Site links
Site links are the indented sub-page links Google shows beneath a top result, most often for branded or navigational queries. Up to 6-10 links can appear in expanded layouts. Generation is automatic, but you can influence which pages qualify and demote ones you don't want.
Long definition
Site links appear when Google reads a query as navigational — usually a brand or domain name — and decides the user wants help getting deeper into the site. The format ranges from a horizontal row of 4 below the title (the "carousel" variant) to an expanded grid of 6-10 with descriptions (the classic "sitelinks" layout). A search box may render above them when sitelinks search box markup is present.
Generation is algorithmic. Google picks pages based on which internal pages are most linked to, most clicked from the brand SERP, and most informative as standalone destinations. You can't force a specific page in. You can make the eligible set obvious: a clean primary navigation, descriptive anchor text on internal links, distinct titles per page, no near-duplicate URLs competing for the same intent.
Two levers exist for influencing the result. The sitelinks search box is triggered by WebSite schema with a potentialAction of SearchAction, pointing to your internal search URL pattern. Google may render an inline search box on your brand SERP that submits directly to your site. The second lever is demoting pages: Search Console used to offer explicit sitelink demotion, but the feature was retired. The current approach is removing the page from indexing or making it less internally linked.
Site links matter mostly for branded SERPs. They take screen real estate competitors can't reach, push down review aggregators or news mentions, and let users skip the homepage. For non-brand queries, sitelinks are rare and short.
Common misconceptions
- "You can submit which pages should appear." No submission flow exists. The retired demote feature is gone. Influence is indirect — through internal linking, page-level optimization, and indexing.
- "Sitelinks search box requires a Google partnership." It only requires the schema markup and an internal search URL Google can reach. The schema is a hint; rendering is still algorithmic.
- "Sitelinks only appear for big brands." Any site with strong navigational signals can earn them. A small SaaS with a clear brand search and well-structured site routinely shows sitelinks for its name.
- "More internal links to a page guarantee a sitelink." Internal popularity is one input. Click-through behavior on the brand SERP, page distinctiveness, and overall site structure all weigh in.
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