Crumbs! Another Google Update…

The Google update for mobile, optimistically dubbed ‘Mobileaggedon’ by various experts in the SEO industry, successfully rolled out on April 21st as planned. You might have read our blog about it and gotten in touch with us to make sure your site was mobile-friendly and what to do if it wasn’t.

So we know that Google know ranks sites depending on how well optimised they are for mobile, but is there anything else that’s happened? Though the algorithm’s been updated, there are still a few things that you might need to know about the way that Google’s Mobile search results are presented. Specifically, the update has changed the way that URLs are displayed in mobile search.

Mobile search results no longer display the actual URL of the site, but a breadcrumbs-style format of the URL Structure. This particular change has been rolled out worldwide.

The second change to the Google update has only been rolled out in the US so far, but there’s nothing to suggest that this won’t be rolled out worldwide in the future. The second change to URL structure for mobile is that you can display the site name rather than the domain. For example, if you were to type ‘Zebra Internet Services SEO’ into Google through your phone, instead of being displayed as seo-online-reputation/ it would instead be displayed as ‘Zebra > Seo & Online Reputation.’

As it turns out, Google has been planning this change for years, testing it through mobile and web search before deciding to roll out the worldwide changes. By the look of things, this new breadcrumb structure is set to change the way SEO is done yet again.

This update puts a new focus on well-structured URLs, so if you have organised your website in a silo structure with your folders laid out logically then you’re in luck. Based on the actual page URL or the navigation breadcrumbs on the page, the Google update will display the structure in a way that it determines to be the best representation of the way your page fits within the site.

A well-structured URL will effectively communicate what a page on your site is all about, and ideally your pages will be within a few clicks of the home page for the best results. What matters is that your URLs provide Google with context, such as the names of product pages and categories that those product pages fall into.

Implementing breadcrumb navigation in your site will give you a significant advantage when it comes to SEO, because the links that you create better helps Google to understand what your site is about as well as creating a more user-friendly site for your customers to navigate. It’s also a great way to assert your site’s authority through links, as a logical and well-laid out breadcrumb path will naturally pass link juice up to your main landing pages.

If the ability to display breadcrumb URLs under your own terms becomes available worldwide then you’ll be able to present your website to users through organic search the way that you want. From a branding and advertising perspective, it’s yet another opportunity to get your site seen by customers through easier brand identification and recognition. It seems that Google’s trail of breadcrumbs is set to lead a lot of websites out of the woods and into the warm light of a strong online presence.

Zebra Internet Services specialise in SEO & Online Reputation Management. For more information on our services, including Pay Per Click Management and Social Media Management, you can visit our site at or give us a call on 0191 261 2252.

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Camille Taylor

Camille Taylor is Head of SEO and Online Reputation Management at Zebra Internet Services.