Using text that is off-topic or has no relation to the content of the page linked to. Organic or word-of-mouth buzz is what helps build your site’s reputation with both users and Google, and it rarely comes without quality content. Letting your navigational page become out of date with broken links. Creating complex webs of navigation links, for example, linking every page on your site to every other page. A breadcrumb is a row of internal links at the top or bottom of the page that allows visitors to quickly navigate back to a previous section or the root page.
Sites built around user interaction and sharing have made it easier to match interested groups of people up with relevant content. If you run a local business, adding its information to Google My Business52 will help you reach customers on Google Maps and web search. Putting effort into the offline promotion of your company or site can also be rewarding. For example, if you have a business site, make sure its URL is listed on your business cards, letterhead, posters, etc. You could also send out recurring newsletters to clients through the mail letting them know about new content on the company’s website. If you use Dynamic Serving or have a separate mobile site, signal to Google when a page is formatted for mobile (or has an equivalent page that’s formatted for mobile). This helps Google accurately serve mobile searchers your content in search results.
Stuffing keywords into alt text or copying and pasting entire sentences. If your site has a blog with public commenting turned on, links within those comments could pass your reputation to pages that you may not be comfortable vouching for. Blog comment areas on pages are highly susceptible to comment spam. Nofollowing these user-added links ensures that you’re not giving your page’s hard-earned reputation to a spammy site. Creating unnecessary links that don’t help with the user’s navigation of the site. You may usually think about linking in terms of pointing to outside websites, but paying more attention to the anchor text used for internal links can help users and Google navigate your site better.
Many breadcrumbs have the most general page as the first, leftmost link and list the more specific sections out to the right. We recommend using breadcrumb structured data markup28 when showing breadcrumbs. Search engines need a unique URL per piece of content to be able to crawl and index that content, and to refer users to it. In addition to using structured data markup for rich results, we may use it to serve relevant results in other formats.