How breadcrumbs help SEO

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What are breadcrumbs?
Breadcrumbs try to answer the questions: Where am I on the website?, How did I get here? or How can I go back ?

To achieve this, breadcrumbs mark the path that must be followed through the web architecture to access from the home page to the page we are on. It is especially useful when the website is large, with a lot of content and many pages. It is usually a structure that appears at the top of the pages and usually has the following format: Home > Page 1 > Page 2 > …> Current page as we can see in the example below.

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breadcrumbs

It is also important that each of these levels has a link to the page they advertise, las vegas email marketing address because this way the user can easily go back in the navigation path. In this example, it is easy to understand that, if you are looking for information about motorcycle insurance and it is not what you were looking for, by clicking on a higher category, in this case Insurance and Services, you can find out about the rest of the insurance that the company has.

Advantages for users of having breadcrumbs
The implementation of breadcrumbs, as we have seen, not only favors the positioning of the website in search engines, but also helps the person who is visiting the page, since they improve the usability of the website.

There are sites with many pages and a significant number of categories and subcategories in which users can get lost. Breadcrumbs help visitors feel that they have more control over the website , since they can see the easiest way to get to the page they are on and can understand which categories they have arrived from (in the same way that the menu helps to navigate the website, placing the user in the structure and facilitating direct and quick access to different levels of the site).

How breadcrumbs help a website's SEO
Making the site more usable and making the user feel more comfortable browsing it means that they spend more time on the website and visit more pages, which translates into a lower bounce rate and, normally, a higher conversion rate.

And, in addition to what we have already mentioned, having breadcrumbs well implemented on the website can bring multiple benefits for SEO. On the one hand, some of the keywords on the pages can be indicated within the breadcrumb structure as anchor words, in this way, we help search engines understand how a page is related to others within the website. In this way, we improve the SEO that we have done, both for the pages in its category, as well as for the more internal pages.

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On the other hand, if breadcrumbs are well implemented, they make Google understand that what the robot is looking at is a navigation path, which allows the breadcrumbs to be displayed in the SERP, making it more visible through rich snippets. In the following photo we can see an example:

breadcrumbs

In addition, the links from each category in the breadcrumb structure improve the internal linking of the main pages at each level, which also brings better positioning in search engines. This format not only gives information to users, but also to crawlers about the architecture of the site.

As if this were not enough, its implementation is very simple and cheap, so this measure is very interesting when taking measures with the intention of improving the positioning of our website in search engines.

Types of breadcrumbs
Next, we will discuss the three different types of breadcrumbs that can be implemented on a page. The decision to choose one type or another should be based on the user's needs, the type of navigation that the website presents, or the data and attributes of the site.

Breadcrumbs based on the structure of the web. This is designed for websites where each element is located in a single place, so the breadcrumb does not depend at all on the way the user navigates, since there is only one path to reach each page. This structure informs about the place within the web where the element we are currently on is located.
Breadcrumbs based on user navigation. Most commonly used on websites where there is no static structure, where each element is located in more than one place, meaning there is more than one path to get to it. Therefore, in this structure, what is indicated is the path that the user has followed to get to the page where they are located. This structure answers the question: how did I get here?
Breadcrumbs based on attributes of the page content. This is often used on e-commerce sites, as each product can have different tags or attributes, such as brand, model, function, etc. And each of them can contribute to the breadcrumb. The advantage of this type of breadcrumb is that products belonging to more than one category can be searched in each of them.
Having more than one type of breadcrumbs makes it easier for them to adapt to our website and the way in which it is navigated, making it possible for the user to have a satisfactory experience in terms of browsing the site. If you want to implement these breadcrumbs on your website and you don't know how to do it, at SEOCOM we can help you.