Update to the presentation of URLs in mobile search

Isaac Bullen

Asia Pacific Director

Mobile search continues to be at the forefront of the digital hemisphere, as Google updates the algorithms that display URLs in the search results.

Google announced changes on April 16 aimed at helping improve organic listings for users searching from a mobile device - specifically addressing the way the URL element of a listing is presented. This update is rolling out over the coming weeks and falls ahead of the more serious mobile-friendly update, aimed at improving user experience by devaluing websites that are not mobile-friendly (we covered this in more depth here and here).


These changes mean that instead of URLs being displayed, the real-world name of the website is displayed i.e 3WhiteHats, as opposed to www.3whitehats.com alongside a breadcrumb trail URL as shown below, left (before) right (after):

 

[caption id="attachment_984" align="aligncenter" width="633"]URL_presentation_update1 Source: Google[/caption]

 

 

To take advantage of this update you (or your developers) will need to implement breadcrumb structured data as described in depth here. The most popular CMS such as WordPress, Joomla, Drupal and Magento all have plugins (or extensions) that allow you to implement breadcrumbs easily.

Specifying the real-world business name is a little trickier and not covered by all plugins, though I’m sure they are making the changes as we speak. To benefit from this update a small piece of script conforming to schema.org, specifying the site-name, needs to be included within each page. Google have provided a good example here. At present, amending the site name is only available to US websites and this is expected to roll out over the coming weeks, whereas the breadcrumbs modification is worldwide.

Will this update have a big impact on your mobile search reports, do you think allowing webmasters to ‘choose’ their name will lead to abuse and more importantly will it stick? Do get in touch, we’d love to hear your thoughts!

 

 

Related Posts

A marketer’s guide to mobile-first indexing

In Google’s ever-continuing efforts to follow user trends and make the web more mobile friendly, mobile-first indexing was rolled out. Read this guide to find out what it is and how you can use it to it’s best ability for marketing and website success.


6 months ago

The step-by-step guide on how to prepare for Google's Page Experience update

Having good user experience (UX) is something every webmaster should strive for. With Google's Page Experience update rolling out in May 2021, we’ve outlined what this is and how you can prepare for it.


7 months ago

Fine-tune your content in 2021 with these SEO tips and trends

As we take our first steps into 2021, now’s the time to identify the most effective ways to use content to connect your business with its audiences. Not only will this help you get ahead of the competition, but after a curveball year in 2020, it’ll ensure you’re on the right track if your audiences’ behaviours online have changed at all.


8 months ago

Inside Screaming Frog: Top Takeaways From The Workshop

Ensuring that your URLs can be crawled and indexed is a cornerstone of SEO. If Google can’t find that lovely content you want to get in front of your customers, what’s the point in writing it, right?


2 years ago

Our top takeaways from BrightonSEO

Google have announced changes aimed at helping improve organic listings for users searching from a mobile device, focusing on the presentation of URLs.


3 years ago

Google changes affecting local queries

As Google continuously updates in order to keep up with our ever-changing world of tech, we ask, what are the recent changes affecting local queries?


3 years ago

Drag