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Next Generation Structured Data

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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!

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Next Generation Structured Data

  1. 1. The next generation
  2. 2. Implementing semantic analytics & pushing structured data Mike Arnesen Director of Analytics & Optimization at SwellPath mike.arnesen@swellpath.com @mike_arnesen
  3. 3. @mike_arnesen #SMX
  4. 4. @mike_arnesen #SMX Rich snippets that don’t need microdata!
  5. 5. @mike_arnesen #SMX
  6. 6. What can we try? @mike_arnesen #SMX
  7. 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. 8. That’s not good enough! @mike_arnesen #SMX
  9. 9. Exhibit A @mike_arnesen #SMX
  10. 10. Exhibit B @mike_arnesen #SMX
  11. 11. There’s got to be a better way! @mike_arnesen #SMX
  12. 12. We can re build it We have the technology @mike_arnesen #SMX
  13. 13. Google Tag Manager Engage! @mike_arnesen #SMX
  14. 14. A Quick Overview of Tag Management 1. Tags 2. Rules 3. Macros @mike_arnesen #SMX
  15. 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. 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. 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. 18. A Basic Example @mike_arnesen #SMX
  19. 19. But wait… there’s more. @mike_arnesen #SMX
  20. 20. Analytics, meet semantics @mike_arnesen #SMX
  21. 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. 22. Walk-through time! 1. Tags 2. Rules 3. Macros @mike_arnesen #SMX
  23. 23. Walk-through time! 1. Macros 2. Rules 3. Tags @mike_arnesen #SMX
  24. 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. 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. 26. Rule “Semantic Markup Exists” {{event}} equals “gtm.dom”; {{semantic markup detection}} equals “true”; Triggers if semantic markup exists @mike_arnesen #SMX
  27. 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. 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. 29. A more elegant solution for a more civilized age. @mike_arnesen #SMX
  30. 30. DATALAYER @mike_arnesen #SMX
  31. 31. Application Layer Data Layer Experience Layer @mike_arnesen #SMX
  32. 32. Application Layer Data Layer Experience Layer WOW @mike_arnesen #SMX
  33. 33. JavaScript Object Notation for Linked Data @mike_arnesen #SMX
  34. 34. JavaScript Object Notation for Linked Data JavaScript @mike_arnesen #SMX
  35. 35. JavaScript Object Notation for Linked Data JavaScript Structured Data @mike_arnesen #SMX
  36. 36. JavaScript is a transporter for Structured Data JavaScript Structured Data @mike_arnesen #SMX
  37. 37. JSON-LD via GTM via DataLayer @mike_arnesen #SMX
  38. 38. JSON-LD via GTM via DataLayer @mike_arnesen #SMX
  39. 39. JSON-LD via GTM via DataLayer @mike_arnesen #SMX
  40. 40. JSON-LD via GTM via DataLayer @mike_arnesen #SMX
  41. 41. Semantic Analytics from dataLayer <script> - dataLayer Populate a dataLayer with application layer (database) info @mike_arnesen #SMX
  42. 42. Semantic Analytics from dataLayer Macro - “dataLayer – {{itemprop}}” Then create dataLayer Variable Macros in GTM @mike_arnesen #SMX
  43. 43. Semantic Analytics from dataLayer Macro - “Semantic Custom Dimension” Then create JavaScript Macro to build analytics values @mike_arnesen #SMX
  44. 44. Semantic Analytics from dataLayer Macro - “Semantic Custom Dimension” Then create JavaScript Macro to build analytics values @mike_arnesen #SMX
  45. 45. Semantic Analytics from dataLayer Tag – Add to “Page View” Use the Macro to set your semantic Custom Dimension @mike_arnesen #SMX
  46. 46. Here’s where it gets really cool @mike_arnesen #SMX
  47. 47. JSON-LD from DataLayer via GTM JSON-LD Custom Tag Google Indexable Structured Data dataLayer Variable Macros dataLayer values @mike_arnesen #SMX
  48. 48. JSON-LD from DataLayer via GTM Create a Custom HTML tag, using Macros as variables @mike_arnesen #SMX
  49. 49. JSON-LD from DataLayer via GTM Fire the tag on all pages with semantic data @mike_arnesen #SMX
  50. 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. 51. Rich Snippets in Search Without having to markup content!!! @mike_arnesen #SMX
  52. 52. @mike_arnesen #SMX
  53. 53. Epilogue Don’t just implement structured data. Track its performance. @mike_arnesen #SMX
  54. 54. Epilogue Leverage semantic data to enhance your analytics. @mike_arnesen #SMX
  55. 55. Epilogue Let semantic analytics inform your marketing strategy. @mike_arnesen #SMX
  56. 56. Epilogue Simplify your rollout using JSON-LD powered by a rich dataLayer. @mike_arnesen #SMX
  57. 57. Download bit.ly/semantic-west @mike_arnesen #SMX
  58. 58. Link Bundle bit.ly/next-gen-data @mike_arnesen #SMX
  59. 59. Link Bundle bit.ly/next-gen-data @mike_arnesen #SMX
  60. 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

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