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A few questions about Google search results

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Apr 03.2012

So I have to give a presentation to my boss in a couple of days, and I have no idea where to start on this.

Basically he wants to know why, for example, when I type in “Zellers” it generates 6 links in the bottom, “Store locator”, “Liquidation”, “Return Policy”, etc. He wants to understand how these links are generated, and whether there is any way to customize what links are generated on the bottom.

He was also curious, I’m not sure why though, about how Google retrieves dates for events and makes them come up – for example, when I type in “Good Friday”, it will say “Good Friday is Friday, April 6th” Any help with plenty of sources and lots of information would be greatly appreciated, I don’t want to screw this up and I’m pretty stuck on where to begin.

Thanks

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@sparkiesuzeApr 03.2012 — Google Webmaster Tools:

"Sitelinks are automatically generated links that may appear under your site's search results. Learn more. If you don't want a page to appear as a sitelink, you can demote it. Only site owners and users with full permissions can demote sitelinks."

As for your second query, I'm not sure, Google seems to have 3 types of result; one being paid advertisements, the second being natural listings, and the third (what you have explained) falls into neither, perhaps it is something Google have set up for certain phrases to give set results?
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@mtrickApr 09.2012 — Google looks for particular things when identifying sitelinks, like a 'Products' web page, a 'About Us' web page, a 'Services ' web page, and other key terms that indicate popular or requested pages by searchers by visitors. Make sure your page titles, addresses,details, and meta descriptions are distinct and useful and that they speak well to both people and the search engines.
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