GOOGLE LAUNCHES BREADCRUMB SERPS

Breadcrumb SERPs Launched by Google

Google has renewed the search results pages by affixing breadcrumbs at the top of the page. These breadcrumbs give rise to informational search queries followed by images. This search display update is an exciting step, off from how Google presents the search results. The change is supposedly a part of an advancing mobile-first version of Google.

Reevaluation of Google’s Mobile First Index

Google has been transitioning to a mobile-first index and this has been generally perceived to mean that Google will rank sites that perform well on mobile devices, per Google’s own announcements. Google has also been transitioning to new ways of illustrating information that is suited for mobile devices. The breadcrumb SERPs appear to be a part of this transition of the SERPs.

There has not been any authorized declaration about the breadcrumb search results. These results are displaying for searchers, so it’s probably not a test.

Mobile First User Interface

This shift to how Google presents search results, as well as other recent updates, may intimate that Google is trying to take an extreme step away from what search results look like. This may be a hint of Google’s shift toward displaying information in a mobile-first format, a mobile-first UI.

With a mobile-first index, Google seems to also subsume how information can be displayed on a mobile device with a mobile-first SERP UI.

The search results are frequently relevant for mobile devices when users search for particular kind of information. Google is now showing search results in a format that is easy to evaluate for someone on a mobile phone.

Google is taking advantage of user interactions that are precise to mobile devices, such as swiping. Google is also enhancing the use of images in the search results. Still, these work great on desktop computers. Google appears to be transitioning to Mobile First Search Results, which is different from the earlier announced mobile-first search index.

A mobile-first search index is regarding the sites that are mobile friendly. A mobile-first search result is a comprehensive reviewing of how the search results are displayed.

Samples of Google’s Breadcrumb Display

This is a sample of a search result for the query, Prime Ministers of India:

Notice the breadcrumb highlighted by the arrow I placed in the screenshot. The images can be swiped on a mobile phone. Clicking an image will take you to a second Google search result that offers more information about the entity. The screenshot below is the second search result after clicking on one of the images: Now the breadcrumb has expanded to include the name of the Indian prime minister I clicked. Clicking the breadcrumb will navigate me away from this search result. This is a dramatic change from how Google previously displayed information. The breadcrumbs are a quick mobile-friendly way to navigate away from this search result and explore, without having to type. Additionally, a user is able to swipe the image carousels to access more information.

Another search result for “who were husbands of Elizabeth Taylor

“Here is another search result for “top football teams the UK” that demonstrates Google’s ability to differentiate between American football and European football. Should You Optimize for Breadcrumb Results?

This new way of displaying information needs to be studied to find out how Google is selecting the images and sites to show in the new breadcrumb Results. It may be more helpful than ever to add images that are relevant to the topic of the web page. Logos, images of the entity (person, place or thing) that is the subject of the web page may be more important. Schema markup may be helpful but I don’t think it’s absolutely necessary.

Ranking for these phrases may not lead to increase sales. Most of these searches I’ve reviewed do not feature advertising. This may indicate that the search queries themselves are of little worth in terms of the lead generation or direct sales.

The Takeaways

There are three takeaways

The search queries that generate these phrases do not at this time appear to conflict with queries that show advertisements

These search queries may not be used for lead generation or sales

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