How to fix incorrect breadcrumb issues in Google search results?

[brandpilot]

We do branding and Shopify design/build. I have an old client that recently hired some SEO guys that messed up their SEO results. The error appears to be coming from Google Tag Manager or Search Console setup. In search results, the breadcrumbs all read the same thing "For Couples > LGBTQ" which is incorrect and which appears to be coming from the footer rather than actual site structure. This breadcrumb appears for nearly every search result on the site. See below:

I need to get the client a solution to fix this ASAP, and this could lead to an SEO contract.

Anyone want to tackle this?

[Josh_Uebergang · Accepted solution]

This is markup is done through schema. It can be done a variety of ways. Use Google's Schema Markup validator to diagnose where it occurs.

The for her collection https://validator.schema.org/#url=https%3A%2F%2Fcupidboutique.com%2Fcollections%2Ffor-her, has the following markup: 

I'd expect some markup to contain lgbtq but it doesn't, which makes me think the code has been removed and issue fixed. Chances are the SEO company used some static code that meant the markup was the same across many pages or the whole site!

[brandpilot]

Thanks for your insights! Could all this have been caused by poor setup of
Google Tag Manager?
I know the SEO guys installed GTM and later removed it, which would explain
a lot.

If the issue was caused by GTM and it has been removed, I guess we just
wait for the indexing updates to propagate?

[Josh_Uebergang]

Yes, removal of GTM if it was done through it, would fix it. And yes, Google would need to crawl each page to grab an updated version.

[oscprofessional]

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