if you type "online casino" on google you get in the #1: GoldenPalace.com :: #1 Online Casino Experience world-class online casino service at GoldenPalace.com. Play for free or for real money. Real time gambling on fast playing, realistic games ... www.goldenpalace.com/ - 26k - Cached - Similar pages - Filter - http://www.goldenpalace.com/playnow.php - http://www.goldenpalace.com/promotions.php - http://www.goldenpalace.com/slots/ - http://www.goldenpalace.com/blackjack/ More results from www.goldenpalace.com » and i see it in more keyword, how google put it, is the site owner need to make something? or it's google, and if yes how google decide what keyword to put it and what link? thanks
The site has managed to get hundreds of its pages indexed in Google. That's why Google rewards it by showing its multiple links. I have my website about japanese used cars. If you search for the term 'japanese used car classifieds' my site shows up first and you can see two links. I do not pay anything to Google to do that. Perhaps, it shows the two links because the keyword phrase is highly relevant in these two links.
That company has spent a ton of money on advertising and is an established brand. Part of the reason they get a high rank is because a lot of people click on their link in the search results and Google factors this high clickthrough rate into ranking calculations. If Google serves up search results and the user clicks on one more than others than Google can assume some extra relevance.