What Are Breadcrumbs in SEO: Improving Site Navigation and User Experience

Picture yourself exploring a dense forest, unsure of which path to take. How do you ensure you can find your way back? You could leave a trail of breadcrumbs, just like Hansel and Gretel in the classic fairy tale. It might sound amusing, but this simple idea of leaving a breadcrumb trail to mark your journey has found its way into the world of search engine optimisation or SEO, where it serves a vital role in guiding users through the vast forest of your website. 

So, what are breadcrumbs in SEO exactly? And how can you leverage them to boost your site’s navigation and user experience?

SEO Breadcrumbs Explained 

In SEO, breadcrumbs are navigational aids that help users determine their current location within a website’s hierarchy. Typically displayed near the top of a webpage, they allow users to track their path back to the homepage or any preceding level of the site structure. 

In essence, breadcrumbs act as internal links that guide people through a website, helping them find the information they need more easily and efficiently. Not only does this feature improve user experience, but it also enhances SEO by contributing to a well-structured internal linking system that search engines can easily crawl.

Types of Breadcrumbs and Their Applications 

Breadcrumbs come in different forms, each serving a unique purpose. However, before adding them to your site, understanding the various types available is crucial. That way, you can choose the one that best fits your website’s structure and user needs.

1. Location-based breadcrumbs

Also known as hierarchy-based breadcrumbs, these are the most common type and indicate the user’s position within the website’s structure. For example, if a user is browsing a product on an e-commerce site, the breadcrumb might read: Home > Category > Subcategory > Product. This type of breadcrumb helps users understand their location and easily navigate back to broader categories.

2. Attribute-based breadcrumbs

Attribute-based breadcrumbs are prevalent on e-commerce sites. They show users the attributes they’ve selected to reach a particular product. 

For instance, let’s say someone is looking for children’s running shoes on your website. The breadcrumb might display: Home > Shoes > Running > Children’s. This type of breadcrumb enhances the shopping experience by allowing users to modify their selection criteria without starting their search from scratch.

3. Path-based breadcrumbs

Also known as history-based breadcrumbs, path-based breadcrumbs display the sequence of pages a user has visited. For example, if a web visitor navigates through multiple pages within the site, the breadcrumb trail might look like: Home > Page 1 > Page 2 > Current Page. 

While this can be helpful for some people, it can also cause confusion. This is because the breadcrumb path may change based on different navigation routes.

4. Dynamic breadcrumbs

Dynamic or forward-looking breadcrumbs not only show the current path. They also offer a preview of potential next steps. This is particularly handy for websites with complex structures or multiple pathways leading to the same content, as it helps guide the user through their journey.

The Benefits of Implementing Breadcrumbs 

Now that you know what breadcrumbs are in SEO and their different types, let’s dive into the specific benefits they bring to your website.

1. Better user experience

Breadcrumbs make it easier for visitors to explore and navigate your website by allowing them to retrace their steps or jump to higher levels within the site’s hierarchy. This ease of navigation can lead to longer visits and deeper engagement, as users can quickly find the content they’re interested in without feeling lost or frustrated. 

For example, if a visitor lands on a blog post within your site, they can easily navigate back to the main blog page or the homepage using the breadcrumb trail. This encourages them to explore more of your web content.

2. Enhanced internal linking structure

Breadcrumbs are an excellent way to bolster your site’s internal linking, which is crucial for SEO. By linking to higher-level pages, they create a clear and organised structure that search spiders can crawl efficiently. This helps search engines better understand the relationships between different web pages, potentially boosting your site’s search rankings.

3. Lower bounce rates

Although bounce rate is not a direct ranking factor, reducing it can still positively impact your site’s performance. Breadcrumbs encourage visitors to explore other parts of your website instead of leaving after viewing just one page. By making it easier for users to find what they’re looking for, breadcrumbs can help keep them on your site longer, improving overall engagement.

4. Visibility in search results

When breadcrumbs are properly marked up with structured data, they can appear in search engine results as rich snippets. This can make your website or listing more attractive and informative to your target audience, which can potentially increase your click-through rates.

However, it’s important to ensure that your breadcrumbs are visible on your site and not just marked up for SEO purposes. Otherwise, Google may hand you a penalty for attempting to game the system.

Common Mistakes to Avoid When Implementing Breadcrumbs 

While breadcrumbs can offer numerous benefits, they need to be implemented correctly to be effective. Here are some common mistakes you should avoid:

1. Inadequate or excessive breadcrumb trails

Breadcrumbs should be visible and accessible without overwhelming your web visitors. Ensure that the text size is readable, especially on mobile devices. At the same time, see that it is not so large that it dominates the page. Placing breadcrumbs near the top of the page, just below the navigation bar, is generally the best practice.

2. Duplicating the navigation bar

If your breadcrumbs merely replicate the links in your navigation bar, they may not add any value. Instead of duplicating your main navigation, use breadcrumbs to provide additional context and facilitate easier navigation through nested pages.

3. Relying solely on breadcrumbs

Breadcrumbs should complement, not replace, other navigational elements, such as your main menu. They are an aid to navigation but should not be the sole method for visitors to move through your site.

4. Choosing the wrong type of breadcrumbs

Selecting the appropriate type of breadcrumb for your website’s structure is crucial. For example, location-based breadcrumbs work well for sites with a clear hierarchy, while attribute-based breadcrumbs are better suited for e-commerce sites with filterable product categories. Using the wrong type can confuse users and diminish the effectiveness of your breadcrumbs.

Use Breadcrumbs Correctly to Boost SEO 

Breadcrumbs are a powerful yet often underutilised feature that can greatly enhance both the user experience and SEO of your website. By providing a clear navigation path, improving internal linking, and potentially boosting search engine visibility, breadcrumbs offer a simple yet effective way to optimise your site. 

At Springhill Marketing, we offer expert SEO solutions designed to improve your website’s performance and online visibility. Get in touch with us today, and our team of specialists will create an SEO blueprint tailored to your business.