On April 16 2015 Google announced that they would be changing the way they display URLS on SERPS (Search Engine Result Pages).
To summarize the changes from a user’s perspective, they are essentially putting less emphasis and priority on displaying the website’s URL and moving over to a more “bread crumbs” like format where the title of the website is displayed and the respective page that is reporting back as quality content on your search.
Google shows us the change here:
Google’s Official Blog Post:
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, today we’re updating the 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.
Structured data site names and URLs
As part of this launch, we’re also introducing support for schema.org structured data for websites to signal to our algorithms:
- The website name to be used instead of the domain name
- The URL structure of the URL as breadcrumbs
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.
As always, if you have any questions or feedback, please ask in the Webmaster Help Forum.
Posted by Bartlomiej Niechwiej, Software Engineer, and Rob Ennals, Product Manager