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Implement and TRACK Structured Data - SMX East 2014

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As part of the panel on "25 Smart Examples of Structured Data You Can Use", I'm presenting ways you can implement and track (a commonly overlooked piece) structured data and semantic markup. This is a preview! The whole thing will be live on October 1st.

Published in: Data & Analytics, Marketing
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Implement and TRACK Structured Data - SMX East 2014

  1. 1. and track structured data 8 More Ways to Implement
  2. 2. Download bit.ly/semantic-hobbit
  3. 3. Mike Arnesen Director of Analytics & Optimization at SwellPath google.com/search?mike+arnesen @mike_arnesen #SMX | #22A
  4. 4. <div itemscope itemtype="http://schema.org/Event"> <div itemprop="performer" itemscope itemtype="http:// Yes, it validates. schema.org/Person"> <h1 itemprop="name" > Mike Arnesen </h1> <h2 itemprop="jobTitle" > Director of Analytics & Optimization </h2> <h3 itemprop="worksFor" > SwellPath </h3> <a itemprop="url" href="google.com/search?q=mike +arnesen">Find me on Google</a> <img src="/headshot.jpg" itemprop="image" /> <span itemprop="brand" >@mike_arnesen</span> </div> #<span itemprop="name" >SMX</span> #<span itemprop="subEvent">22A</span> <meta itemprop="startDate" content="2014-10-01"> <meta itemprop="location" content="NYC" /> </div>
  5. 5. Audit & Discovery Let’s see what we have here @mike_arnesen #SMX | #22A
  6. 6. Use analytics to identify prime targets for improvement. @mike_arnesen #SMX | #22A
  7. 7. Don’t forget Screaming Frog! @mike_arnesen #SMX | #22A
  8. 8. Implementation Develop and execute your plan @mike_arnesen #SMX | #22A
  9. 9. What content on your site is important? Articles Products Navigation Events Recipes Places & Addresses Organizations Reviews Ratings Comments Videos Dates & Times People Relationships Books Answers Diets Movies TV Episodes Exercise Plan Paintings & Sculptures Bus Trips & Flights Services Medical Conditions/Treatments @mike_arnesen #SMX | #22A
  10. 10. What content on your site is important? Trick question! It’s all important! Articles Products Navigation Events Recipes Places & Addresses Organizations Reviews Ratings Comments Videos Dates & Times People Relationships Books Answers Diets Movies TV Episodes Exercise Plan Paintings & Sculptures Bus Trips & Flights Services Medical Conditions/Treatments @mike_arnesen #SMX | #22A
  11. 11. Build templates & guides <span xmlns:v="http://rdf.data-vocabulary.org/#"> <span typeof="v:Breadcrumb"> <a href="/" rel="v:url" property="v:title" itemprop="breadcrumb"> Home </a> </span> » <span typeof="v:Breadcrumb"> <a href=”/blades/" rel="v:url" property="v:title" itemprop="breadcrumb"> Blades </a> </span> » <span typeof="v:Breadcrumb"> <a href="/blades/broad-swords/" rel="v:url" property="v:title" itemprop="breadcrumb"> Broad Swords </a> </span> </span> @mike_arnesen #SMX | #22A
  12. 12. <div itemscope itemtype="http://schema.org/Product" > <h1 itemprop="name">Glamdring</h1> <img src="/images/glamdring-high-res.png" itemprop="image" /> <p itemprop="description">Glamdring was used in battle only twice in the First Age; Turgon wielded Glamdring in the Nirnaeth Arnoediad, and in the Fall of Gondolin. For over 6,000 years it went missing, surviving the War of Wrath, until Gandalf (and company) found it (along with Sting and Orcrist) in the trolls' cave in The Hobbit and claimed it for himself. </p> <div itemprop="offers" itemscope itemtype="http://schema.org/Offer" > <span itemprop="price">40</span> <span itemprop="priceCurrency" content="XAU"> <link itemprop="availability" href="http://schema.org/InStock" />In stock </div> <h3>Related Blades</h3> <div itemprop="isRelatedTo" itemscope itemtype="http://schema.org/Product" > <a itemprop="url" href="/blades/orcist/"> <span itemprop="name" >Orcist</span> </a> - <span itemprop="offers" itemscope itemtype="http://schema.org/Offer" > <span itemprop="price">35</span><span itemprop="priceCurrency" content="XAU”> </span> </div> Build templates & guides for all of your content types @mike_arnesen #SMX | #22A
  13. 13. Events Decide which events matter to you @mike_arnesen #SMX | #22A
  14. 14. Create a Tag: @mike_arnesen #SMX | #22A
  15. 15. Create a Tag: to send data to Google Analytics @mike_arnesen #SMX | #22A
  16. 16. to send data to Google Analytics with meaningful values @mike_arnesen #SMX | #22A
  17. 17. to send data to Google Analytics with meaningful values @mike_arnesen #SMX | #22A
  18. 18. Start Tracking Set tag manager to listen for structured data @mike_arnesen #SMX | #22A
  19. 19. One RULE to rule… you know the rest @mike_arnesen #SMX | #22A
  20. 20. One RULE to rule… you know the rest @mike_arnesen #SMX | #22A
  21. 21. Custom JavaScript Macro: @mike_arnesen #SMX | #22A
  22. 22. Custom JavaScript Macro: Detect schema.org markup on page @mike_arnesen #SMX | #22A
  23. 23. Creation order & naming conventions for Macros, Rules, & Tags Create Macros: • Semantic – {Type} Markup Detection • Semantic – {Type} {Property} Create Rules: • Semantic - Has {Type} Markup Rule Create Tags: • Semantic – {Type} Markup Analytics Event @mike_arnesen #SMX | #22A
  24. 24. Groupings Keep track of each group @mike_arnesen #SMX | #22A
  25. 25. Set up dynamic content grouping in Google Tag Manager @mike_arnesen #SMX | #22A
  26. 26. …via a Macro with a Lookup Table @mike_arnesen #SMX | #22A
  27. 27. Goals Decide what you need to accomplish @mike_arnesen #SMX | #22A
  28. 28. Create a goal to track the performance of all structured data on your site @mike_arnesen #SMX | #22A
  29. 29. Watch the crawl Using webmaster tools @mike_arnesen #SMX | #22A
  30. 30. Keep monitoring Google’s crawling to ID missing data or errors. @mike_arnesen #SMX | #22A
  31. 31. All Powerful Search One sitelink to rule them all @mike_arnesen #SMX | #22A
  32. 32. Create a custom HTML Tag in GTM and simply deliver! @mike_arnesen #SMX | #22A
  33. 33. Create a custom HTML Tag in GTM and simply deliver! @mike_arnesen #SMX | #22A
  34. 34. How to Implement & Track your structured data @mike_arnesen #SMX | #22A
  35. 35. How to Implement & Track your structured data 1. Audit and rediscover your content 2. Strategize and implement 3. Enable tracking of structured data in GA 4. Set up and record analytics events 5. Create itemtype-based groups for content 6. Set up goals to monitor structure data ROI 7. Continue to watch the crawl @mike_arnesen #SMX | #22A
  36. 36. Download bit.ly/semantic-hobbit @mike_arnesen #SMX | #22A
  37. 37. Thank you! Mike Arnesen Director of Analytics & Optimization at SwellPath google.com/search?mike+arnesen Download: bit.ly/semantic-hobbit @mike_arnesen #SMX | #22A

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