Do Google's breadcrumbs lack relevancy?

Google has altered its search results so that the green URL link which typically appears below each individual search result to show where users will head when they click it will be replaced in some cases with a hierarchy demonstrating the page's location on a site.

Such news could be useful for businesses working on search engine optimisation, with Google claiming that it will provide new navigation options and valuable context.

However, Aaron Wall, in a post for SEO Book - who calls this process "breadcrumbs" - states that while some people may enjoy seeing the site structure, the primary reason individuals use search is that they want the most relevant results without having to drill down through a site.

"Google initial implementation shows the hierarchy [...] rather than listing the current page ... this has a net effect of making the result look less relevant unless the breadcrumbs are really tightly associated with each other," he notes.

He adds that it could also hurt the perceived relevancy of links, particularly as keywords featuring in the breadcrumb may not be highlighted.

Without addressing these issues, Mr Wall warns that it will end up costing publishers some perceived relevancy.

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