Question About Permalink Showing Up in Search Results

[LindsayE]

Does Google determine how your permalink shows up in the search results or is that a setting on our end? I noticed most of our competitors have their permalink show up in their snippet results. Ours shows "knowledgebase" instead. I think seeing the keywords in the permalink helps with conversions.

https://screencast.com/t/fyFyNaWayajx

[WebElaine]

Google is showing "Knowledge Base" for your site because it has recognized breadcrumbs on your website. The competitors whose longer links are showing up don't use breadcrumbs, so Google has no structured data on what category it's in.

There isn't a setting to toggle "show breadcrumbs" or "show full URLs" - if you use breadcrumbs that Google recognizes, it will automatically display them in SERPs. Breadcrumbs typically improve your sitewide SEO and also can give visitors a clue about what type of page they're visiting, so if you choose your categories and breadcrumbs wisely, I think it can improve the user experience. I definitely wouldn't remove the breadcrumbs from the website just so the SERPs will show longer URLs.