Optimizing Breadcrumbs For Search Result Click-Through

Optimizing Breadcrumbs For Search Result Click-Through

By: Corey Philip
Updated: October 20, 2020

“Damn that’s awful”… that’s what I thought when I was looking at my site showing up in search rankings.

Right there in the ‘breadcrumbs’ was the category ‘uncategorized’.

That’s certainly not professional and hideous.

What shows up in the search result matters.

This is what users see to decide if they are going to click on your site. The amount of people that click on your result (click-through-rate) is damn near certainly a factor in ranking.

Getting this right is crucial and pretty simple.

There used to be 2 things that showed up in the organic search results.

#1: Page Title

#2: Description. This could either be the meta description or in some cases googles own description taken from the content.

Now there is number 3; which my picture above shows. The breadcrumb.

In my case the word, getting that ‘uncategorized’ out of there needs to top priority. So I looked into it a bit.

I actually had’t heard of such a thing, so I looked a bit up.

According to Google Product Experts in their support forum, this either  “breadcrumb structured data” or “Google is guessing at one based on the URL folders”.

With a little more research I found out my Yoast SEO plugin had breadcrumbs setting. The pic below shows you how to find it.

But my Yoast plugin had the breadcrumbs disabled.

So where were my coming from at the moment?

Well the only thing I could figure out would be the category down in the bottom of the post.

I’m going to delete that and see what happens…

The more ‘big picture’ solution would be categorizing all the posts on the site and then using Yoast to optimize the breadcrumb structure.

Corey Philip
October 20, 2020
Corey Philip

Founder of a home service / specialty trade contracting company (think patio's and deck) with a focus on customer experience. Quantitative investor. Data driven marketer. Runner.