Yesterday Google went live with a change to their mobile search results (separate to the mobile update due on Apr 21st ) that changes the URLs that they display to a breadcrumb format.
Westfield Health > Individual > Health Cash Plan
In order for websites to fully enable this functionality Google are encouraging 2 things:
- Websites to implement structured markup on their home page to provide the brand name to be used https://developers.google.com/structured-data/site-name
- Websites to implement structured markup on all pages for which they want to control how the breadcrumb read https://developers.google.com/structured-data/breadcrumbs
Note. Google currently attempts to construct an appropriate breadcrumb but it may not appear as you might like.
As of today Quba recommend all companies to implement these changes with priority being on the home page change.
We believe that a recognised brand name paired with a cleaner more readable breadcrumb could encourage 'the click' and give you advantage over the competition.