1. One or more computer storage media storing computer-useable instructions that, when used by one or more computing devices, cause the one or more computing devices to perform a method, the method comprising: performing an analysis of web pages within a web site based on the URL structure of each web page and content of each web page; generating a deeplink hierarchy for the website based on the analysis of the web pages within the website, the deeplink hierarchy including nodes at various hierarchical levels in the deeplink hierarchy, each node containing a set of one or more deeplinks corresponding with one or more web pages within the web site, the deeplink hierarchy being generated by assigning deeplinks to hierarchical levels based on URL structure of corresponding web pages and grouping deeplinks into nodes at each hierarchical level based on content of corresponding web pages, at least one node containing a set plurality of deeplinks corresponding with a subset of web pages within the website identified as being similar; determining one or more keywords for each node based on the one or more web pages corresponding with the set of one or more deeplinks for each node, wherein one or more keywords are determined for the at least one node containing the plurality of deeplinks by analyzing the subset of web pages corresponding with the plurality of deeplinks; associating the one or more keywords with each node; and storing information regarding the deeplink hierarchy for the website for use in providing deeplinks for search results.