What’s an indented sitelink and how can I benefit from it?

If you’re still unsure about where to start, we can help.

With our free tips and guidance, you can build a better digital marketing setup. But if you don’t have the time or resources to manage it all on your own, we can support you. Get in touch to find out how.

Contact us

An indented sitelink or result displays a group of similar pages from the same domain on a SERP. These grouped pages share the same primary keyword but seem to satisfy different intents.

In this example, you’ll see that two Moz pages appear for the primary search term SEO. One is a guide that gives in-depth information about SEO. The second is a blog that talks about SEO best practices.

As stats show, indented sitelinks appear in 40% of all searches. This is a big plus for any business, as your website stands the chance of gaining more visibility, organic traffic, and rank growth. However, this feature is automated.

Google says that it groups and serves these pages to its searchers only when it deems them useful. But drawing from examples like Moz above, this has much to do with mixed intent keywords.

What are mixed intent keywords?

“Mixed intent keywords” are search terms that have multiple intentions. For example, the keyword “SEO tools” is a mixed intent keyword because a searcher can use it to look for:


  • SEO tools (products like SEMrush).


  • A round-up review of the best for diverse budgets.


  • Or a guide about SEO tools and more.

So, how do you benefit from indented results?

Step 1: Pick a keyword with mixed intent

Just as with the example above, you should use your SEO tool to find mixed intent keywords. Then build relevant topics around them, starting from the dominant topic.

Step 2: Optimise the pages correctly

There’s no ‘on button’ to get your topics indented, but there are a few things you could do to better the chances of it happening:


  • Your page title, meta description, and headings should be informative, concise, and relevant to the search term.


  • Optimise your site structure to make it easy and logical for users and bots to understand.


  • Use inner linking to link these related pages (remember to keep the linking relevant to the searcher).


  • Don’t repeat content or words to avoid a backlash. Remember, they need to be “relevant.”


Indented sitelink is a new feature from Google’s 2021 update. It can help better your chances when you’re working to rank high on competitive keywords.

Adding this to FAQ inclusion and other SEO strategies can bring you significant SEO growth. But don’t abuse it! Doing so can lead to severe backlash from canonical issues, keyword cannibalism, duplicate pages, and more.

 Support Services

Explore our services to see how we can support you.

We work with clients of all sizes, ambitions, and expectations, and with budgets that start from as little as £150pm to over £1.5m each year. Explore our simple-to-understand packages that take the pressure off, so that you can focus on what you do best.

Explore Services

Get a free website health-check.

Find out if your website is depriving you of visitors. Request our free website health-check to identify common issues with speed, user experience, and performance. We’ll deliver this in a clear report along with some basic recommendations and quick fixes.

Learn more about health-checks

    By clicking ‘Submit’ you agree to our terms and conditions and privacy policy. Click here to find out more about we handle your data.

    Frequently asked questions

    • Backlinks and internal links (inner links) are integral to your SEO success. Both improve your page’s traffic and ranking on the SERP. See how and why here.

    • As your business moves towards your goals, you want to ensure it remains on the right track and improves in specific areas to ensure success. Here is what your checklist should contain.

    • With all the responsibilities you and your team shoulder, it’s unrealistic and impossible to try to track your site’s SEO performance manually. Here are some of the bests on the market to meet your needs.

    Related Content


    Start a Conversation

    Request a call-back to see how we can support your digital growth.

    Get a call-back