What are breadcrumbs
and why are they important for SEO?

What are breadcrumbs and why are they important for SEO?

July 10th, 2017 – 14 Comments

Breadcrumbs are an important part of almost any good website. These little navigational aides not just help people visualize where they are on your site, but also help Google determine how your site is structured. That’s why it makes a lot of sense to add these helpful little pointers. Let’s see how breadcrumbs work.

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What are breadcrumbs?

When Hansel and Gretel went into the woods, Hansel dropped pieces of bread on the ground so they could find their way home if the two of them ever got lost. These breadcrumbs eventually became the model for the breadcrumbs we see on websites nowadays. A breadcrumb is a small text path, often located at the top of a page. On yoast.com, for instance, the path to our Yoast SEO plugin page is Home > Software > WordPress Plugins > Yoast SEO for WordPress. This breadcrumb immediately shows you where you are. Every part of that path is clickable, all the way to the homepage.

Breadcrumbs also appear in Google. If you use Yoast SEO or add the correct form of structured data to your site, search engines can pick up this data and could show your breadcrumbs in the search results. These provide users an easy to understand overview of where the page sits on your site.

Different kinds

Looking closely, we can distinguish different types of breadcrumbs. These are the three most common types of breadcrumbs you will find on sites:

Hierarchy based breadcrumbs

These will pop up most often. We use them on our site as well. Breadcrumbs like this will tell you where you are in a site structure and how many steps you can take to get back to the homepage. Something like Home > Blog > Category > Post name.

breadcrumbs hierarchy

Attribute based breadcrumbs

Attribute based breadcrumbs appear after a certain selection has been made, for instance, while searching for a product on an e-commerce site. Maybe, Home > Product category > Gender > Size > Color.

breadcrumbs attribute

History based breadcrumbs

History based breadcrumbs do what it says on the tin; they are ordered according to what you have been doing on the site. Think of these as a replacement for your internet history bar. These would appear like this: Home >  Previous page > Previous page > Previous page > Current page. It’s also possible to combine these like Macy’s does in the screenshot below.

breadcrumbs history

Advantages to using breadcrumbs

There are a couple of advantages to using breadcrumbs on your site. Let’s go over them quickly:

1. Google loves them

Your visitors like breadcrumbs, but Google likes them as well. Breadcrumbs give Google another way of figuring out how your website is structured. In addition to that, Google might use your breadcrumbs to show these in the search results. This way, your search result will at one become much more enticing to users. To increase the chance to get these breadcrumbs in Google, you need to add structured data or use Yoast SEO.

2. They enhance the user experience

People hate to get lost. When confronted with a new location, people often look around in search of recognizable objects or landmarks. The same goes for websites. You need to keep visitors happy and reduce as much friction as possible. Breadcrumbs can help your user experience since it is a well-known interface element that instantly shows people a way out. No need to click the back button!

3. They lower bounce rates

Hardly anyone comes in via the homepage anymore. It’s all organic search nowadays. That means every part of your site could be an entry point. You must come up with a way to guide these visitors to other parts of your site if the selected page does not meet their expectations. Breadcrumbs can lower bounce rates because you’re offering visitors an alternative means of browsing your site. Don’t you think it’s better to send a visitor to your homepage than back to Google?

How to add breadcrumbs

There are several ways of adding breadcrumbs to your site. Firstly, if you use a WordPress site, you can use one of the many breadcrumb plugins or just use Yoast SEO. If you use a different CMS the process might be different. It is also possible to add them by hand. If you want them to appear in Google as well, you need to use structured data in a way that Google understands. You can find more information on this in Google’s developer documentation on breadcrumbs.

Yoast SEO offers an easy way to add breadcrumbs to your WordPress site. It will add everything necessary to add them not just visible on your site, but get them ready for Google as well. To add breadcrumbs to your site, you need to add the following piece of code to your theme where you want them to appear:

<?php
if ( function_exists('yoast_breadcrumb') ) {
yoast_breadcrumb('


','

');
}
?>

This code can often be placed inside the single.php or page.php files, just above the title of the page. Some themes want it at the end of the header.php file. Try not to add it to functions.php since this could create problems.

After adding the code, you can go to the advanced settings of Yoast SEO and switch on breadcrumb support. Here, you can also determine how the breadcrumb structure will look and what prefixes will be used. Find out more on our Knowledge Base page on implementing breadcrumbs with Yoast SEO.

Conclusion

While using breadcrumbs, Hansel and Gretel still got lost in the woods. Don’t let that happen to your visitor. Breadcrumbs provide an easy to grasp way of navigating for users. Visitors instantly understand how the site structure works. For the same reason, Google loves them as well. Use Yoast SEO to add breadcrumbs to your site easily.

Read more: ‘Site structure: the ultimate guide’ »


14 Responses to What are breadcrumbs and why are they important for SEO?

  1. man for profit
    By man for profit on 22 July, 2017

    I always use Yoast SEO plugin for the breadcrumbs, the only little tiny thing i always do is include it to display in the site and not just for search engine. wish there was a more flashy looking fancy way to display the structure though :-)

  2. juan luis
    By juan luis on 20 July, 2017

    Hi. I am not a technological savy person and I can’t afford to pay a developer right now. I have a blog with the Avada theme. What is the safest way, if any, to implement the breadcrumbs: a text widget? A plugin? Other? Thanks

  3. Phillip Hatch II
    By Phillip Hatch II on 17 July, 2017

    So if my theme already includes a breadcrumbs feature than I wouldn’t need to implement this edit?

  4. Denys Demydov
    By Denys Demydov on 15 July, 2017

    I use breadcrumbs many years. But after your article, I have an idea.

    How can I use bradcrumbs based not on my categories but on custom taxonomies? Is it possible with Yoast SEO plugin?

  5. Vectplus
    By Vectplus on 15 July, 2017

    Thank you for the great tutorial! honestly, I never thought breadcrumbs has to do with SEO.

  6. WDM
    By WDM on 14 July, 2017

    I think it is a great idea. Are you in the plugin?

  7. Tecmobs
    By Tecmobs on 11 July, 2017

    Thanks for this useful info on bread crumbs, i know how important its is for seo but i am finding it difficult to set it up on my new theme

    • Edwin Toonen
      By Edwin Toonen on 12 July, 2017

      Yoast SEO can help you do this. Check out the article on the knowledge base: https://kb.yoast.com/kb/implement-wordpress-seo-breadcrumbs. Or you can try one of the other breadcrumb plugins for WordPress.

      • Tecmobs
        By Tecmobs on 13 July, 2017

        Thanks Edwin for your help, i really appreciate.

        • Edwin Toonen
          By Edwin Toonen on 14 July, 2017

          You’re welcome!

  8. John Smith
    By John Smith on 11 July, 2017

    I did not have any idea about breadcrumbs. Now I have clear idea. This is really important for seo. Thanks for the information.

    • Edwin Toonen
      By Edwin Toonen on 12 July, 2017

      No problem, John.

  9. Knut
    By Knut on 10 July, 2017

    Should you put breadcrumbs on EVERY page? Or is it enough to have it on posts? Is there any drawback to hav it only on posts, and not on say the front-page?

    • Edwin Toonen
      By Edwin Toonen on 12 July, 2017

      No, you don’t have to have breadcrumbs on every page. It is also a matter of personal preference. Sometimes breadcrumbs can get in the way of the design of the site and cannot be effectively implemented. Breadcrumbs are no use on the homepage of a site since there is no indicator necessary to point out where you are on the site. You’ve already reached home, so to say.


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