Google has updated search results pages by adding breadcrumbs to the page’s top. These breadcrumbs are initiated by informational search queries and come with images. The new search display update is a unique step through which Google displays search results. This change is being considered as Google’s mobile first version which is evolving.

Redefining Google’s mobile first index

Google has been shifting to a mobile first index and this has been clearly understood that it will give precedence to sites which perform well in mobile devices. It is moving to new ways of displaying information which are suitable for mobile devices. The breadcrumb SERPs are considered a part of the transition to SERPs. There has been no official announcement regrading breadcrumb search results. The results have been displayed for searchers only.

Mobile First UI

This change in the way Google shows search results with other updates can indicate that there is a sea change in the way search results are going to look like. This can be an indication of Google’s shift towards displaying detail in a mobile first UI. What Google states by a mobile first index also includes information which is shown in a mobile phone.

The search results are becoming increasingly befitting for mobile phones. When users look for specific types of information, Google is now displaying search results in a format which can be easily evaluated by someone using a mobile phone. It is leveraging the use of user interactions which are specific to mobile phones like swiping. It is also increasing use of images in search results. However they still work well on desktop computers.

Google looks like transitioning to Mobile First Search Results, which is different from the mobile first index announced earlier. The latter shows sites which are mobile friendly. It is a complete reconsideration of the way search results are displayed.

Examples related to Google’s Breadcrumb display

Here is an instance of search result for the query, Prime Ministers of India:-

Google launches Breadcrumb SERPs

You can view that the breadcrumb highlighted the arrow that was placed on the screenshot. These images can be swiped on a cell phone. By clicking an image you will go to a second Google search result which offers more information related to the entity. The screenshot below is of second search result after clicking on one of these images.

Google launches Breadcrumb SERPs

Now breadcrumb has expanded o include the name of the Indian prime minister clicked by the user. By clicking on the breadcrumb, the user will be navigated away from this search result. This is a radical change from the way Google displayed information earlier. Breadcrumb is a prompt mobile friendly way for navigating search result and exploring without having to type anything. Moreover, a user can swipe image carousels in order to access more details.

Should you optimize for Breadcrumbs results?

This is a new manner of displaying information. It needs to be found out how Google is choosing websites and images for displaying in the new breadcrumb results. It can be more helpful than before to add relevant images to the topic of a web page. Logos, images of an entity which is the web page’s subject can be more important. Schema markup can be useful as well.

Ranking for these phrases may not boost sales. Majority of the searchers don’t feature advertising. This can signify that search queries themselves have little value when it comes to direct sales or lead generation.

Major takeaways

There are three major takeaways.

  • Search queries which generate the phrases do not have a conflict with queries which show ads
  • Search queries may not be useful for generating leads or sales
  • The new search results might indicate that Google is making a transition towards a mobile search display

Ritu from PageTraffic is a qualified Google Ads Professional and Content Head at PageTraffic. She has been the spear head for many successful Search Marketing Campaigns and currently oversees Content Marketing operations of PageTraffic in India.