Changing URLs in search results

April 2015, Google announced that they’ll change the way they represent URLs in mobile search results. This post explains what is changing, what this means for you and how our Yoast SEO plugin will help you with these changes.

What is changing in the search results?

In their blogpost Google say they’ll changing the following:

  • The website name to be used instead of the domain name
  • The URL structure of the URL as breadcrumbs

Up until now, if you have breadcrumbs showing like we do, it would show like this in mobile search:

Mobile search result with domain name

As you can see that shows the domain name before the breadcrumbs. It already shows the “new” breadcrumbs that have been taken from the URL structure. In the new situation in the US, you can change the domain name to the name of the site, which looks like this:

Sitename instead of domainname

Yoast in these results is, WordPress is It places a lot less prominence on the domain name. You can change the site’s name through new site name markup that was announced in the same blogpost.

In that post they also point at the breadcrumbs markup, which should make those breadcrumbs taken from the URL structure change into your own breadcrumbs. We have to admit: we have breadcrumbs on our site and yet Google is using the breadcrumbs taken from the URL structure for the first two of three total results in that screenshot. We’ll investigate the why and how of what’s happening and keep you up to date.

What this means for your site

This change means that your site’s URL structure becomes even more important than it already was. Ugly URLs will be even more visible in the search results than before. In our eBook Content SEO we wrote at length about site structure for SEO, and this article on site structure is still valid, though a few years older than the eBook.

Read more: ‘Intelligent site structure for better SEO’ »

It also means you have to make sure that your site’s name is reflected well in the search results, so you should use that new markup. In our experience, leaving this to Google is not always the best idea, though it still might ignore what you feed it.

This does mean that whatever you choose as your brand name is reflected more in the search results, and you have to think really hard about what you want that to be. Whether this change positively or negatively impacts keyword rich domain names remains to be seen. It also potentially opens up all sorts of spoofing, where people using yoast.yetanothertld would look the same in the search results as We’ll see how Google responds when that happens.

How WordPress SEO helps you with these changes

Coming Monday (morning US time, evening EU time) we’ll be releasing a new version of WordPress SEO, version 2.1, which, amongst other things, will contain improvements to the breadcrumbs markup, as well as support for the new site name markup. On the Dashboard settings page, you’ll find this in the Your Info tab:

Website name input fields

As you can see, you can now enter a website name and an alternate website name for Google to consider. How Google will use these, especially the alternate name, is of course unknown at the moment, as the feature is brand new.

So: all you have to do is update to 2.1 on Monday, enter your website name and optionally an alternate name and you’re set. Optionally, if you don’t use our breadcrumbs yet, you could choose to implement those breadcrumbs on your site as well.

As more becomes clear about what works and what doesn’t work well with these new features, we’ll be sure to update you in blog posts here. If you don’t want to miss anything, be sure to subscribe to our newsletter.

Note: this article was updated to reflect the fact that, at least for now, this change only affects mobile search results, as mentioned by several people in the comments.

Keep reading: ‘SEO friendly URLs’ »

132 Responses to Changing URLs in search results

  1. Nate
    By Nate on 29 April, 2015

    Hi Yoast! Long time user, first time poster.

    So, we’re implementing this on some client sites, but they DON’T want breadcrumbs displayed. So, I’ve been installing the following via a custom functionality plugin;

    function yoast_crumb_hider() {


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


    add_action ('get_footer', 'yoast_crumb_hider');

    Just wanted to check and see if this “display:none;” will interfere. I didn’t think it would, since it still calls and if you inspect element, it still registers the HTML.

    Just curious. Thanks for everything. Seriously. EVERYTHING.

    • Joost de Valk
      By Joost de Valk on 29 April, 2015

      Hiding stuff from normal users while showing it to search engines is considered cloaking. You could get your clients banned for doing that, so I’d advice against it. Heavily.

      • Nate
        By Nate on 30 April, 2015

        Ahhh, I didn’t consider that. This is why you’re the man. I’ll get that fixed asap. Thanks!

  2. KortingButler
    By KortingButler on 25 April, 2015

    Thanks for the great info!

  3. Lauren
    By Lauren on 23 April, 2015

    Has anyone seen an estimated timeframe for SERP to use the company name? Looks like bigger brands have been converted.

    I implemented a few days ago (using Yoast) on my company site (, and results are not yet showing up as of this morning:
    Google Dev Testing recognized the code as valid:

  4. Arun Thomas
    By Arun Thomas on 22 April, 2015

    Please make this optional. The markup should be added only to the home page. My wordpress installation is inside another folder and you are adding the markup to all pages.

    • Joost de Valk
      By Joost de Valk on 22 April, 2015

      It shouldn’t be on the homepage only, it doesn’t say that in the specs, whereas it does specifically say it in the specs for for instance the internal search and social profiles markup.

  5. Miraj Gazi
    By Miraj Gazi on 22 April, 2015

    Hi Joost:

    Thanks for this cool info. I am seeing this change on desktop searches also. I am going to implement this asap.

    Best Regards
    Miraj Gazi

  6. Candeed
    By Candeed on 21 April, 2015

    Maybe Google is planning to encourage website owners to purchase their advertising service. Changes are not always about search and search only. Maybe it’s just a marketing strategy of the search engine company.

  7. melanie
    By melanie on 20 April, 2015

    Regarding the update to Yoast SEO, I have the free version, but don’t see the “Your Info” tab, is it just for the premium version?

    • Joost de Valk
      By Joost de Valk on 21 April, 2015

      Nope. Update.

      • melanie
        By melanie on 21 April, 2015

        thanks, got it now

  8. Nigel Abery
    By Nigel Abery on 20 April, 2015

    Wow google is just changing everything all at the same time. I notice that here in Australia, google’s mobile organic search results are showing the bread crumbs but the adverts are still showing the (display) URL structure. I wonder if they will change the ads so that they will look (more) like the organic results.
    P.S. the Yoast SEO plugin is the best! Thanks for always adding and updating it. Cheers guys!

  9. Mike D
    By Mike D on 20 April, 2015

    Google has already made it clear that it is looking for sites with a strong brand to display in its SERPS, so this is not surprising. I don’t mind it. It makes life harder for spammers and EMD scrubs.

  10. Dean Andrews
    By Dean Andrews on 20 April, 2015

    Hey Joost,

    When testing this URL ( via Google’s Structured Data Testing Tool here it appears that the third breadcrumb URL is ‘missing and required’. Is this intentional?

  11. Vikas Singh Gusain
    By Vikas Singh Gusain on 20 April, 2015

    I hope this website will have no impact on the rankings .

  12. Sandy A
    By Sandy A on 20 April, 2015

    Oops, I just realised after checking out the original Google blog: all sites will be affected.

  13. Sandy A
    By Sandy A on 20 April, 2015

    This will affect only sites that use breadcrumbs, right?

  14. Craig
    By Craig on 20 April, 2015

    So glad yoast is on top of things. That’s what makes your plugin the best one out there. Keep up the good work!

    • Claudiu
      By Claudiu on 19 April, 2015

      Joost already said that his plugin will also support this new feature. But I wonder how Google will actually handle names. I mean , can I put Google or Microsoft as my website name :-) ? I don’t see any restrictions or guidelines/rules mentioned about this.

      • Alessia Martalò
        By Alessia Martalò on 21 April, 2015

        – Be reasonbly similar to your domain name
        – Be a natural name used to refer to the site, such as “Google,” rather than “Google, Inc.”

  15. Syed
    By Syed on 19 April, 2015

    Hi Joost,

    I think this will be the game changer for the whole SEO Game !

    Thanks for the awesome Update !

  16. Rezar
    By Rezar on 19 April, 2015

    my website have good rank and old. i put Rich Snippets > Reviews codes in pages of my site, but google do not show Stars of posts in search results. However, show good with (example results. Where is the problem? tanks.

  17. Bruce Garrison
    By Bruce Garrison on 19 April, 2015

    How will this impact the new gTLDs? I cannot see that they are going to permit website names to be whatever anyone wants. Do you think that they will start to include the TLD in the name as a separate word? For example:,, may show as Blog, Blog Training, and Blog Expert?

  18. Guitar God
    By Guitar God on 19 April, 2015

    Not sure if this is related to a recent plugin update, but I noticed that Google is ignoring the Post Titles I add through the plugin. I removed the %sitename% etc. and also manually deleted it from each post so that no keywords would be repeated in the title (due to partial match domain name).

    I used to be able to have a post re-crawled and Google would make the adjustment. Now it seems that it’s completely ignoring my requests to list my post names in the SERPs without the trailing – “sitename”

    Anyone else seeing this recently?

  19. Joseph Chikeleze
    By Joseph Chikeleze on 18 April, 2015


    Google and their new updates, I hope this will help to reduce google load time in some mobiles.

    Am happy to receive this nice update from YOAST. You have done a great job for me during my initial stays in WP.

    I really enjoyed your seo jobs, am back once again to WP.

    Am covered with YOAST over google changes, what of you???

  20. Sharon Vaz
    By Sharon Vaz on 18 April, 2015

    For single author blogs that drive traffic to information products and physical products for their company, which would be a better category to choose in your SEO plugin — person or company?

  21. Biswajit Nath
    By Biswajit Nath on 18 April, 2015

    We need not have to worry much about Google’s critical updates as long as Yoast SEO is with us. :)

  22. Ratchaphol @SMMTIPS
    By Ratchaphol @SMMTIPS on 18 April, 2015

    Hey Yoast! Where is the rating come from?

    • Joost de Valk
      By Joost de Valk on 18 April, 2015

      The rating is software markup with ratings.

  23. Jeroen Custers
    By Jeroen Custers on 18 April, 2015

    Hi Joost,

    Thanks for the post. I was wondering how I can check the results on my mobile? It redirects automatically to or

    Thanks in advance for your reply!


    • Joost de Valk
      By Joost de Valk on 18 April, 2015

      Hey Jeroen,

      first, go to (ncr stands for “no country redirect”). Second, add &gl=us to the end of the URL to actually see US results instead of .com results still geo-targeted to the Netherlands.

  24. Adeel Sami
    By Adeel Sami on 18 April, 2015

    Hey Joost,

    Lots of questions asked in the comments with not obvious answers as it is the new feature introducing by Google! But I just hope it doesn’t cause any confusion in the near-future.

    Excited for Monday’s update!

    ~ Adeel Sami

  25. joyce
    By joyce on 18 April, 2015

    Any news on how this will affect multisite installations? Each network site would have it’s own markup, so how will that affect the naming system in that scenario? Would the name of the top-level ‘main’ site be the starting point there, in a scenario of using sub paths instead of sub domains?

    • Joost de Valk
      By Joost de Valk on 18 April, 2015

      Hey Joyce,

      this is just one of the many unknowns as to how Google treats it. In our plugin, you’ll be able to set a name per site within the multi site.

  26. Shawn
    By Shawn on 18 April, 2015

    Considering the bias that domain name has on click through rates, I am not sure if this is actually a wise choice. Anyway we’ll see, maybe Google has specific data that we’re not aware of. that proves this is a good choice.

  27. Gilles
    By Gilles on 18 April, 2015

    It seems to me that Google is just promoting Just pushing us to implement it more and more….

  28. Dale Reardon
    By Dale Reardon on 18 April, 2015

    I personally don’t like this change but thanks for implementing it so fast.

    Love the plugin – just wish it did an image sitemap as well.


    • Joost de Valk
      By Joost de Valk on 18 April, 2015

      Hey Dale,

      the plugin actually does hybrid URL / Image sitemaps, so it has the exact same effect without needing to do separate sitemaps :)

  29. Ekendra
    By Ekendra on 18 April, 2015

    That’s a great coverage Yoast!
    While you are being an update to the plugin to address this new Google’s experiment, some sites that just ignore to have custom “domain name” in favor of blackhat SEO Iincluding tonnes of keywords on their website title might get into trouble. (Some websites have domain title as long as 20-30 words just to impress Google & visitors!) In this regard, Google might be cleansing those nonsenses.

  30. conrad
    By conrad on 18 April, 2015

    How do breadcrumbs and URL relate as far as site structure? For example, my site sells cameras. I have products grouped by Brand. When I am on an individual product page, the breadcrumbs (which came with the theme) say, for example, Cameras-n-Gifts>>products>>Canon>>Camera123. The URL for this page, however, is

    Will Google pick up the brand since it is in the breadcrumb?

    What are the advantages of using Yoast breadcrumbs if my theme already has them? I use the Yoast plugin for as much as I can. The breadcrumbs part looks like I need to add code somewhere, so I steered clear.

    Thanks for your feedback, and your awesome products!

    • Joost de Valk
      By Joost de Valk on 18 April, 2015

      I personally hope that they will pick up the breadcrumbs markup, but no guarantees…

  31. Andrew Pitchford
    By Andrew Pitchford on 18 April, 2015

    This is an interesting result for ccTLD domain holders. From an Aussie perspective we know that consumers mentally scan and exclude .com domains in favour of results in their SERP review. Part of our marketing for clients is to advise a client to ensure if they want Australian customers they acquire and promote via SEO, their .au domain name.

    Any other thoughts on how this might play out.
    Certainly starts to nullify the other 1400 new domain extension names being brought to market.

  32. Scott Hartley
    By Scott Hartley on 18 April, 2015

    I think it will still treat the queries as if the URL was there but it will instead show the new format. It would make no sense for them to ignore the URL of the page.

    I think this is more for user experience than it is for webmasters.

  33. Sarah Brabazon
    By Sarah Brabazon on 17 April, 2015

    I think this is a good thing. I’m starting a new business, which has a large community component, and domain name squatters hold the best and This means I could get dot.whatever and it wouldn’t matter to my audience, who really just want to get on with writing novels.

  34. Unika Infocom
    By Unika Infocom on 17 April, 2015

    Great so what is the best URL structure ?
    I think this is the great update by google.

  35. Lisa
    By Lisa on 17 April, 2015

    When will Google be making this change official?

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      They’re rolling it out already.

  36. Claudiu
    By Claudiu on 17 April, 2015

    I was just in the peocess of building a new blog. Now i don’t know what url structure to use. Post name or category/post name. What about when you have subcategories…. Funny thing is that whereever you looked people kept saying that poat-name was the best option. Now having subcategories seems better in terms of website structure. Joost, you said in a comment above that category/post name is what you consider good now But changing the structure on already running sites might not be easy. If you were to start today, what structure would you use?

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      I’d use /category/post-name/ :)

  37. Andy White
    By Andy White on 17 April, 2015

    Sounds like change for the sake of it I have just moved my site to a WordPress platform and that was haed enough cos I aint no web star. Just as I was getting on top of it Google changes it yet again

  38. John
    By John on 17 April, 2015

    So keyword type domains will be useless? It also appears that any domain name will be useless.

    So could you just use any ole domain name and do a Subdomian with the product name or keyword and that is how Google will show it?
    Very confusing to a beginner.

    But I have to say this, just my opinion, Google end results is to make as many affiliates sites disappear as possible as they also are selling almost as many different products as Amazon and the more affiliates get to page one hurts Google product sales and I think that is their objective, kill as much competition as they can.

    They have already said that site that link to other sites for their content, as in Amazon affiliate sites, will be deemed duplicate content and penalized

    Just my opinion, I could be wrong


  39. BIll Estep
    By BIll Estep on 17 April, 2015

    I’m setting up a new site using a Genesis Studio Press theme. Since Breadcrumbs might become more important should I use the theme’s breadcrumbs or implement breadcrumbs in your plugin? Is there any difference?

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      If you enable our breadcrumbs under SEO → Advanced → Breadcrumbs, those should replace the default Genesis breadcrumbs!

  40. Todd Richard
    By Todd Richard on 17 April, 2015

    I am sure Google has some grand vision here to improve the mobile search landscape but the more they add to what you have to micro manage on a site the more they make it harder for small businesses to easily enter the growing marketplace. Being that some 85% (or something) of purchases start with a Google search they are doing harm to the growth of small businesses, and thereby jobs. Not everyone with a great idea for a product or service has the skills, connections, or resources it requires to make all this web stuff work correctly. I could go on and on here but Google has gotten to big for its britches at this point as far as I am concerned.

  41. steve warshaw
    By steve warshaw on 17 April, 2015

    So basically Google is working on killing domain hoarding and sales. I love it

  42. Anil
    By Anil on 17 April, 2015

    Now if there are sites like, say e.g. my blog “WideFide” has different TLDs

    And I own only the .com one and others are owned by someone else. And they have same site name “WideFide”, Won’t this confuse users where which website is that. A .com or .net or .org?

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      Yes, that’s exactly the problem.

  43. Curt
    By Curt on 17 April, 2015

    Funny how Google said for years that building up trust for your website/domain name was very important so people knew they could trust going to certain sites found in search results.

    This is a bit like telling people to have blind trust and just click the link sending them to a domain they don’t know and hope for the best. We all know that many searchers also pay attention to the domain name they are being sent too as they are trustworthy.

    It will be interesting to see how this one comes along. Rolling it out slowly is smart as Google can quickly change it back if it goes South. I’m sure spammers are already making their e-books on how to work this system.

    Thanks of the update, and I’m glad I’ve been using the Yoast breadcrumbs for years now along with the SEO plugin…and News Plugin!

  44. Troy
    By Troy on 17 April, 2015

    Awesome post, glad I found this now!

  45. Michael George
    By Michael George on 17 April, 2015

    I predict that this short test will fail miserably. Just like “authorship”- Google will realize that this will somehow be abused or take away from their ad revenue…or that they just plain don’t like it. It will go away soon. Everybody has to remember that Google is in a continual Beta mode and not to get too excited about their announcements. They’ve lied to us many, many times before.

    • Curt
      By Curt on 17 April, 2015

      that authorship one drove me crazy after going through all the trouble for all of the 18 writers on our site and then just 2 years later it’s over.

      I know we have to jump through the Google hoops, but it gets silly when they require you to make so many changes and then they just say ‘sorry, we no longer do that change it all back’.

      This one sounds like if you’ve already got the breadcrumbs on your site, you’ll be fine to not have to really worry….unless you’ve got the ugly links. Just be ready for Google to drop this when things go awry.

  46. Patrick Haley
    By Patrick Haley on 17 April, 2015

    So how important is it to use /blog in the url structure? Would it be a better practice to structure posts by category (e.g. /category/post-name or /product-x/post-name)?

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      I personally quite like /category/post-name and think that’ll actually increase with this change. On the other hand, changing your URL structure has quite the impact too…

      • Patrick Haley
        By Patrick Haley on 17 April, 2015

        What would you suggest for me? My current post structure is simple /post-name/, but I was considering changing the structure and creating 301 redirects for all posts to /blog/post-name/ until I read this article. Love to hear your input.

        • Joost de Valk
          By Joost de Valk on 17 April, 2015

          How many posts do you have and how old is your blog? My initial reaction would almost always be: don’t change it.

  47. Johnny
    By Johnny on 17 April, 2015

    I’m wondering if it makes a difference if we have breadcrumbs activated through a theme (like Genesis), or activated through your plugin?

    Since my theme already provides this functionality, I don’t have it activated in the plugin.

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      If you enable our breadcrumbs under SEO ? Advanced ? Breadcrumbs, those should replace the Genesis breadcrumbs!

  48. HenryV
    By HenryV on 17 April, 2015

    Thanks for being proactive on this. Will be keeping an eye on the results.

  49. Jonathan Allen
    By Jonathan Allen on 17 April, 2015

    Thanks for that update Joost, as a beginning blogger I appreciate the work you put into your WordPress SEO plug-in. It saves me time and makes learning SEO ALOT easier.

  50. Lakmina Jayamal
    By Lakmina Jayamal on 17 April, 2015

    This plugin is awesome. I’m using Yoast for my every wordpress sites. Thanks very much Yoast. Really it is very helpful.

  51. Arthur Rosa
    By Arthur Rosa on 17 April, 2015

    This is not good for who spend nights creating good content and such great news for spammers.

    Thank you, Yoast, for keep us updated.

  52. Ernest
    By Ernest on 17 April, 2015

    As for me, this is not a good idea.
    But lets wait and see what will happen in future with this google idea.

  53. Giovanna
    By Giovanna on 17 April, 2015

    uhm… wondering what’s going to happen and if this will be applied also to second level domains, like mine. Or am I worrying for nothing?
    Thanks for the article ;)

  54. mohammed
    By mohammed on 17 April, 2015

    I have different results.
    Is it only the English language Results

  55. MF Simchock
    By MF Simchock on 17 April, 2015
    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      Slightly less fat: yes, maybe. None of your examples would add a meaningful word to the results page though, I think /category/post-name/ is going to be increasingly useful because of that.

      • Richard Smith
        By Richard Smith on 18 April, 2015

        Interesting comment on category/post-name.

        With the ability to add categories to menus this is an automatic and natural progression

        Thanks for the post and looking forward to the update on Monday

    • Arthur Rosa
      By Arthur Rosa on 17 April, 2015

      Good question! Anyone?

      • Unika Infocom
        By Unika Infocom on 18 April, 2015

        Really very interesting question. Can explain anyone what is the best structure ?

  56. Joan
    By Joan on 17 April, 2015

    What is Google thinking about? Spammers and phishers are going to love this.
    Anyway, thanks for adding that option so fast, Yoast. Nice to see we can rely on you :)

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      That’s how we try to roll, being the tool provider for spammers and phishers worldwide ;)

    • Michael George
      By Michael George on 17 April, 2015

      Right. Spammers. Fishers. Hackers. Just another failed Skynet experiment. I mean, it hasn’t failed yet, but I can see the future John Connor. Come with me if you want to live.

  57. Vinay
    By Vinay on 17 April, 2015

    Obviously Google has a strategy – it wants people to pay attention to their brand and not the domain names, because people search for brands. SO, that means soon domain names and EMDs will have no or very little relevance in ranking. But like you said, what if there is another site with a Yoast URL and wanting Yoast as site name. What criteria would Google use to settle such claims and disputes? Would it want to get into such messy affairs? And, I hope they have set a limit to the number of characters you can use for your site name. But then, can a site have a name in English and local language as well? I’m sure everybody has many questions to ask. Thanks for this information, looking forward to your Monday date.

    P.S. Your breadcrumbs do not show on my BBPress forums, so I had to remove them. Is there any way to implement them there? Thanks.

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      Let’s start with your PS first: I’ll bump BBPress on to the list again, we’ve long had issues with that, we should just fix it.

  58. Mitchell
    By Mitchell on 17 April, 2015

    Thanks for the notification, and baking it into the plugin!

  59. Michael
    By Michael on 17 April, 2015

    Thank so much for all the hard work that you and your staff put in to keep us updated. I am curious to see how this plays out, I can see the positives and negatives of this decision.

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      If you want to thank us, spread the word :) but yeah, we’re curious too. Not necessarily all good here, unfortunately.

      • Michael
        By Michael on 17 April, 2015

        already on it.

  60. Chad Musgrove
    By Chad Musgrove on 17 April, 2015

    I have completely mixed feelings about this. Like the way it looks in the results – hate the potential door it opens for competitors trying to take advantage of another companies branding.

    Curious if Google will highlight / bold the name if it matches the KW… I.E. – if someone searches the company name – and it matches the Website name – will it be bolded? What if a competitor names a page of their site after their competitors name? Will the breadcrumb for the competition site be bolded also?

    I guess we just have to trust that Google has something in place to stop this from being exploited.

    • Peter Cralen
      By Peter Cralen on 17 April, 2015

      For protect domain name we have already domain certificates, which all together makes sense with moving whole internet to HTTP/2

      Probably this change will be some improvements for long term with all other changes …

    • Jon
      By Jon on 17 April, 2015

      How much you wanna bet they start issuing “badges” or “verified” tags.

      • Cormac
        By Cormac on 17 April, 2015

        Yip, I think this is inevitable.

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      So, historically, Google didn’t bold keywords in breadcrumbs, so I’m guessing they won’t now either.

  61. Rob Dobson
    By Rob Dobson on 17 April, 2015

    Great, thanks. One related question as I’ve just added Yoast breadcrumb part to my site – if my posts are in various categories – for example, “Home > Products > In Stock” but also “Nike > Nike Air > Mens” how can I specify which URL and breadcrumb trail to use?

    I’d obviously want
    Home > Nike > etc
    rather than
    Home > Products > In Stock


    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      Currently… You can’t. Sorry… What you could do though is create several taxonomies, one for brand, one for stock, etc. Then you could use brand in the breadcrumb.

      • Rob Dobson
        By Rob Dobson on 17 April, 2015

        Ah ok – any way to be specific about which the final ‘product’ page URL path ends up with?

        • Joost de Valk
          By Joost de Valk on 17 April, 2015

          You can specify a taxonomy, but not a term within it.

  62. Dwight Zahringer
    By Dwight Zahringer on 17 April, 2015

    Thanks, you really rock the SEO party for us!

  63. Igor
    By Igor on 17 April, 2015

    Hi Joost,

    I think it’s a stupid move from a Google.

    Now will be impossible to build a website’s brand.


    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      Well that’s not true, the brand becomes ever more important. It’s the domain name that loses value.

      • Peter Cralen
        By Peter Cralen on 17 April, 2015

        That is it. Time when anything nice on .com is registered, this is improvement. Still domain name is just alias for numbers in IP ;) so real name – name of web, name of brand can boost now … probably.

  64. Dan Poynor
    By Dan Poynor on 17 April, 2015

    Google neglected to use the word ‘Mobile’ in their title.

    Personally I always liked seeing the domain name I’m clicking on and not just the website name.

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      I think a lot of us will be yearning back for those days. I might actually set as an alternate name here.

      • Alessia Martalò
        By Alessia Martalò on 18 April, 2015

        Very useful advice! Although setting won’t prevent anybody to set the same website name.. We’ll see what’s happening!

      • Tuty
        By Tuty on 17 April, 2015

        Yup. I was thinking of the same thing, Joost. Glad to know that you also think that way. Let’s see how quickly Google is going to nix that.

      • Janice
        By Janice on 17 April, 2015

        I think renaming your website to it’s URL is a great work around – great tip Yoast!

        • Acorn
          By Acorn on 17 April, 2015

          But what’s to stop others using your domain in their site title?

  65. Leon
    By Leon on 17 April, 2015

    So people can spam via schema? How many people will start stuffing the site name with keywords?

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      That, Leon, is the 1 million dollar question. I think, a lot. Whether it’ll work is something else entirely, curious to see how this pans out.

  66. Rachit
    By Rachit on 17 April, 2015

    When breadcrumbs are shown in google searches it makes the search result even more beautiful and organized. It is also good for websites who have proper structure, but I guess the websites who don’t have a proper structure might hate this update strongly.
    I used breadcrumbs by yoast on my blog and they worked well. Hopefully update won’t do much to me.
    But Still at some point I thought Google will show Website name means it will show site name first and then post name, if this thing happened, it would surely ruin thousands of websites.
    Thanks for the post , cheers !

  67. suraj salunkhe
    By suraj salunkhe on 17 April, 2015

    if multiple sites are using the same site name. How will Google display the results. Looks confusing url structure.

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      Good question. We don’t know yet either.

      • Jesús Vasquez
        By Jesús Vasquez on 17 April, 2015

        I believe they will eventually use your Google plus url. I won’t be surprised if it becomes as important as a domain name.

  68. Shafiq
    By Shafiq on 17 April, 2015

    I’m assuming this change is only for Mobile searches are the moment and not desktop?

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      I don’t think so, I think it’ll be in both…

      • John Garner
        By John Garner on 17 April, 2015

        It does actually say that it is specifically for mobile in the article you refer to “Better presentation of URLs in search results“: “To help mobile searchers understand your website better when we show it in the mobile search results” plus “These changes are rolling out gradually and affect only mobile results.” May affect desktop later and good to do anyway of course…

        • Joost de Valk
          By Joost de Valk on 17 April, 2015

          You’re right, updated the article to reflect that. Thanks!

      • Jeremy Rivera
        By Jeremy Rivera on 17 April, 2015

        Actually Joost and Shafiq, it specifically states in the announcement “These changes are rolling out gradually and affect only mobile results. The site name change is US-only for now and breadcrumbs are rolling out worldwide.”

        So currently affecting ONLY mobile. Perhaps in the future there may be more changes like this in the future for desktop.

        • Vikas
          By Vikas on 23 April, 2015

          That’s correct Jeremy. At the moment this information will be shown on mobile results but it will enter the knowledge graph and can be used for the desktop results at a later stage.

  69. Avadhesh Bhunwaliya
    By Avadhesh Bhunwaliya on 17 April, 2015

    What the hell, I don’t like that.
    If my site at is popular with the word “Example” like your’s as YOAST.
    Someone can also name their site YOAST using schema and users will be confused.

    • Don Hesh
      By Don Hesh on 17 April, 2015

      This is going to change the SEO game..

    • Joost de Valk
      By Joost de Valk on 17 April, 2015

      I’m not a fan either, but then, Google doesn’t tend to ask for permission from me :)

      • Chris McElroy
        By Chris McElroy on 18 April, 2015

        From what I read, this is for mobile searches only Joost. You have different information?

        • Chris McElroy
          By Chris McElroy on 18 April, 2015

          From what I read, this is for mobile searches only Joost. You have different information?

          From Google Webmaster Blog “Well-structured URLs offer users a quick hint about the page topic and how the page fits within the website. To help mobile searchers understand your website better when we show it in the mobile search results”

      • Gabriel Nwatarali
        By Gabriel Nwatarali on 17 April, 2015

        Google doesn’t ask anyone for permission but there is always two sides to a coin. I feel that this will make content marketing more imperative than it already was. Thanks for this post Yoast

  70. menachem rosenbaum
    By menachem rosenbaum on 17 April, 2015

    you are a marketing king

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