Google using breadcrumbs in SERPs

Just came across a very interesting Google search result which used breadcrumb data in the URL area – shown in the screenshot below. Very interesting implications beyond just the display here – it proves that Google is reading and understanding breadcrumb data. Weirdly in both examples below, the page title structure reflects the breadcrumb structure quite closely.

motability

If you’re not already using breadcrumbs in your website architecture, now’s the time to start adding them…

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12 Responses to Google using breadcrumbs in SERPs

  1. Lessy July 17, 2009

    Could you please post the URL where this has happened?
    Or at least the TLD of the Google-site, where this was occuring would be good…
    Thanks

  2. rob July 17, 2009

    sure, sorry forgot to add that :)
    http://www.google.com/search?q=motability

  3. Lessy July 17, 2009

    Uhm, okay – didn’t think it was the standard-US domain…
    I could reproduce it neither on .co.uk or on .com.
    Strange, but might just been a test.

  4. Trackback: Breadcrum Navigation in Google
    [...] Navigation in Google Stephan Walcher schrieb am 18. Juli 2009 Rob Hammond hat einen interessanten ... prometeo.de/2009/07/breadcrum-navigation-in-google

  7. slink July 22, 2009

    Isn’t this an effect of an extension installed on your browser?

  8. rob July 22, 2009

    Nope – there’s no Firefox extension I’m aware of that causes this effect, and I’ve never seen this effect before or since

  9. Trackback: Google using Breadcrumbs in the Serps? | Leo Fogarty .com
    [...] the serps regarding breadcrumbs. Rob Hammond also came across some strange results which utilised breadc... leofogarty.com/google/google-using-breadcrumbs-in-the-serps.html

  10. Leo Fogarty August 12, 2009

    Hi Rob

    I saw something similar in the serps but the breadcrumbs were displayed before the meta description. I got screenshots from 2 different search results but haven’t seen it since. I’ve added the screenshots to my blog post Google using Breadcrumbs in the Serps?

  11. Trackback: Google Testing Breadcrumb Navigation In SERPs - Red Cardinal
    [...] other reports of this test, with screenshots, over here. Interesting test, and I wonder how where the br... redcardinal.ie/conversion-optimisation/13-08-2009/google-testing-breadcrumb-navigation-within-serp-results
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