The text that is used for the Site links can be the text that are used for the link (anchor text) on the homepage or the title of the linked page. It seems that Google prefers links that appear at the top of a web page.

How can you get Site links for your website?
Unfortunately, there is nothing certain about Google’s Site links. The following factors seem to influence whether Google displays Site links or not:

1. Your website must have a stable #1 ranking for the searched keyword. Other websites don’t seem to get Site links.

2. Your website must be at least 2 years old. It seems that younger websites don’t get Site links.

3. The number of searches and the number of clicks that your website gets for a certain keyword seem to be considered. Keywords that aren’t searched often enough don’t get Site links. It also seems that your website has to get many clicks for the searched keyword.

4. The number of links that point to your website with the searched keyword as the anchor text seem to influence the creation of Site links. Site links only seem to appear for the main keywords of a website, not for all keywords for which a website is listed.

If your website meets these criteria Google might assign Sitelinks to your website for your most important keywords. Site links can be a nice addition for searches for general keywords but they usually won’t appear for searches that consist of two to four words. These words are the most important keywords for website promotion and search engine optimization.

For more free marketing advice, visit the marketing experts at Internet marketing expert at http://www.MarketingScoop.com.

The rest is here:
Google Site Links and How to Get Them

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