How could you make a URL/Breadcrumb structure appear different in Google than when you click into site?

[TicketCity]

I'm seeing a competitor be able to make their URL/Breadcrumb stucture appear different in Google than on the site. Google shows a 3-4 category silo for the page but once clicked the page is off root. How could you do this?

[ATP]

So your saying in google their URL appears
site.com/cat1/subcat/subsubcat/page

but once clicked the url is
site.com/page

If this is the case, I would guess that they previously had the page at the "site.com/cat1/subcat/subsubcat/page" url and google index'd it there and have since re-directed the URL the site.com/page and google simply hasn't reindexed and updated its listing yet.

Without a URL / example to look at I cant tell if anything more is going on.

[TicketCity]

Yes, that is exactly what is happening. But it has been this way for awhile now. I don't think reindexing is the issue. What do you think about this? See images below.

Sqlz8#jC3Aa8m

[ATP]

Looks like Rich Snippets / structured data are whats doing it on this particular URL. If you right click on the site and click inspect elements you will see bits of code like this

• Sports

The itemscope & item type tags all have to do with rich snippets / structured data, im no expert as i've not implemented them yet myself, but you can find out more at the following links

https://moz.com/learn/seo/schema-structured-data
https://moz.com/blog/a-visual-guide-to-rich-snippets
https://developers.google.com/structured-data/breadcrumbs In short, they tell the search engines what the data is so it can be displayed in a more appealing way in the search engine.