How is this done?

[13Gigatons]

The first result has that additional stuff:

http://www.google.com/search?h...Search&aq=0&oq=true+la

 

[Markbnj]

They're searching a couple of levels deeper. They already have the contents of the page indexed, as well as all the other pages on the site, the sites that link to it, and the sites it links out to. They announced... last week I think it was, that they would now be offering "results within a page." It's not so much a technology innovation, but a business decision. It pisses off a lot of site owners because when Google is indexing the innards of your site it provides an alternative navigation mechanism that is often draped with the ads of competitors.

From what I have read they are allowing sites to opt out.

 

[degibson]

I think google has always indexed site innards -- its never been a problem for me, but I've often found links to stuff buried deep in my own site.

I wouldn't be surprised if True Launch Bar had paid for those additional options -- google is a business after all.

 

[troytime]

they're called Sitelinks, they've been around for at least a couple of years

sites with enough indexed pages and enough search engine traffic AND a halfway organized and obvious site structure will get them when the user's search query is specific to that site

they're not paid

admins can block links from being listed as sitelinks, but thaty can't choose which ones get added there

 

[degibson]

I google'd Sitelinks and I now agree completely with troytime. Google's /sposored links/ are purchasable, not Sitelinks.

Sitelinks: http://googlewebmastercentral....n-about-sitelinks.html