Google has revamped the search results pages by introducing breadcrumbs at the top of the page. These breadcrumbs are activated by informational search queries and are paired with images, signifying a notable shift from the traditional search result displays. This modification is seemingly a part of Google’s ongoing transition to a mobile-first approach.
Redefinition of Google’s Mobile First Index
As Google transitions to a mobile-first index, it aims to prioritize sites that render effectively on mobile devices, based on Google’s statements. Additionally, Google is adopting new methods for presenting information suitable for mobile devices. The breadcrumb search results appear to be part of this evolution of search result pages (SERPs).
There hasn’t been an official announcement concerning the breadcrumb search results, yet they are undeniably appearing to searchers. This implies that the format is likely more than just a test. It was first noticed within the Th3Core.com search marketing forums.
Mobile First User Interface
The transformation in how Google presents search results, along with other recent developments, suggests that Google is making a fundamental departure from the conventional appearance of search results. This could be indicative of Google’s shift towards delivering information in a mobile-first format, emphasizing a mobile-friendly user interface (UI).
A mobile-first index involves adjusting how information can be presented on mobile devices, embodying a mobile-first search engine results page (SERP) UI. The search results are increasingly tailored for mobile devices. Now, when users search for specific information, Google displays the results in a format that is conveniently assessable on mobile phones.
Google is leveraging interactions specific to mobile devices, such as swiping, and is also increasing the inclusion of images in search results. Despite these changes, the results still function well on desktops. Google seems to be transitioning towards Mobile First Search Results, marking a change from the previously announced mobile-first search index.
While a mobile-first search index emphasizes showing mobile-friendly sites, a mobile-first search result involves a comprehensive rethinking of search result presentations.
Examples of Google’s Breadcrumb Display
For instance, a search result for "Prime Ministers of India" illustrates this change. Notably, the breadcrumb element can be highlighted, and users on mobile phones can swipe through images. Clicking an image redirects users to a secondary Google search result offering further details about that entity. Expanding the breadcrumb includes the name of the Indian prime minister that was clicked, showing a significant transformation from previous displays.
Similarly, a search for “who were husbands of Elizabeth Taylor” and “top football teams UK” showcases Google differentiating between American and European football.
Should You Optimize for Breadcrumb Results?
This new display methodology necessitates analyzing how Google selects images and sites for these breadcrumb results. It might be advantageous to incorporate relevant images tied to the webpage topic, such as logos or images of the subject. Although schema markup could be beneficial, it might not be essential.
Ranking for these queries might not boost sales, as many reviewed searches lack advertising, indicating that these queries might not be valuable for lead generation or direct sales.
Takeaways
There are three key takeaways:
- The queries generating these results do not currently compete with those displaying advertisements.
- Such search queries might not be highly valuable for lead generation or sales.
- The new search results suggest Google’s shift towards a mobile-first search display.
Further investigation is needed to determine how to rank for these search queries and appear in Google’s new breadcrumb search results.
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