Multiple links on a Google serp entry?

On this google search, I see 5 results on what was once the first result

[philipkd]

I Googled "bloglines" and the first entry had the main link to bloglines's home page, but also four links to its main menu items: "Log In - Directory - Register - Share"

When did this feature come out? and how can I customize my entry like this on Google's serp?

[sitemaker]

It's something Google has been testing for a while. You can't control it. It only appears for some searches, some of the time, in some regions.

[henweb]

Ahhh, I wondered what was going on - I did a search for my site earlier, and it (the top result) got the same thing - four small sub-links to random pages on the site (some of which are dead - very odd).

But when we tried to replicate it later, we couldn't.

Mystery solved!

[Jon_King]

I've noticed far more of these 'Rich Content' links. Search a large concern such as IBM if you need an example.

How and who gets them? Can we apply for them?

[Nikke]

I guess you would have to be quite firmly rooted in that first position in SERPs for a while to get there.

At least, there is no question about whether a site is seen as an authority site by Google any more...

[djmick200]

I mentioned this somewhere else but it is relevant here.

mysite.co.uk doesnt get the extras beneath it but
mysite.co.uk/gallery/famous_person.htm does.

It is the only page on my site that does.

Bizarre

[Nikke]

Bizarre, and now I just saw that one of the larger spammy, affiliated-with-anything-that-moves sites, filled with useless pageholders and misleading info just to be able to put up 20 ads, has their index page displayed in this manner.

So much for authority...

[SFReader]

Nikke,

Do you ever report those sites to Google?

I do when one particularly annoys me - usually nothing in competition with my sites.