Google is ignoring my Breadcrumb schema markup... But why?

Google is ignoring my Breadcrumb schema markup… But why?

Your company or client is building a new website, and the UX team has just finished the first mockup. You started looking at the design, and you discover that they forgot to place the “breadcrumb” navigation on the template.

Really mate? where is my breadcrumb? I thought we already discussed it.

Yes, that’s an everyday story if you are working at an agency. Anyway, after much sweat, blood and tears, your website is live! Yeah, right?

Nope.

Google is not showing the breadcrumb correctly even Google’s own Schema Markup Tools verified it. Take an example:

Wayfair breadcrumb on Small Double Mattress page has no error or warning.

Google should be showing the breadcrumb as https://www.wayfair.co.uk > Mattresses. However, this is not happening. Let’s look at Google SERP.

So what went wrong?

Since Google changed its display algorithm to generate and show breadcrumbs where webmasters didn’t have it on the websites, I see it more and more that Google is ignoring the on-page breadcrumbs even it is valid.

In Wayfair’s case, Google is generating the breadcrumbs based on the URL as if breadcrumb schema markup does not exist on the page.

What do I think about it?

If you are like me who think that Google always makes changes for a reason, you might be right. Here’s my two cents:

  • Many websites have multiple levels of categories/tags in their URLs. But designers often hide some of them for different reasons; like limited space or less important subcategories. By doing so, you might be hiding some of the category names which contain related keywords. It seems like Google is not taking it lightly. So advice to your designers to put as many crumbs as possible – there is definitely a signal coming from Google.
  • There is one more thing I noticed, this might be overkill, but worth a shot.

    Wayfair is showing the page name “Small Double Mattresses” in the breadcrumb navigation, but it is not included in the schema markup. So my advice would be putting the last item (the page name) inside the schema markup.

What do you think about this display change? Are you seeing any other minor SERP changes?

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