The Dutch website http://www.seohandleiding.nl/google-strooit-met-kruimels.html has an article on the introduction of Google breadcrumbs. The image below shows an example. All green parts (=breadcrumb) are clickable and correspond to the path on the website.

 

google breadcrumb

 

But what are the consequences of the introduction of Google breadcrumbs?

Should we now alter our website structure? Google says the change should result in more clicks to the website. I forsee one problem though! As a SEO specialist you have made sure your page matches the used keyword in Google. The page its contents match this too. This ensures a match between the content and the searched keyword. This should result in lower bounce rates and higher conversion rates. But when someone clicks on a higher level in the breadcrumb they end up at a different page. This page doesn’t match in content and keyword. How would this effect your succes rate?

 

So you shouldn’t only look at your website’s structure, but you have to make sure there is a continous match between the searched and the result. You could choose to display the used search keywords (e.g. “You have found our website by using ‘keyword’ on Google”.) This technique is also widly used by webshops and research shows this could improve conversion by 24%.

 

About the author

Diederik Martens Marketing Operations Contractor

Diederik Martens is a results-driven digital marketer with a passion for B2B and the complex sale. Diederik is a frequently asked speaker and lecturer on marketing operations, marketing automation, lead nurturing, buying journeys, CRM, Predictive Lead Scoring, and marketing technology. Diederik is Marketo Certified and experienced in Salesforce. Marketo honored Diederik as one of the world’s top 50 by naming him to the 2014, 2015, and 2016 Marketo Champion Elite class. In 2015, Diederik was awarded a Killer Content Award in 2015 for his nurture campaign strategy at Quintiq.

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