That is incorrect. Currently for "southwest airlines" in the US, sub links for their organic listing include: -Check in Online -Book Travel Award -Check Flight

That is incorrect. Currently for "southwest airlines" in the US, sub links for their organic listing include: -Check in Online -Book Travel Award -Check Flight Status -Special Offers -Flight Schedules -Customer Service This may be different in other countries. I am inclined to believe this is showing for nearly all US users as I have seen these direct links for airlines for quite some time. What Southwest is doing is trading their free clicks for paid ones.