Sitelinks have to be one of the most user friendly parts of the Google search interface. Visitors who want to find a brand simply search for the brand name and are presented with lots of internal links that may or may not be what they were looking for.
At the very least the links separate the first result from the irrelevant results below.
What sometimes concerns me is when Google adds sitelinks to generic keywords such as the one below for “insurance”.
In the past I gained front page rankings for this keyword and I know how competitive it is. Confused.com is the number 1 insurance price comparison site in the UK and probably deserves a top ranking but does it deserve sitelinks?
