Enhancing sitelinks with creative content

A computer system to match sitelinks with content items, comprising:

• a processor;
• and
• a computer-readable storage device having encoded thereon computer readable instructions that are executable by the processor to perform functions comprising:
• identifying a primary result associated with a content provider, responsive to a search query from a client device;
• identifying, for presentation with the primary result, a sitelink associated with the content provider for the primary result and including a sitelink uniform resource locator (URL) indexed in a sitelink database, the sitelink URL including a sitelink parameter;
• generating a canonicalized sitelink URL for the sitelink URL by removing the sitelink parameter;
• identifying, for presentation with the primary result, from a content item database for the content provider, a plurality of content items associated with:
• a first URL including a first parameter, a second URL including a second parameter, and a third URL including a third parameter;
• generating a first canonicalized URL for the first URL by removing the first content item parameter;
• generating a second canonicalized URL for the second URL by removing the second content item parameter;
• generating a third canonicalized URL for the third URL by removing the third content item;
• determining that the first canonicalized URL is the same as the second canonicalized URL but differs from the third canonicalized URL;
• identifying both the first canonicalized URL and the second canonicalized URL as associated with a first content item from the plurality of content items based on determining that the first canonicalized URL is the same as the second canonicalized URL;
• identifying the third canonicalized URL as associated with a second content item different from the first content item from the plurality of content items based on determining that the first canonicalized URL differs from the third canonicalized URL;
• generating a first content item URL group for the first content item including the first canonicalized URL and the second canonicalized URL and a second content item URL group for the second content item including the third canonicalized URL, responsive to identifying both the first canonicalized content item URL and the second canonicalized URL as associated with the first content item and identifying the third canonicalized URL as associated with the second content item;
• determining a first score indicating a similarity between text of the first content item for the first content item URL group and text of the sitelink and a second score indicating a similarity between text of the second content item for the second content item URL group and the text of the sitelink;
• matching the sitelink with the first content item based on
• a comparison between the first score and the second score;
• and
• generating, for presentation on the client device responsive to the search query, a results interface page associated with the content provider including the primary result and one or more secondary results including the sitelink, and the text of the first content item.

Non-transitory computer-readable storage media having computer-executable instructions embodied thereon, wherein, when executed by at least one processor associated with a first computing device and a memory device, the computer executable instructions cause the processor to:

• identify a primary result associated with a content provider, responsive to a search query from a client device;
• identify, for presentation with the primary result, a sitelink associated with the content provider for the primary result and including a sitelink uniform resource locator (URL) indexed in a sitelink database, the sitelink URL including a sitelink parameter;
• generate a canonicalized sitelink URL for the sitelink URL by removing the sitelink parameter;
• identify, for presentation with the primary result, from a content item database for the content provider, a plurality of content items associated with:
• a first URL including a first parameter, a second URL including a second parameter, and a third URL including a third parameter;
• generate a first canonicalized URL for the first URL by removing the first content item parameter;
• generate a second canonicalized URL for the second URL by removing the second content item parameter;
• generate a third canonicalized URL for the third URL by removing the third content item;
• determine that the first canonicalized URL is the same as the second canonicalized URL but differs from the third canonicalized URL;
• identify both the first canonicalized URL and the second canonicalized URL as associated with a first content item from the plurality of content items based on determining that the first canonicalized URL is the same as the second canonicalized URL;
• identify the third canonicalized URL as associated with a second content item different from the first content item from the plurality of content items based on determining that the first canonicalized URL differs from the third canonicalized URL;
• generate a first content item URL group for the first content item including the first canonicalized URL and the second canonicalized URL and a second content item URL group for the second content item including the third canonicalized URL, responsive to identifying both the first canonicalized content item URL and the second canonicalized URL as associated with the first content item and identifying the third canonicalized URL as associated with the second content item;
• determine a first score indicating a similarity between text of the first content item for the first content item URL group and text of the sitelink and a second score indicating a similarity between text of the second content item for the second content item URL group and the text of the sitelink;
• match the sitelink with the first content item based on a comparison between the first score and the second score;
• and
• generate, for presentation on the client device responsive to the search query, a results interface page associated with the content provider including the primary result and one or more secondary results including the sitelink, and the text of the first content item.