Google has announced some interesting mobile search related updates on 16th April 2015. These new updates include the revamped URL structure presentation in mobile search result and ability to replace the domain name with the website name in search results.
Have you tried searching for a product in Google via mobile device? You will feel much better mobile search experience. Google has made the understanding of search result easier by adding breadcrumbs in mobile search result. It will help searchers to clearly understand the website navigation. According to Google this will provide a quick hint about the page topic to the users.
“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.” This is what Google has conveyed to the community while announcing the update on official bolg post.
Previously when you search for the history of Google in Mobile Device, the result URL was like www.google.com/about/company/history. The old structure of URL is replaced by breadcrumbs, so it will be something like Google > about > company > history from now onwards. Google has also introduce the support for the schema.org structured data for website. You can now use structured data to include your website name in search result instead of the domain. It is good for the business to get the real world name in search result instead of the domain name. But that also makes it equally important to have unique and decent business name to counter the tremendous online competition.
All these changes are not real time. These changes are rolling out gradually and have no impact on desktop search result. The site name change is for US only for now and the breadcrumbs are rolled out worldwide. While mobile friendly algorithm approaching soon, Google is also playing hard to provide the best user experience to the mobile searchers. You can check about the structured data about the site-name and breadcrumb in developer’s forum.