A breadcrumb trail on a page indicates the page’s position in the site hierarchy. A user can navigate all the way up in the site hierarchy, one level at a time, by starting from the last breadcrumb in the breadcrumb trail.
Google Search uses breadcrumb markup in the body of a web page to categorize the information from the page in search results. Often, as illustrated in following use cases, users can arrive at a page from very different types of search queries. While each search may return the same web page, the breadcrumbs categorize the content within the context of the Google Search query. The page ancillaryjustice.html might display the following breadcrumb trails depending upon the search context:
Example 1: Search query for book title, Ancillary Justice
Books › Authors › Ann Leckie › Ancillary Justice
Example 2: Search query for a year and genre-based award, 2014 Nebula Award best novel
Books › Science Fiction › Ancillary Justice
Example 3: Multiple breadcrumb trail
Books › Science Fiction › Award Winners Literature › Speculative Fiction
Insert the HTML breadcrumb block within the page as part of the visual design. The HTML breadcrumb trail for the Guidelines example might be:
In addition to the general structured data guidelines, Social Profile markup should create one or more breadcrumb trails without a crumb for the target page if it’s possible to find the page within a larger set of search results. Continuing the previous examples, because the search query award winning science fiction novels would find many other pages in addition to ancillaryjustice.html, you might include the breadcrumb trail to reflect the broader search category:
Books › Science Fiction › Award Winners
Google Search recognizes the following properties of a BreadcrumbList.
A URL to an image resource that represents the current crumb.
An individual crumb in the breadcrumbs trail. It contains the @id (a unique URL) and the nameproperty.
The title of the breadcrumb displayed for the user.
The position of the breadcrumb in the breadcrumbs trail. Position 1 signifies the beginning of the trail.