When Google shows your site in the search engine results it may show additional links under the page. This is common for brand searches where your site is clearly differentiated from other search results and, for strong sites, it can be displayed for sub-brand or category/service searches.
Example of Sitelinks for a brand search
How does Google decide which sitelinks to show?
Google analyses the link structure of your site to find the sub-pages of your site that it considers will save users time and allow them to quickly find the information they’re looking for. Typically your most popular pages are the ones that Google will show to users as sitelinks.
Why does Google not show sitelinks for my site?
If your site is new or has low trust or authority Google may decide not to show any sitelinks.
If you are not ranking in the #1 search position for the search term entered then you are unlikely to see sitelinks – although for high authority sites this may still happen.
Search for your brand and also try searching for your full company name (include ‘Ltd’ if you are a UK limited company). Does Google show sitelinks? Is it possible your brand name or company name has another meaning that Google may determine is more likely the user’s intent with the search?
How do I change the sitelinks that Google displays?
But from October 2016 Google dropped the sitelinks option from Google Search Console. You are no longer able to manually control which pages are displayed.
Is there anything I can do?
For Google, all you can do is influence the algorithm’s decision by working to increase the trust and authority of your site and the pages you hope to appear as a sitelink.
However, the option to demote links is still available within Bing Webmaster Tools. Bing refers to sitelinks as deep links. You can select to demote a page for up to 90 days.