Google Replaces A Site’s URL In Search Results & Uses Its Site Name & Breadcrumb Path

This is no doubt a nod to mobile usability.  Webpages and URLs are deemed non-native to app oriented experiences.  I wouldn’t be surprised if these changes eventually jumped over to desktop in the near future.

Google announced they’ve begun replacing the URL within the search result snippet area with a site name and breadcrumb path. This only impacts the mobile search results but may roll out wider over time.

Google said that starting today they have updated their “algorithms that display URLs in the search results to better reflect the names of websites, using the real-world name of the site instead of the domain name, and the URL structure of the sites in a breadcrumbs-like format.” Google has actually been testing this for a few years now, it was not uncommon for searchers to see these tests over the past few years.

via Google Replaces A Site’s URL In Search Results & Uses Its Site Name & Breadcrumb Path.

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