ARCHIVE: How To Get Double or Indented Listings in Google

How do you get Double or Indented Listings in Google SERPs? How do you get two listings from the same website in the top ten results in Google instead of one (in normal view with 10 results).

Generally speaking, this means you have at least two pages with enough link equity to reach the top ten results – two pages very relevant to the search term. In 2017 however it could be a sign of Google testing different sets of results by for instance merging two indexes where a website ranks differently in both.

You can achieve this with relevant pages, good internal structure and of course links from other websites. It’s far easier to achieve in less competitive verticals but in the end is does come down in many cases to domain authority and high relevance for a particular keyphrase.

To get a double or indented listing you usually need;

  1. Domain Authority
  2. Relevant Articles
  3. Internal Linking
  4. Backlinks (sometimes)
  5. Near duplicate content

that is…. nothing spectacular. It’s quite simple stuff.

It is easier however to get a double listing for your site on longer search terms especially if you have a site focused on a niche.

A Google Double Listing

A Google Indented or Double Listing

Say a page is in position 1 and another page from the same site has position 8 (in a regular top ten view in Google preferences). Google will join – or cluster –  these listings together in position 1 and two, giving you the lion’s share of the clicks.

This represents 20% of the Google organic listings instead of the usual 10% – and an increase in clicks to your properties.

You would be crazy not to optimise a second page if you had a page in the top ten – especially in less competitive niches. If you want double listings (or indented listings), add relevant content on your site that meets the expectations of a searcher looking for that particular phrase and you’ll probably aquire them naturally if you have some relevant links too. If you want a more surgical approach, you’ll need at least two pages optimised for the same term and interlinked closely.

It might not be obviously apparent which page on your site is ranking 2nd if it is in the 2nd or 3rd page of results but find it and then optimise it, linkbuild to it (start with internal links) and when it hits the top ten, you’ll get a double listing.

An Example Of How I got Double Listings in Serps

This is a very simple SEO tactic. First, I needed to look for some opportunity….

  1. Customers where asking me about the ‘pending’ PR update
  2. When I was browsing my logs I noticed I was getting a fair bit of traffic from people wanting to know ‘when is the next pagerank’ too
  3. I considered I could kill two birds with one stone and do a post, as I noticed I never really answered this exact query in the ranking post.

I checked Google and saw I was in fact no2 result and still getting traffic. I also noticed that if I optimised a page correctly, I’d get a double listing, and push the competitor website from 1 to actually position 3.

Here’s where I started – number 2 in Google UK:

No Double Listing In Google

and below is the end result – Number 1 and 2 in Google (see here). I knew if I optimised for the actual query it would pick my page and promote the original page on my domain above the ‘competitor’ page.

A double listing and traffic boost!

Now I’ll get more traffic and most of the traffic from this term until somebody does it to me.

It’s this exact scenario any site content editor can replicate, writing different pages on your site targeting different variations on a theme rather than just continuously edit one page in search of ranking nirvana (No1).

You can use the same tactic with every page on your site, although it’s far easier to optimise for a less competitive term (like the one illustrated).

Double Listings, Double The Work, Double The Return

Ok not quite double the return, but this strategy boosts targeted traffic around content you already have. Yes, unfortunately it means double the work in some cases, but it’s worth it.

Note – Not sure how many birds I am killing with this stone. I might get a double listing about double listings too. UK SERPs anyway.

Quick tip – check your stats, see what’s bringing the traffic in, optimise more pages for those terms to increase your traffic and click through rate (when I see a double listing I usually think “this website talks about this topic a lot, perhaps it’s an authority on the subject” – perhaps others do to).

NOTE – In 2017 often you will see strange clustering effects around the time of a big update in Google. It’s a lot harder to get a double listing like this in 2017 with any degree of certainty.


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