great chances that the user would click on one of these visual ads as they are not only vivid, but the user can select the image that appeals the most.
With so much said about the visual sitelinks, you must be wondering for ways to be featured as a visual sitelink. The truth is that Google is still in its testing phase in regards to introducing visual sitelinks and you have no control on the format in which the visual links would appear in the search results. All you can do is follow the steps below to increase the chances of being featured and optimize your site on the search engine results page.
Steps to follow
The fact is, visual sitelinks appear only in the first position on mobile searches and show up to lesser than 20% of the traffic which came down from 40% earlier in 2017. In order to be featured ensure that images have a unique destination URL which should be different from the ad headline. The title of the images should also be unique and relevant as well. The images should have title text and a description text associated with them. The image title, description, and the image should match and should be relevant to the keywords to which they are applied to. The more specific the images are, the better the chances of performance. The images used for the visual sitelink should also be displayed prominently on the destination page where the user is directed to.
With all that being said, you are now abreast of the trends and the changing algorithm of Google. Google has undoubtedly created a more visual and attractive way to allure visitors and strengthen the first position of search engine result pages (SERP) and a better way to communicate with your target audience. As the algorithms of the search engine go on changing, the best practice is to keep up with it as the digital marketing eco-space operates under the dictates of the search engine. What makes it even more critical is change is something that governs the course of search engine marketing. The quicker you ride the wave of this change the better and more advantageous it is for your business.