Semantic markup and structured data are awesome, but what it we could make those things even more awesome that we ever imagined? Well, what if I told you we could use tag management tools to track the performance and ROI of structured data? What if I told you, you could start pushing out semantic markup so that your site could earn rich snippets without ever having to actually go into your source code and apply microdata? Well you can! Check out my session at SMX West 2015 to find out how!

1. The next generation

2. Implementing semantic analytics
& pushing structured data
Mike Arnesen
Director of Analytics & Optimization
at SwellPath
mike.arnesen@swellpath.com
@mike_arnesen

3. @mike_arnesen #SMX

4. @mike_arnesen #SMX
Rich snippets that
don’t need microdata!

5. @mike_arnesen #SMX

6. What can we try?
@mike_arnesen #SMX

7. How about?
1. Track which pages display rich
snippets in the SERPs
2. Look at traffic to organic landing pages
3. Merge and match up the data
@mike_arnesen #SMX

8. That’s not good enough!
@mike_arnesen #SMX

9. Exhibit A
@mike_arnesen #SMX

10. Exhibit B
@mike_arnesen #SMX

11. There’s got to be
a better way!
@mike_arnesen #SMX

12. We can re build it
We have the technology
@mike_arnesen #SMX

13. Google Tag Manager
Engage!
@mike_arnesen #SMX

14. A Quick Overview
of Tag Management
1. Tags
2. Rules
3. Macros
@mike_arnesen #SMX

15. Tags
The ones you used to hardcode
Google Analytics Tracking Code
Event Tracking
AdWords Conversion Pixels
Remarketing Tags
Custom HTML/JavaScript
@mike_arnesen #SMX

16. Rules
A rule triggers a tag(s) to fire
Google Analytics Tracking Code
Event tracking
AdWords Conversion Pixels
Remarketing Tags
Custom HTML/JavaScript
Fire when URL = x
Fire when Event = x
Fire when Class = x
Fire when {{macro}} = x
@mike_arnesen #SMX

17. Macros
Variables you can use in tags and rules
Google Analytics Tracking Code
Event tracking
AdWords Conversion Pixels
Remarketing Tags
Custom HTML/JavaScript
Fire when URL = x
Fire when Event = x
Fire when Class = x
Fire when {{macro}} = x
{{tracking IDs}}
{{event values}}
{{lookup tables}}
{{dataLayer variables}}
{{custom JavaScript}}
@mike_arnesen #SMX

18. A Basic Example
@mike_arnesen #SMX

19. But wait…
there’s more.
@mike_arnesen #SMX

20. Analytics, meet semantics
@mike_arnesen #SMX

21. moz.com/blog/semantic-analytics
Semantic Analytics
“Applying the principles of
the semantic web to your
analytics & data collection methodology”
@mike_arnesen #SMX
Semantic Analytics
“Applying the principles of
the semantic web to your
analytics & data collection methodology”

22. Walk-through time!
1. Tags
2. Rules
3. Macros
@mike_arnesen #SMX

23. Walk-through time!
1. Macros
2. Rules
3. Tags
@mike_arnesen #SMX

24. Macro
“Semantic Markup Detection”
function () {
var SemElem =
document.querySelectorAll('[itemtype*="Event"]');
SemElem = SemElem.length > 0 ? true : false;
return SemElem;
}
Detects semantic markup in source code
@mike_arnesen #SMX

25. Macro
“Semantic Values”
function () {
var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0];
var performer = $('[itemtype*="Event"]
[itemprop*="performer"]') .text();
venue = $(venue).text();
label = performer + " at " + venue + " (Semantic Event)”;
}
Dynamically builds labels for analytics
@mike_arnesen #SMX

26. Rule
“Semantic Markup Exists”
{{event}} equals “gtm.dom”;
{{semantic markup detection}} equals “true”;
Triggers if semantic markup exists
@mike_arnesen #SMX

27. Tag
Attach to “Page View” tag
{{event}} equals “gtm.dom”;
{{semantic markup detection}} equals “true”;
Sends semantic data as a custom variable
@mike_arnesen #SMX

28. Enjoy!
“Page View” or “Semantic Analytics”
{{event}} equals “gtm.dom”;
{{semantic markup detection}} equals “true”;
Apply “Semantic Markup” as a secondary dimension
@mike_arnesen #SMX

29. A more elegant solution
for a more civilized age.
@mike_arnesen #SMX

30. DATALAYER
@mike_arnesen #SMX

31. Application
Layer
Data
Layer
Experience
Layer
@mike_arnesen #SMX

32. Application
Layer
Data
Layer
Experience
Layer
WOW
@mike_arnesen #SMX

33. JavaScript Object Notation for Linked Data
@mike_arnesen #SMX

34. JavaScript Object Notation for Linked Data
JavaScript
@mike_arnesen #SMX

35. JavaScript Object Notation for Linked Data
JavaScript
Structured Data
@mike_arnesen #SMX

36. JavaScript is a transporter for Structured Data
JavaScript
Structured Data
@mike_arnesen #SMX

37. JSON-LD via GTM via DataLayer
@mike_arnesen #SMX

38. JSON-LD via GTM via DataLayer
@mike_arnesen #SMX

39. JSON-LD via GTM via DataLayer
@mike_arnesen #SMX

40. JSON-LD via GTM via DataLayer
@mike_arnesen #SMX

41. Semantic Analytics
from dataLayer
<script> - dataLayer
Populate a dataLayer with application layer (database) info
@mike_arnesen #SMX

42. Semantic Analytics
from dataLayer
Macro - “dataLayer – {{itemprop}}”
Then create dataLayer Variable Macros in GTM
@mike_arnesen #SMX

43. Semantic Analytics
from dataLayer
Macro - “Semantic Custom Dimension”
Then create JavaScript Macro to build analytics values
@mike_arnesen #SMX

44. Semantic Analytics
from dataLayer
Macro - “Semantic Custom Dimension”
Then create JavaScript Macro to build analytics values
@mike_arnesen #SMX

45. Semantic Analytics
from dataLayer
Tag – Add to “Page View”
Use the Macro to set your semantic Custom Dimension
@mike_arnesen #SMX

46. Here’s where it gets really cool
@mike_arnesen #SMX

47. JSON-LD from DataLayer via GTM
JSON-LD
Custom Tag
Google
Indexable
Structured Data
dataLayer
Variable Macros
dataLayer
values
@mike_arnesen #SMX

48. JSON-LD from DataLayer via GTM
Create a Custom HTML tag, using Macros as variables
@mike_arnesen #SMX

49. JSON-LD from DataLayer via GTM
Fire the tag on all pages with semantic data
@mike_arnesen #SMX

50. JSON-LD from DataLayer via GTM
It’s always a good idea to validate!
developers.google.com/structured-data/testing-tool/
@mike_arnesen #SMX

51. Rich Snippets in Search
Without having to markup content!!!
@mike_arnesen #SMX

52. @mike_arnesen #SMX

53. Epilogue
Don’t just implement structured data.
Track its performance.
@mike_arnesen #SMX

54. Epilogue
Leverage semantic data
to enhance your analytics.
@mike_arnesen #SMX

55. Epilogue
Let semantic analytics
inform your marketing strategy.
@mike_arnesen #SMX

56. Epilogue
Simplify your rollout using JSON-LD
powered by a rich dataLayer.
@mike_arnesen #SMX

57. Download
bit.ly/semantic-west
@mike_arnesen #SMX

58. Link Bundle
bit.ly/next-gen-data
@mike_arnesen #SMX

59. Link Bundle
bit.ly/next-gen-data
@mike_arnesen #SMX

60. Implementing semantic analytics
& pushing structured data
Thank you!
Mike Arnesen
Director of Analytics & Optimization
at SwellPath
google.com/search?mike+arnesen
Download: bit.ly/semantic-west