Google changes mobile search listings - How to and why set your new breadcrumb


Yesterday Google went live with a change to their mobile search results that changes the URLs that they display to a breadcrumb format.

mobile-search-breadcrumb.png
 

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.

For example:

https://www.westfieldhealth.com/individual/health-cash-plan
becomes
Westfield Health > Individual > Health Cash Plan

In order for websites to fully enable this functionality Google are encouraging 2 things:

  1. 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
  2. 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.

 

17 Apr

2015
Chris Ebbs
Estimated read time:
 words,  minutes

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