Website breadcrumbs are used to let a user know where they are in a site. They are usually included near to the top of the page and allow the user of the site to go 'up' categories back to the home page of the site.
As well as using breadcrumbs to make the site more usable, they provide a great opportunity to create result rich link text. When writing breadcrumb text remember that it could provide useful information to search engines identifying keywords associated with the content on the page.
The concept of anchor link text helping to identify relevant keywords actually applies to all links across a website. As with other elements of the content strategy, the most important content to use in the breadcrumb text is always what is best for the user. Don't be tempted to artificially stuff keywords that you want a page to rank for into the link text pointing to that page.
SEO is more like a continuous journey to improve your site than a process where you pay to be ranked #1. Be prepared to invest for the long term.
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