Google recently rolled out a change that could make a big difference in how mobile searchers experience your site in the SERPs. In line with Google Search updates, this one is all about streamlining the visible URL element on mobile devices. Here’s what you need to know and why it matters for your SEO strategy.

What’s Changing With Mobile Search URLs?

Google is simplifying how URLs appear on mobile search results. Previously, mobile search results displayed a two-part URL structure: the domain followed by breadcrumb elements. Breadcrumbs are typically found in websites with a large volume of content organized in a hierarchical order. They provide the links to the pages the user navigated through to view the page currently shown, separated by the symbol “>”. 

However, this breadcrumb feature isn’t as useful on smaller mobile screens since it often gets cut off. So, Google decided to ditch it altogether on mobile.

In mobile search results, you’ll now only see the site’s domain without the breadcrumbs. For example: www.example.com

The breadcrumb element will still appear on desktop search results, maintaining the two-part structure. It looks like www.example.com > penultimate page > current page

Why This Matters for Marketers

This update aims to simplify mobile search results and improve the overall search experience. Here’s what you need to be thinking about:

• User-friendly results: By reducing the visible URL to just the domain, Google enhances user convenience, which makes the search results easier to digest.
• Mobile-first focus: With mobile-first indexing being the norm, this change reflects Google’s ongoing push to improve mobile search UX. Mobile presence matters, so it’s important to prioritize user experience across devices.
• SEO implications: Simplifying the URL may not directly impact SEO rankings, but if your URLs are long or complex, users may have difficulty deciphering what your page is about. A cleaner, more concise URL helps with brand clarity and user engagement.

How Do These Updates Impact Your Site?

If you’re using breadcrumb markup, there’s no action required on your end. The breadcrumb structure will still appear on desktop search results, and Google will continue to support breadcrumb markup in the Rich Results Test. 

To ensure that your site’s URL structure stays concise for mobile users, follow these best practices:

• Keep URLs short and relevant: Avoid overly complicated URLs with too many categories or unnecessary parameters. Simple and descriptive URLs are the way to go.
• Prioritize domain visibility: Your domain is the first thing users will see. Make sure your domain reflects your brand name clearly and stands out.
• Test your mobile experience: Make sure your mobile site is optimized not just for speed but also for readability and overall user experience.

What’s Next for Marketers?

This update is part of a broader push to improve search results for mobile users, and Google will continue to refine how search results look across devices. The change is a good reminder to clean up unnecessary elements that could make your URLs appear cluttered. By focusing on clear, concise domains and providing the best mobile UX, you’ll stay ahead as Google continues to refine the mobile search experience.