Sitelink titles (anchor text) can be influenced by your webmaster charms! The URLs that Google selects for sitelinks, however, are far less manually manipulated.
If the titles of your sitelinks aren’t exactly what you hoped for, a troubleshooting tactic is to investigate the anchor text of your internal links (as it’s one of several factors used to determine sitelink titles). For example, here are a few links on Oprah’s homepage:
|Link to a CSS sprite (so it’s a less common case, but you get the idea)||
Let's pretend Oprah sees her sitelink "BOOK CLUB," but she would prefer it displayed with standard capitalization as "Book Club". One way to help influence this change is for Oprah (or a web-savvy Stedman) to check the anchor text of her internal links and the alt text of her image links -- making sure to use "Book Club," not "BOOK CLUB."
We recently updated our sitelinks FAQ to reflect this tip (thanks to the Sitelinks teams for all their help!):