Bing tests new sitelinks button in search results

Microsoft Bing is currently testing a new interaction in search results: a button showing the domain of a result is designed to display that website's sitelinks on the right side of the results page. Users can open the additional links, close them, or click them directly. The feature is in a testing phase and is not visible for all queries or regions. For SEO teams, this is more than a cosmetic update, because sitelinks are among the most valuable SERP elements as they prominently place additional entry pages and increase the likelihood of clicks on relevant subpages.

How the new sitelinks button works

At its core, Bing is changing how sitelinks are presented. Instead of showing them permanently below the main snippet, a clear action button with the website's domain name appears first. Clicking it opens a panel on the right side of the search results page where the domain's sitelinks are displayed in a grouped format. Users retain control over information density on screen and can close the panel when needed. For search engine operators, this is a typical UX test: less visual clutter while still providing fast access to deep site structures.

From a search intent perspective, the approach is understandable. Many users scan the snippet first and then decide whether to visit the homepage or a specific subpage. An explicit button signals that more relevant entry points exist within that domain. This can speed up navigation within the SERP because users do not have to switch to the website first to find suitable subpages.

Why sitelinks are strategically important for SEO

Sitelinks are not a guarantee of traffic, but they are a strong signal of topical authority and clean site architecture. Search engines typically award them for brand and navigational queries when site structure is clear and important subpages are clearly linked to the brand. Sites that receive sitelinks often visually dominate the upper area of the SERP and can make multiple relevant URLs visible at once. This directly affects visibility, brand perception, and the distribution of clicks across different landing pages.

• Sitelinks increase the footprint of an organic result in search listings.
• They direct users to subpages with high relevance for the search query.
• They can stabilize click-through rates on the main domain when users find the right page faster.
• They indirectly reflect the quality of internal linking and information architecture.

If Bing now displays sitelinks through a separate button and a side panel, click behavior may change. Users must take an additional step to see the links. This could initially reduce sitelink visibility, while interaction with the button might be evaluated as an engagement signal. SEO managers should therefore monitor not only rankings but also SERP interactions.

Differences from established Google sitelinks

Google has shown sitelinks directly below the main result for years, often supplemented by extended variants such as the sitelinks search box or grouped sitelinks for brand queries. Bing's test takes a different path: the links are initially hidden and displayed on demand. This differs significantly from the established pattern and could indicate that Microsoft is experimenting with different display formats to balance user experience and SERP monetization. For companies that want visibility in both search engines, this means SERP optimization is no longer just a Google topic.

Impact on CTR, brand search, and content strategy

For brand and navigational queries, sitelinks are especially valuable because they push competing results down and present the domain multiple times. If users do not immediately recognize or click the new button, CTR on individual sitelinks could decline while clicks on the main snippet remain stable. Conversely, well-structured websites benefit when the button is perceived as a clear navigation aid and users deliberately choose subpages.

For content and SEO teams, this raises concrete questions: which subpages typically appear as sitelinks? Do titles and meta descriptions of those pages match search intent? Is internal linking structured so that the most important entry points are clearly prioritized for Bing? These points were relevant before the test but gain weight when the display becomes more interactive.

What SEO teams should monitor now

Because this is a test, hard performance data is still limited. Nevertheless, structured observation is worthwhile. Teams should check whether the new button appears in Bing SERPs for their brand keywords and how clicks on main and subpages develop. Competitive analysis also helps: which domains receive sitelinks, and how does the display differ across industries?

• Regularly check brand keywords in Bing manually or via SERP monitoring.
• Optimize important navigation pages technically and in terms of content so they qualify as sitelink candidates.
• Review title tags and snippets of core subpages for clarity and relevance.
• Keep internal linking and breadcrumb structure consistent.
• Compare click data from Bing Webmaster Tools with organic changes once the test rolls out more broadly.

In addition, companies should maintain their information architecture across platforms, not only for Google. Bing uses its own signals and may weight SERP features differently. Those who build a clear page hierarchy, understandable URL structures, and strong brand signals increase the chance of remaining visible with enhanced snippets and sitelinks across different search surfaces. The current test shows that Microsoft is continuing to evolve the SERP, and SEO managers should not treat Bing as a secondary channel.