In short
Sitelinks are additional links to pages within a site that Google displays beneath a search result, in a block of up to six with descriptions for the top result on brand-name searches, or as a row of small text links under other results. Google generates them automatically from the site's structure, internal links, anchor text and what searchers click, and there is no way to request or configure them. A clear navigation, descriptive page titles, consistent internal linking and a site that ranks first for its own name are what earn them, and a page can be removed from sitelinks only indirectly, by noindexing or de-emphasising it.
What they are
Search for a well-known brand and the first result is followed by a block of links: About, Pricing, Contact, Careers, Blog, each with a short description. Those are sitelinks. They appear because Google is confident the searcher wants this site and is trying to save them a click by offering the sections they are most likely to want.
Smaller versions appear for other results as a single line of text links beneath the snippet, and for some queries as a list of in-page anchors. A sitelinks search box, letting the searcher search within the site from the results page, appears for some large sites.
The full block takes up most of the first screen of results for the brand query, pushing competitors down and giving the site several entry points. It is one of the more valuable search features and one of the few that cannot be applied for.
When Google shows them
Mainly for navigational queries: searches for the brand name or for the site itself, where Google is confident about the destination and the site ranks first. Occasionally for other queries where one result is dominant. The site must rank first for the query and have a structure Google can read. New sites and sites with weak brand recognition rarely receive the full block; it arrives as the brand becomes established and searched for by name.
How they are chosen
Google has said sitelinks are generated automatically by analysing the site's link structure to find shortcuts that will save users time and that it only shows them when it considers them useful. The inputs it appears to use:
Navigation and internal links. Pages linked prominently from the homepage and across the site, particularly in the main navigation, are the candidates.
Anchor text and titles. The link text and page title need to describe the page clearly and briefly, since Google uses them for the sitelink label.
Search behaviour. Pages that searchers for the brand tend to visit next are favoured.
Page quality and indexing. Only indexed, well-formed pages are eligible.
The block changes over time as these signals change, and different searchers may see different sets.
Earning them
Nothing directly produces sitelinks, but a site built well is a site Google can generate them for:
- Rank first for your own name, which needs a clear brand, a homepage title that includes it, and a site more relevant to the name than any other. A distinctive name helps.
- Clear, consistent navigation with the important sections in the main menu, using the same labels everywhere.
- Descriptive, distinct page titles that make sense as short labels: "Pricing", "Contact us", "Case studies", not "Home" repeated.
- Strong internal linking to the sections that matter, from the homepage and throughout.
- Structured data for the site name and, for the search box, a WebSite schema with a SearchAction, which is the one sitelink feature that is explicitly configurable.
- A stable structure. Sitelinks follow patterns that persist; a site reorganised every few months does not give Google enough to work with.
- Meta descriptions that read well, since Google often uses them for the sitelink descriptions.
In practice, sitelinks arrive when a site is established, well organised and searched for by name, which is also the description of a site that has done the rest of its work.
Checking what Google shows
Search your brand name in a private window, from the country you serve, and look at the first result. No sitelinks, a single row of text links, or the full block with descriptions tells you where the site stands. Then read the labels and descriptions Google chose: they are drawn from your page titles, anchor text and meta descriptions, and a label that reads badly is a title to rewrite. Repeat quarterly, since the block changes as the site and the search behaviour around it change.
Removing an unwanted sitelink
Google removed the tool for demoting sitelinks in 2016. Now the only options are indirect: noindex the page if it should not be in search at all, remove or reduce links to it if it is being over-promoted, or change its title if the label is the problem. Sitelinks showing an outdated or embarrassing page are usually a sign the page is still prominently linked somewhere, and fixing the linking fixes the sitelink.
What they are worth
A sitelinks block for a brand query increases click-through to the site, gives visitors direct paths to what they wanted, and occupies space competitors would otherwise have. It also reflects brand search volume, which is the underlying visibility metric sitelinks are a symptom of. Building a site whose structure Google can read is the work; the block is the acknowledgement. If your brand query returns a bare result with no sitelinks, book a call and we will look at what the structure is failing to communicate.
Common questions
How do I get sitelinks on Google?
You cannot request them; Google generates them automatically. Sites that receive them rank first for their own brand name, have clear main navigation with consistent labels, descriptive distinct page titles, strong internal links to key sections, a stable structure, and enough brand searches for Google to be confident about the destination. Build those and sitelinks follow.
Why does my website not have sitelinks?
Usually because the brand is not yet searched for by name enough for Google to be confident, the site does not rank first for its own name, the navigation and page titles do not give Google clear section labels, or the site is new or recently restructured. Sitelinks arrive as a brand becomes established and its site structure stabilises.
Can I choose which pages appear as sitelinks?
Not directly. Google removed the demotion tool in 2016. You influence the selection through navigation prominence, internal linking and page titles, and you can remove a page from consideration by noindexing it or reducing links to it. The sitelinks search box is the one element that can be configured, through WebSite structured data.
Do sitelinks help SEO?
They do not affect ranking, but they increase click-through on the brand query, give visitors direct paths to the sections they want, and occupy results space competitors would otherwise fill. Their presence reflects brand search volume and a readable site structure, which are worth building regardless.
What is a sitelinks search box?
A search field Google shows beneath some sites' results on brand queries, letting searchers search within the site directly from Google. It appears for larger sites with a site search, and it is the one sitelink feature you can configure, by adding WebSite structured data with a SearchAction pointing at your site's search URL.
