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Ask A PPC Live 2022 With Navah Hopkins [Podcast]

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Ask A PPC Live 2022 With Navah Hopkins [Podcast]


Can’t seem to find the PPC answer you’re looking for? Let Search Engine Journal help you!

Getting to know PPC takes time and effort.

Our industry is constantly evolving, and PPC is no exception.

So to provide answers to your burning questions about PPC best practices and strategies, we have experts on hand.

We are fortunate to have PPC expert Navah Hopkins, Adzooma’s VP of Strategic Marketing, available to answer all your 2022 PPC questions.

She joins me on the SEJ Show at 3 p.m. ET on March 22, 2022.

You can join us, too, and submit your questions below, or live on LinkedInTwitter, Facebook, or YouTube.

You’ll discover more insights into making PPC work for your brand or business this year.

Navah Hopkins, VP Of Strategic Marketing At Adzooma On The SEJ Show

Navah Hopkins is a seasoned marketing professional who began her career as an SEO pro in 2008, transitioning to PPC several years later.

During this time, she has made it a point to share valuable insights with others and speak at local universities and teach on the international circuit. Her contributions to Semrush, WordStream, and SEJ have continued on over the years.

As a member of the Paid Search Association, she intends to make tomorrow’s PPC practitioners better and serve as a resource for anyone looking to learn more.

Hopkins will answer your most pressing questions on PPC this year on the Search Engine Journal Show at 3 p.m. ET on March 22, 2022.

Have questions you’d like to ask Navah? Join us live and submit your questions on LinkedIn, Facebook, or YouTube.

We’ll post a recap and link the video and podcast here after the show.

Here’s Your Chance To Ask Questions!

Have a question about PPC, paid media campaigns, or incorporating them into your digital marketing strategy? This is the perfect opportunity! Submit them now.





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Are Breadcrumbs A Google Ranking Factor?

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Are Breadcrumbs A Google Ranking Factor?

Google defines “breadcrumbs” as navigation that indicates the page’s position in the site hierarchy.

When you hear the term “breadcrumbs,” Hansel and Gretel might come to mind. In the old fairy tale, the main characters leave behind a trail of breadcrumbs to avoid getting lost in the forest.

Similarly, breadcrumbs are helpful for users as they drill down into your site hierarchy.

A website can display a “breadcrumb” trail of internal site navigation so that a user can easily find their way back through the website’s structure.

Screenshot from NASA.gov, June 2022Are Breadcrumbs A Google Ranking Factor?

So, we know that breadcrumbs are helpful for users and that Google always tells us to focus on the user experience. Does that mean breadcrumbs are a ranking factor?

[Deep Dive:] The Complete Guide To Google Ranking Factors

The Claim: Breadcrumbs As A Ranking Factor

In 2009 Google announced that search results would begin displaying site hierarchies.

This was an effort to show users the location (thus providing context) of a page on the website.

Below is an example of what Google search results looked like in 2009 before and after this monumental change.

Are Breadcrumbs A Google Ranking Factor?

Are Breadcrumbs A Google Ranking Factor?

Are Breadcrumbs A Google Ranking Factor?Screenshot from search, Google, June 2022Are Breadcrumbs A Google Ranking Factor?

Given that Google is tight-lipped on what exactly ranking factors are (for a good reason), the search community relies on what is accessible to better understand how search works.

This includes a medley of what we can see in the search engine result pages, patents, official documentation, and what Google representatives say.

Google changed how search results were displayed and wrote, “By analyzing site breadcrumbs, we’ve been able to improve the search snippet for a small percentage of search results, and we hope to expand in the future.”

Search marketers listened and asked the question: Are breadcrumbs a ranking factor?

The Evidence: Breadcrumbs As A Ranking Factor

Search engines try to make sense of your website by analyzing how the text is organized into main topics and subtopics.

Breadcrumbs reinforce the hierarchical arrangement of pages on a website and how those pages are related.

Google developer docs explain that using breadcrumb markup in a webpage’s body helps categorize the information from the page in search results.

Because a webpage ranks for more than just one keyword, users often will arrive at a page from multiple different types of search queries.

Each of these unique search queries returns the same webpage. But, thanks to breadcrumb markup, the content can be categorized within the search query context.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Google Search Central, June 2022Are Breadcrumbs A Google Ranking Factor?

In January 2009, Google filed a U.S. Patent Application titled Visualizing Site Structure and Enabling Site Navigation for a Search Result or Linked Page.

The patent may suggest that Google could include breadcrumbs in search results even if a website doesn’t use them.

However, the patent also explains how this could make it easier for Google to understand a website’s structure and include that information in search results.

The patent has since been listed as “abandoned.” Could that be a clue that Google has abandoned using breadcrumbs in this fashion?

[Recommended Read:] Google Ranking Factors: Fact or Fiction

Breadcrumbs Pass Pagerank

In reply to a question on Twitter about breadcrumbs, Gary Illyes, Google webmaster trend analyst, said, “We like them. We treat them as normal links in, e.g., PageRank computation.”

Are Breadcrumbs A Google Ranking Factor?Screenshot from Twitter, June 2022Are Breadcrumbs A Google Ranking Factor?

PageRank (PR) is a link analysis algorithm used by Google to rank webpages in their search engine results.

While it doesn’t have as much impact as it used to, Google still uses PageRank, among many other factors, to rank results.

Google Search Console Warning

There is a Warning in GSC featured guides under breadcrumbs for manual actions against websites that misuse structured data guidelines.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Google Search Central, June 2022Are Breadcrumbs A Google Ranking Factor?

Most manual actions address attempts to manipulate Google’s search index.

If breadcrumb markup were not part of Google’s search index, it would not likely be at risk of manual actions for spammers abusing it.

Not only is Google serious about not wanting people to manipulate breadcrumbs, but they are also invested in website owners implementing breadcrumbs properly.

Check out Google Search Console’s tweet below, from September 2019.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Twitter, June 2022Are Breadcrumbs A Google Ranking Factor?

GSC updated its interface to show users where there were errors in search enhancements, including breadcrumbs.

That same weekend GSC started emailing accounts with breadcrumb structured data errors on their sites – and they’re still doing this three years later.

Are Breadcrumbs A Google Ranking Factor?Screenshot from Google Search Central, June 2022Are Breadcrumbs A Google Ranking Factor?

If breadcrumbs were not important to Google, why would they spend time and resources to educate website owners on proper implementation and send notices when there were errors?

[Discover:] More Google Ranking Factor Insights

Our Verdict: Breadcrumbs Are Kind Of A Ranking Factor

Are Breadcrumbs A Google Ranking Factor?

Are Breadcrumbs A Google Ranking Factor?

 

Breadcrumbs are inadvertently a ranking factor.

A ranking factor is a set of criteria that search engines use to evaluate web pages and put them in the order you see in search results.

Does Google use breadcrumbs to evaluate web pages?

Yes, Google documentation supports the theory that breadcrumbs are used to evaluate webpages.

And a representative confirmed that breadcrumbs are considered normal links in Google’s link analysis algorithm, PageRank.

The weight given to those links is unknown.

Does that mean that adding breadcrumb markup will propel your page to the top of search results or that you’re doomed to never reach page one by not having them?

Of course not; the Google algorithm is far too complex for that.


Featured Image: Paulo Bobita/Search Engine Journal

Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]Ranking Factors: Fact Or Fiction? Let’s Bust Some Myths! [Ebook]

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