Rich Sitelinks are the blue links from the brand’s website underneath the homepage at the top of the Search Engine Results Page for a search query on the brand’s name (we call this a Brand SERP).
Google uses rich sitelinks to improve the on-SERP experience of its user. The aim is to allow the user to navigate directly to the part of your site that they want to visit, rather than going through your homepage, and then your navigation system, which is potentially a bad user experience. Read more below…