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Breadcrumb Strategy: Types, Benefits, and Common Mistakes

Breadcrumbs not only enhance user experience but also play a crucial role in improving your website’s SEO. By incorporating relevant keywords in your breadcrumbs trail, you can signal to search engines what your pages are about, potentially boosting your search rankings. This can result in increased organic traffic to your site, making breadcrumbs a valuable asset in your marketing strategy.


One often overlooked aspect of marketing is the use of breadcrumbs. No, we’re not talking about the ones you use in your favourite recipes. We’re talking about the navigational tool that helps users easily navigate through your website


In this article, we’ll explore how you can use breadcrumbs to improve your marketing tactics and drive more traffic to your website.



What Are Breadcrumbs?


Before we dive into how breadcrumbs can improve your marketing strategy, let’s first define what they are.


Breadcrumbs are a type of navigational tool that helps users understand their location on a website. They typically appear at the top of a webpage and show the user the path they took to get to the current page.


For example, if a user is on the “About Us” page, the breadcrumbs may look like this: Home > About Us. This allows the user to easily navigate back to the homepage or other pages within the “About Us” section.



Why Are Breadcrumbs Important for Marketing?


Breadcrumbs may seem like a small detail, but they can have a big impact on your marketing strategy. Here’s why:


  • Improved User Experience: Breadcrumbs make it easier for users to navigate through your website, which can lead to a better overall user experience. This can result in increased time spent on your site and a lower bounce rate.

  • Better SEO: Breadcrumbs can also have a positive impact on your SEO efforts. By including keywords in your breadcrumbs, you can improve your website’s search engine ranking and drive more organic traffic.

  • Increased Conversions: Breadcrumbs can also help guide users to the pages that are most important for your marketing strategy. By strategically placing breadcrumbs on your website, you can lead users to your product pages, contact forms, or other conversion points.



How to Use Breadcrumbs in Your Marketing Strategy


Now that you understand the importance of breadcrumbs, let’s explore how you can use them to improve your marketing strategy.


1. Include Keywords in Your Breadcrumbs


One of the most effective ways to use breadcrumbs in your marketing strategy is to include keywords in them. This can help improve your website’s SEO and drive more organic traffic.

When choosing keywords for your breadcrumbs, think about the pages you want to drive traffic to and the keywords that are most relevant to those pages. For example, if you want to drive traffic to your product pages, you may include keywords like “products” or “shop” in your breadcrumbs.


2. Use Breadcrumbs to Guide Users to Conversion Points


As mentioned earlier, breadcrumbs can be used to guide users to important conversion points on your website. This can include product pages, contact forms, or any other page that is crucial for your marketing strategy.

By placing breadcrumbs strategically on your website, you can lead users to these conversion points and increase your chances of converting them into customers.


3. Make Your Breadcrumbs Clickable


Another way to use breadcrumbs in your marketing strategy is to make them clickable. This allows users to easily navigate back to previous pages, which can improve the overall user experience.

Clickable breadcrumbs can also help users find their way back to important pages, such as product pages or contact forms, which can lead to increased conversions.


4. Use Breadcrumbs to Showcase Your Website’s Hierarchy


Breadcrumbs can also be used to showcase the hierarchy of your website. This can help users understand the structure of your website and find the information they’re looking for more easily.

For example, if your website has multiple categories, you can use breadcrumbs to show users the path they took to get to a specific page within a category. This can help users navigate through your website more efficiently and find the information they need.


5. Use Breadcrumbs to Improve User Engagement


Breadcrumbs can also be used to improve user engagement on your website. By making it easier for users to navigate through your site, you can increase the time they spend on your site and reduce your bounce rate.


This can have a positive impact on your marketing strategy, as engaged users are more likely to convert into customers and become brand advocates.


Real-World Examples of Breadcrumbs in Marketing


Now that you understand how breadcrumbs can be used in your marketing strategy, let’s take a look at some real-world examples.


1. Amazon


Amazon uses breadcrumbs to help users navigate through their website and find the products they’re looking for. By including keywords in their breadcrumbs, such as “Books” or “Electronics”, they can also improve their SEO and drive more organic traffic.


2. HubSpot


HubSpot uses breadcrumbs to showcase the hierarchy of its website and make it easier for users to navigate through their content. By including keywords in their breadcrumbs, they can also improve their SEO and drive more traffic to their website.


3. Airbnb


Airbnb uses clickable breadcrumbs to help users navigate back to previous pages and find the information they need. By making their breadcrumbs clickable, they can improve the user experience and increase engagement on their website.


Who Is Responsible for Implementing Breadcrumbs in Your Marketing Strategy?



Implementing breadcrumbs in your marketing strategy is a team effort. Your marketing team should work closely with your web development team to ensure that breadcrumbs are implemented correctly and strategically on your website.


Your marketing team should also be responsible for choosing the keywords to include in your breadcrumbs and determining the best placement for them on your website.



Takeaways


A breadcrumb trail may seem like a small detail, but it can have a big impact on your SEO techniques. By including keywords in your breadcrumbs, guiding users to conversion points, and making them clickable, you can improve your website’s SEO, increase conversions, and improve the overall user experience.


By implementing breadcrumbs in your marketing strategy, you can take your website to the next level and drive more traffic, engagement, and conversions.

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