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SEO Breadcrumbs: Practical Guide vs. Common Mistakes | SEO COURSE 2020 【Lesson #14】


Going straight to the point, the breadcrumbs
are navigational aids because they show the hierarchy of the website’s pages to the user. In other words, this element helps avoiding
the loss of the visitor, by allowing him to find orientation within the website and thus
improving the user experience. As I already said, this discourse is not only
valid for “human” users, but also for search engines; therefore the breadcrumbs are of
great help for indexing and for understanding how the website is organized. The concept of breadcrumbs derives from the
famous fairy tale of Hänsel and Gretel by the Grimm Brothers, in which the two protagonists
of the fairy tale used the trick of creating a road trace with bread crumbs in order to
find their way home, when they were in the forest. In our specific case, a breadcrumb is a text
path with anchor text and links, generally placed at the top of the page and implemented
using structured data (through microdata or JSON-LD). It is considered by Google because it is shown
in SERPs inside the snippet’s URL section of your website. As mentioned above, the function is hierarchical,
but there are some cases in which breadcrumbs are used for attributes, such as for the color
or sizes of clothes in an e-commerce store. Here are some incorrect uses of breadcrumbs,
which I noticed on my students’ sites: ● Multiple Categories: showing different
categories for the same page can be confusing and even harmful. ● Multiple Lines: we should try to show
the path in a single line (except for mobile versions), otherwise it takes up, literally,
too much space. ● Keyword stuffing: anchor text must not
be over-optimized, by continually re-proposing the same and identical keyword in an extremely
unnatural way.

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