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An Elegant Solution For Tracking and Executing Semantic SEO

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From the SMX West Conference in San Jose, California, March 3-5, 2015. SESSION: The Next Generation Of Structured Data: Taking Markup To The Next Level. PRESENTATION: An Elegant Solution For Tracking and Executing Semantic SEO - Given by Mike Arnesen, @mike_arnesen - SwellPath, SEO Team Manager. #SMX #31A

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An Elegant Solution For Tracking and Executing Semantic SEO

  1. 1. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Tag Management. Engage! THE NEXT GENERATION OF STRUCTURED DATA: An Elegant Solution for Tracking & Executing Semantic SEO
  2. 2. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Mike Arnesen Director of Analytics & Optimization at SwellPath @mike_arnesen
  3. 3. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Download bit.ly/semantic-west
  4. 4. searchmarketingexpo.com @Mike_Arnese n #SMX #31a
  5. 5. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Rich snippets that don’t need microdata!
  6. 6. searchmarketingexpo.com @Mike_Arnese n #SMX #31a
  7. 7. searchmarketingexpo.com @Mike_Arnese n #SMX #31a No elegant solution
  8. 8. searchmarketingexpo.com @Mike_Arnese n #SMX #31a 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
  9. 9. searchmarketingexpo.com @Mike_Arnese n #SMX #31a That’s not good enough!
  10. 10. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Exhibit A
  11. 11. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Exhibit B
  12. 12. searchmarketingexpo.com @Mike_Arnese n #SMX #31a There’s got to be a better way!
  13. 13. searchmarketingexpo.com @Mike_Arnese n #SMX #31a We can re build it. We have the technology.
  14. 14. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Tag Management. Engage!
  15. 15. searchmarketingexpo.com @Mike_Arnese n #SMX #31a 1. Tags 2. Rules 3. Macros A Quick Overview of Tag Management
  16. 16. searchmarketingexpo.com @Mike_Arnese n #SMX #31a The ones you used to hardcode Tags Google Analytics Tracking Code Event Tracking AdWords Conversion Pixels Remarketing Tags Custom HTML/JavaScript
  17. 17. searchmarketingexpo.com @Mike_Arnese n #SMX #31a A rule triggers a tag(s) to fire Rules Fire when URL = x Fire when Event = x Fire when Class = x Fire when {{macro}} = x
  18. 18. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Variables you can use in tags and rules Macros {{tracking IDs}} {{event values}} {{lookup tables}} {{dataLayer variables}} {{custom JavaScript}}
  19. 19. searchmarketingexpo.com @Mike_Arnese n #SMX #31a A Basic Example
  20. 20. searchmarketingexpo.com @Mike_Arnese n #SMX #31a But wait… there’s more.
  21. 21. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Analytics, meet semantics.
  22. 22. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Applying the principles of the semantic web to your analytics & data collection methodology moz.com/blog/semantic-analytics
  23. 23. searchmarketingexpo.com @Mike_Arnese n #SMX #31a 1. Tags 2. Rules 3. Macros Walk-through time!
  24. 24. searchmarketingexpo.com @Mike_Arnese n #SMX #31a 1. Macros 2. Rules 3. Tags Walk-through time!
  25. 25. searchmarketingexpo.com @Mike_Arnese n #SMX #31a “Semantic Markup Detection” Macro Detects semantic markup in source code function () { var SemElem = document.querySelectorAll('[itemtype*="Event"]'); SemElem = SemElem.length > 0 ? true : false; return SemElem; }
  26. 26. searchmarketingexpo.com @Mike_Arnese n #SMX #31a “Semantic Values” Macro Dynamically builds labels for analytics function () { var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0]; var performer = $('[itemtype*="Event"] [itemprop*="performer"]') .text(); venue = $(venue).text(); label = performer + " at " + venue + " (Semantic Event)”; }
  27. 27. searchmarketingexpo.com @Mike_Arnese n #SMX #31a “Semantic Markup Exists” Rule Triggers if semantic markup exists {{event}} equals “gtm.dom”; {{semantic markup detection}} equals “true”;
  28. 28. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Attach to “Page View” tag Tag Triggers if semantic markup exists
  29. 29. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Enjoy! Apply “Semantic Markup” as a secondary dimension
  30. 30. searchmarketingexpo.com @Mike_Arnese n #SMX #31a A more elegant solution for a more civilized age.
  31. 31. searchmarketingexpo.com @Mike_Arnese n #SMX #31a
  32. 32. searchmarketingexpo.com @Mike_Arnese n #SMX #31a DATALAYER
  33. 33. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Application Layer Data Layer Experience Layer
  34. 34. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Application Layer Data Layer Experience Layer WOW
  35. 35. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JavaScript Object Notation for Linked Data
  36. 36. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JavaScript Object Notation for Linked Data JavaScript
  37. 37. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JavaScript Object Notation for Linked Data JavaScript Structured Data
  38. 38. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JavaScript is a transporter for Structured Data JavaScript Structured Data
  39. 39. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD via GTM via DataLayer
  40. 40. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD via GTM via DataLayer
  41. 41. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD via GTM via DataLayer
  42. 42. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD via GTM via DataLayer
  43. 43. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Semantic Analytics from dataLayer <script> - dataLayer Populate a dataLayer with application layer (database) info
  44. 44. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Semantic Analytics from dataLayer Macro - “dataLayer – {{itemprop}}” Then create dataLayer Variable Macros in GTM
  45. 45. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Semantic Analytics from dataLayer Macro - “Semantic Custom Dimension Values” Then create JavaScript Macro to build analytics values
  46. 46. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Semantic Analytics from dataLayer Macro - “Semantic Custom Dimension Values” Then create JavaScript Macro to build analytics values
  47. 47. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Semantic Analytics from dataLayer Tag – Add to “Page View” Use the Macro to set your semantic Custom Dimension
  48. 48. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Here’s where it gets really cool.
  49. 49. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD from DataLayer via GTM
  50. 50. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD from DataLayer via GTM Create a Custom HTML tag, using Macros as variables
  51. 51. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD from DataLayer via GTM Fire the tag on all pages with semantic data
  52. 52. searchmarketingexpo.com @Mike_Arnese n #SMX #31a JSON-LD from DataLayer via GTM It’s always a good idea to validate! developers.google.com/structured-data/testing-tool/
  53. 53. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Rich Snippets in Search without having to markup content!
  54. 54. searchmarketingexpo.com @Mike_Arnese n #SMX #31a
  55. 55. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Epilogue Don’t just implement structured data. Track its performance.
  56. 56. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Epilogue Leverage semantic data. to enhance your analytics.
  57. 57. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Epilogue Let semantic analytics inform your marketing strategy.
  58. 58. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Epilogue Simplify your rollout using JSON-LD powered by a rich dataLayer.
  59. 59. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Download bit.ly/semantic-west
  60. 60. searchmarketingexpo.com @Mike_Arnese n #SMX #31a Link Bundle bit.ly/next-gen-data
  61. 61. searchmarketingexpo.com @Mike_Arnese n #SMX #31a
  62. 62. searchmarketingexpo.com @Mike_Arnese n #SMX #31a

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