Part of the Google landscape nowadays for big brands is "sitelinks", as can be seen below:
Sitelinks are meant to aid navigation and as you can see, they are a quick way for a user to navigate to the page they want. This can help a brand, minimising drop off along the way.
Currently it is Google that chooses what pages to select from your site as relevant site links, although they hope to change this in the future. For many smaller brands or badly optimised sites, site links are not even shown by Google.
If there is a sitelink on your natural result, there is a way to block irrelevant sitelinks in the hope that Google will select another more commercially viable link. For instance with the example of AXA we will be advising that they block the site link 'careers' in the hope that another commercial product will show.
If you have noticed a link that is not ideal on your Google natural result then please feel free to contact us for advice!
