How To Get Double or Indented Listings in Google


Someone asked me what Google Double or Indented Listings where today, and how to get them. Simply put, it’s when you have 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. 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. To get a double or indented listing;

  1. A bit of Domain Authority
  2. Targetted, relevant articles
  3. Internal Linking (esp between articles)
  4. The odd link from external sites (if any)
  5. A bit of duplicate content

ie 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 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. Andy Beard & Aaron Wall comments on double listings too if you want to learn more.



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6 Responses

  1. David Jones says:

    Shaun – Do the indented results only show on position number 1? In the same manner as the expanded results, which show deep links?

    • Shaun says:

      Hi David, no the double results can be for sites in any position, with the second page within 9 SERP positions of the first page :)

  2. trade show booths says:

    hey Shaun, Any idea how much a double listing increases clicks? I ask this because trying to get one usually means splitting resources. So lets say I had one page ranking #4 for trade show booths. Now I could decide whether to use my resources to get a second page to #5, or to get the original page to #2. Assuming limited resources and that I can’t do both, is it better to be #2 OR #4/5? Understand my question? ~ Steve, purveyor of fine trade show booths

  3. Shaun says:

    Personally, if I had a page in position 4 I would concentrate on the next listing for a short while. Careful pushing for top positions too fast anyway – you invite a slap :)

  4. Lea says:

    Have you noticed over the last few months that they aren’t always indented? I mean results from example.com might appear at ranking 1 and ranking 4, rather than ranking 1 and ranking 2(indented) with the exact same domain name. Annoying :(

  5. Shaun says:

    Hi Lea, I’ve not actually noticed that. Is that in .com searches? I know that’s what Yahoo does.



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