Sitelinks are links or shortcuts to a site's interior pages that appear in Google's search results under the main listing.
They are designed to help users navigate and find the information they are looking for quickly. Google analyzes the link structure of your website to find shortcuts that will save users time and allow them to quickly find the information they're looking for.
Your website must be relevant to the search phrase
Not all sites have sitelinks. Google only shows sitelinks for results which they think they will be useful to the user. If Google has trouble finding good site links for your website because of the structure, or if they do not think that the sitelinks for your site are relevant to the user's query, Google won't show them.
You are not able to "create your own." Google will decide if your website is "worthy" based on the relevancy of the search term. Usually they will only appear if your website is highly relevant. For example.
search on “furniture” and you’ll see the top listings do not display sitelinks
search on “furniture.co.nz” and you’ll see shoes.com is #1, this time with sitelinks b/c Google thinks you are looking specifically for their site / company, not just “shoes” in general
Your website must have some "power"
It is unlikely that a new website or a small website with limited traffic,, popularity, and credibility will qualify for sitelinks. It also seems to help if your website is a business website as opposed to a personal blog or information type website.
You can remove sitelinks
At the moment, sitelinks are completely automated, though Google do suggest that they may incorporate webmaster input in the future.
If you think that the sitelinks displayed for your site are inappropriate or incorrect, you can block them so that they no longer appear. You can do this using Google Webmaster tools once you have verified that you are the owner of the website
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