How does Google really choose the site links displayed in the SERPs?

What does Google mean by "clear site structure"?

A clear structure begins with a logical hierarchy: main pages accessible within 2-3 clicks from the homepage, distinct categories, no duplicate URLs. Internal linking should reflect this hierarchy — your strategic pages receive more internal links than secondary content.

But this clarity goes beyond just technical aspects. Google seeks to identify which pages are the pillars of your site. If your architecture clearly shows that /services/ and /contact/ are crucial points, you make its job easier. Conversely, a flat site where everything seems to hold the same weight leaves Google in the dark.

Why do page titles play such a crucial role?

The title tags and H1 tags serve as intent signals for Google. A vague title like "Home - Company" provides no insight into the actual content of the page. An explicit title — "Technical SEO Audit - SEO Agency Paris" — immediately anchors the topic.

Google uses these titles to generate the site link texts displayed in the SERPs. If your titles are generic or too long, the algorithm struggles to create relevant anchors. The result: it either shows nothing or invents approximate labels from your H1 or content.

Does this statement apply to all types of sites?

E-commerce sites and structured service sites clearly benefit from this logic. Their categories, key product pages, and institutional sections are easy for Google to identify.

On the other hand, a blog or news medium poses a problem. Their content evolves continuously, without a fixed hierarchy. Google may then prioritize recent or popular articles, regardless of the structure. Mueller's statement remains partial: it does not cover all use cases.

• Hierarchical structure: logical hierarchy with limited depth levels
• Explicit titles: descriptive, unique title tags and H1s per page
• Consistent internal linking: internal links reflecting the relative importance of pages
• Readable URLs: meaningful URL paths that reinforce the structure (e.g., /services/audit-seo/)
• Limitations: variable effectiveness depending on site type (e-commerce vs. media)

Is this statement consistent with field observations?

Yes and no. On well-structured sites — clear hierarchy, clean linking — it is indeed observed that Google displays site links that are consistent with the expected hierarchy. Pages like /services/, /about/, /contact/ regularly appear.

But here’s the problem: even with a flawless structure, Google can decide to display completely unexpected pages. Blog posts from three years ago, minor product pages, or even pagination URLs. [To be verified] The algorithm clearly integrates other undocumented signals — traffic, click-through rate, content freshness — that Mueller remains silent on.

What criteria does Google intentionally leave out?

Mueller does not mention user behavior. Yet, several case studies show that the most clicked pages from the SERPs often become site links, even if they are not at the top of the hierarchy.

The brand search volume also plays a role. A site with low branded searches will rarely display site links, regardless of its structure. Google reserves this feature for sites that have a certain authority and recognition. This omission is not trivial — it simplifies the message but obscures real entry barriers.

In what cases does this rule not apply?

One-page sites or sites with very few pages will never have site links, structure or not. Google needs a minimum depth for it to make sense.

Sites with high editorial turnover — media, news portals — see their site links change constantly. Structure matters less than the freshness and popularity of recent content. Here, the algorithm favors temporal relevance over hierarchy.

What should you do to maximize your chances?

Audit your current hierarchy. Use Screaming Frog or Sitebulb to visualize the crawl depth of each page. If strategic pages are situated 4-5 clicks from the homepage, bring them back to 2-3 clicks maximum through the main menu or internal link blocks.

Next, check to ensure that your title tags and H1s are explicit and unique. No "Page 2" or "Services - Our Company". Each page should have a descriptive title that clearly indicates its content without ambiguity.

What common mistakes compromise the selection of site links?

Internal duplicate content muddles the waters. If multiple pages share the same title or nearly identical content, Google doesn’t know which one to prioritize. The result: none appears as a site link.

Dynamic URLs with parameters (e.g., /page.php?id=123) are also detrimental. Google struggles to interpret them and prefers readable paths. Switch to URL rewriting if not already done.

How can you verify that your site is correctly configured?

Start with a brand search (exact name of the site or company) on Google. If you already have site links, note which ones appear and compare them to your strategic pages. A mismatch indicates a structural or signaling issue.

Use the Search Console to identify the most clicked pages from the SERPs. If they don’t align with your expected hierarchy, it indicates that your internal linking or titles are not clearly communicating your priorities to Google.

• Audit the crawl depth of all strategic pages (max 2-3 clicks from the homepage)
• Rewrite title tags and H1s to be descriptive and unique
• Eliminate content and URL duplicates (canonicals, redirects)
• Switch to URL rewriting for readable paths consistent with the hierarchy
• Strengthen internal linking towards the pages you want to see appear as site links
• Monitor branded search results and adjust according to displayed pages