The document discusses the evolution of digital marketing focusing on the importance of machine-readable data layers, specifically json-ld markup, in enhancing search engine optimization (SEO) amidst competition from platforms like Facebook. It outlines various benefits and applications of json-ld, including increasing organic click-through rates, improving remarketing efforts, and structured data automation tools. Additionally, it provides a detailed overview of technical implementations and examples of json-ld scripts for various content types to enable SEO optimization.

1. Slides: bit.ly/datalayer2
SEO dataLayer2:
Entity Wars

2. Welcome Back
Phil Pearce
Analytics Freedom Fighter
www.linkedin.com/in/philpearce
Web Analytics
Exchange
mentor
750 GA
questions answered
Tracking
protection
group

3. Agenda
1. A possible Dark Future
2. Battlefield report: Before vs After
3. Arming-up
1. Enabling markup (Cheat sheets & templates)
2. Shooting range (UI for enabling)
3. Testing it worked
4. JSONLD Listeners
5. A new future

4. Everyone thought Google was the Bad guy…

5. …they were wrong!

6. 2020: Facebook Network introduce a
new search engine called Mercury, it
used Machine Learning & Facebook`s
database to return the perfect
answer to any question.

7. Google became an obsolete business model
It did`nt have access to the rich structured user & content data stored
in Facebooks proprietary database.
Google was missing a semantic understanding layer.

8. Realising its mistake, Google sent
a machine readable data
alternative back in time

9. Thus began the entity wars…

10. I`m here to Arm you
with the tools you
will need to enable
machine readable
dataLayer
The name of this
mark-up is called…

11. JSON-LD Corners

12. What is JSON-LD video
https://www.youtube.com/watch?v=vioCbTo3C-4
And https://www.youtube.com/watch?v=XXw8g-FbemI#t=251

13. Does Anyone know what the
LD stands for in JSON-LD?
Audience Question….

14. LD = Likes Die!

15. Benefits of JSON-LD
1. Increases organic CTR (Google & Bing)
2. Allows for Action buttons when signed-in
3. Allows you to leverage offsite markup (via LD)
4. Extra organic impressions in card carousal
5. Requirement for AMP pages (e.g News markup)
6. Allows for contentGroups & remarketing
7. Also works in webmail aswell

17. JSON-LD adoption rate - increasing
http://trends.builtwith.com/docinfo/JSON-LD

18. Facebook like button adoption - flat growth

19. bit.ly/entity-day
Timeline to Entity Day… Ramping up!

20. Arming your SEO
team…

21. “Schema Markup Generator”
Future Action:
Use
playground
technicalseo.com/seo-tools/schema-markup-generator/

22. “JSON-LD playground”
Future Action:
Use
playground
json-ld.org/playground/

23. http://peadig.com/wordpress-plugins/structured-social-profiles/
https://wordpress.org/plugins/structured-social-profiles/
Wordpress plugin for JSON-LD

24. 1. Inline MicroData converted to JSONLD for Courses
bit.ly/rdfa-to-jsonld
2. JS variables converted to JSONLD for Restaurants
bit.ly/js-to-jsonld
Heavy lifting in JS using GTM…

25. GTM JSON-LD example source code…
JSON script are
downloadable
from here:
login:coolgtmstuff
@gmail.com
pw:philrulesgtm8
Auto config import file:
bit.ly/winningthewar6

26. Winning the war examples…
bit.ly/winningthewar35

27. 2. Microdata >> JSON-LD convertor
bit.ly/winningthewar5

28. https://www.schemaapp.com/schema-markup-automation/
https://www.schemaapp.com/?wvideo=jz49i69b7p
Of if you are really F**king lazy & don’t want to do
any work… (automatic method)

29. Pro Tip… there is a bug in GTM on
when using special characters
Don’t use…
Use this instead…

30. Pro Tip… there is a bug in GTM on
when using special characters
Use this instead…

31. Testing JSON mark-up worked

32. Structure Data Validator (Whole site in GWT)

33. Structure Data Validator (one page at a time)
https://search.google.com/structured-data/testing-tool

34. Monitoring changes in Google SERPs…

35. You can already calculate existing Organic CTR
using GA sessions / GWT impressions

36. Rich Cards monitoring

37. SEOmoz now report on this for your site vs competitors

38. Incoming transmission

39. Facebook like buttons auto-enabled listening for
JSON-LD!!

40. How to disable Facebook autoConfig listner…
fbq("set", "autoConfig", false, "99999999999" );

41. Whitelist of Entities Types

42. Organization – Logo, Social and Telephone number
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Organization",
"url": "http://yourdomain.com/",
"logo": "http://yourdomain.com/images/logo.png",
"sameAs": [
"http://www.facebook.com/yourProfile",
"http://www.twitter.com/yourProfile",
"http://plus.google.com/yourProfile",
"http://www.linkedin.com/in/yourProfile",
"http://instagram.com/yourProfile"
],
"contactPoint": [{
"@type": "ContactPoint",
"telephone": "+1-401-555-1212",
"contactType": "customer service",
"contactOption": "TollFree",
"areaServed": [
"US",
"CA"
],
"availableLanguage": [
"English",
"French"
]
}]
}
</script>
Future Action:
Click
Homepage only

43. Person
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Person",
"name": "Barack Obama",
"jobTitle": "President",
"affiliation": "Democratic Party",
"additionalName": "Barack",
"url": "http://www.barackobama.com/",
"sameAs": [
"http://www.facebook.com/yourProfile",
"http://www.twitter.com/yourProfile",
"http://plus.google.com/yourProfile",
"http://www.linkedin.com/in/yourProfile",
"http://instagram.com/yourProfile"
],
"address": {
"@type": "PostalAddress",
"streetAddress": "White house, 1600 Pennsylvania Ave",
"addressLocality": "Northwest",
"addressRegion": "Washington"
}
}
</script>
Future Action:
Follow
updates
Homepage only

44. WebSite – Search box
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "WebSite",
"url": "http://yourdomain.com/",
"potentialAction": {
"@type": "SearchAction",
"target": "http://yourdomain.com/?s={search_term_string}",
"query-input": "required name=search_term_string"
}
}
</script>
Future Action:
Search
Global

45. Breadcrumbs
<!-- developers.google.com/structured-data/breadcrumbs -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"item": {
"@id": "http://{{Page Hostname}}/{{jsmacro_pathnameLevel1 - no prepending slash}}",
"name": "{{jsmacro_pathnameLevel1 - no prepending slash}}"
}
},{
"@type": "ListItem",
"position": 2,
"item": {
"@id": "http://{{Page Hostname}}{{Page Path}}",
"name": "{{js_document.title}}"
}
}]
}
</script>
Page specific

46. NewsArticle
<!--http://developers.google.com/search/docs/data-types/articles -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "http://{{Page Hostname}}/article1"
},
"headline": "Article headline",
"description": "A most wonderful article",
"image": {
"@type": "ImageObject",
"url": "http://{{Page Hostname}}/thumbnail_1.jpg",
"height": 800,
"width": 800
},
"datePublished": "2016-01-01T00:00:00+08:00",
"dateModified": "2016-01-01T13:00:00+08:00",
"author": {
"@type": "Person",
"name": "John Doe",
"sameAs": "https://plus.google.com/106113236172152128711"
},
"publisher": {
"@type": "Organization",
"name": "Google",
"logo": {
"@type": "ImageObject",
"url": "https://www.newscorp.com/logo.jpg",
"width": 600,
Page specific

47. Products
<!-- https://developers.google.com/search/docs/data-types/products -->
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Product",
"name": "Executive Anvil",
"image": "http://www.example.com/anvil_executive.jpg",
"description": "Sleeker than ACME's Classic Anvil, the Executive Anvil
is perfect for the business traveler looking for something to drop from a
height.",
"mpn": "925872",
"brand": {
"@type": "Thing",
"name": "ACME"
},
"offers": {
"@type": "Offer",
"priceCurrency": "USD",
"price": "119.99",
"priceValidUntil": "2099-01-01",
"itemCondition": "UsedCondition", // schema.org/UsedCondition
"availability": "InStock", // schema.org/InStock
"seller": {
"@type": "Organization",
"name": "Executive Objects"
}
}
}
</script>
Page specific

48. Products Reviews
<!-- https://developers.google.com/search/docs/data-types/reviews -->
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Product",
"name": "Executive Anvil",
//...//
"aggregateRating": {
"@type": "AggregateRating",
"worstRating": 1,
"bestRating": 5,
"ratingValue": 4.4,
"reviewCount": 1
},
"review": {
"@type": "Review",
"reviewRating": {
"@type": "Rating",
"worstRating": 1,
"bestRating": 5,
"ratingValue": 4.4
},
"name": "A masterpiece of an Executive Anvil",
"datePublished": "2016-01-01",
"reviewBody": "I really like this product. It captures the essential
challenge business traveler looking for something to drop from a height`s",
"author": {
"@type": "Person",
"name": "John Doe",
"sameAs":
"https://plus.google.com/106113236172152128711"
Page specific

49. Review by Expert Author (GoogleNet whitelist)
<!-- https://developers.google.com/structured-data/critic-reviews -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Review",
"author": {
"@type": "Person",
"name": "Lisa Kennedy",
"sameAs": "https://plus.google.com/114108465800532712602"
},
"datePublished": "2014-03-13T20:00",
"description": "Nerve-racking, sentimental and thrilling.",
"itemReviewed": {
"@type": "Movie",
"name": "Gravity",
"sameAs": "http://www.imdb.com/title/tt1454468/",
"datePublished": "2013-10-04T00:00",
"director": {
"@type": "Person",
"name": "Alfonso Cuarón",
"sameAs": "http://en.wikipedia.org/wiki/Alfonso_Cuar%C3%B3n"
},
"actor": [{
"@type": "Person",
"name": "Sandra Bullock",
"sameAs": "http://en.wikipedia.org/wiki/Sandra_Bullock"
},{
"@type": "Person",
"name": "George Clooney",
"sameAs": "http://en.wikipedia.org/wiki/George_Clooney"
}
Page specific

50. LocalBusiness - Restaurant
<!-- https://developers.google.com/search/docs/data-types/local-businesses -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Restaurant",
"name": "Dave's Steak House",
"image": "http://www.example.com/image.jpg",
"url": "http://www.example.com/restaurant-locations/manhattan",
"menu": "http://www.example.com/menu",
"acceptsReservations": "True",
"telephone": "+12122459600",
"address": {
"@type": "PostalAddress",
"streetAddress": "148 W 51st St",
"addressLocality": "New York",
"addressRegion": "NY",
"postalCode": "10019",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "40.761293",
"longitude": "-73.982294"
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday"
],
Page specific

51. LocalBusiness - HealthClub - ReserveAction
<!--
https://developers.google.com/search/docs/data-types/local-businesses
-->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "HealthClub",
"name": "Dave's House of Yoga",
"image": "http://daveshouseofyoga.example.com/yoga.jpg",
"url": "http://daveshouseofyoga.example.com/",
"telephone": "+14085551135",
"potentialAction": {
"@type": "ReserveAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://www.example.com/reserve?merchantId=20373",
"inLanguage": "en-US",
"actionPlatform": [
"http://schema.org/DesktopWebPlatform"
//, "http://schema.org/IOSPlatform"
//, "http://schema.org/AndroidPlatform"
]
},
"result": {
"@type": "Reservation",
"name": "Book a class"
}
},
"address": {
"@type": "PostalAddress",
"streetAddress": "3986 Rivermark Pkwy",
Page specific

52. MusicEvent - location
<!– https://developers.google.com/search/docs/guides/mark-up-listings#mark_up_event_listings -->
<script type="application/ld+json">{
"@context": "http://schema.org",
"@type": "MusicEvent",
"name": "The Wurzels",
"image": "https://cdn2.gigantic.com/static/images/campaign/240x240/the-wurzels5545.jpg",
"url": "https://www.gigantic.com/the-wurzels-electric-palace-2016-09-17-19-30",
"startDate": "2016-09-17T19:30:00+01:00",
"doorTime": "19:30",
"typicalAgeRange": "Under 14's must be accompanied by an adult.",
"location": {
"@type": "Place",
"name": "Electric Palace",
"address": {
"@type": "PostalAddress",
"streetAddress": "35 South Street",
"addressLocality": "Bridport",
"postalCode": "DT63NY",
"addressCountry": "GB"
}
},
"offers": [{
"@type": "Offer",
"name": "Standing",
"category": "primary",
"price": "15.95",
"priceCurrency": "GBP",
"url": "https://www.gigantic.com/the-wurzels-electric-palace-2016-09-17-19-30",
"availability": "InStock"
}],
"performer": [{
Future Action:
Buy
The Wurzels
Sat, 17th Sept
gigantic.com
thewurzels.com
Electric Palace
35 South Street,
Bridport, DT63NY
Other supported event types include…
1. MusicEvent
2. TheaterEvent
3. SportsEvent
4. ComedyEvent
5. Festival
6. FoodEvent
Page specific

53. TheaterEvent - location
<!-- https://developers.google.com/search/docs/data-types/events#venue-markup -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "TheaterEvent",
"name": "Julius Caesar at Shakespeare's Globe",
"location": {
"@type": "PerformingArtsTheater",
"name": "Shakespeare's Globe",
"sameAs": "http://www.shakespearesglobe.com/",
"address": "London, UK"
},
"offers": [{
"@type": "Offer",
"name": "Standing (Yard)",
"url": "https://tickets.shakespearesglobe.com/performances.asp?PerIndex=287339",
"category": "primary",
"priceCurrency": "GBP",
"price": "7.50",
"availability": "http://schema.org/InStock"
},{
"@type": "AggregateOffer",
"name": "Lower Gallery",
"url": "https://tickets.shakespearesglobe.com/performances.asp?PerIndex=287339",
"category": "primary",
"priceCurrency": "GBP",
"lowPrice": "17.50",
"highPrice": "44.50",
"availability": "http://schema.org/LimitedAvailability"
}
],
Future Action:
Buy
Page specific

54. MusicGroup - ListenAction
<!-- https://developers.google.com/structured-data/actions/play-music -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "MusicGroup",
"url": [
"http://www.iheart.com/artist/Katy-Perry-35141/"
// Google validator does not like android-app URL - even though its in their example!
//, "android-app://com.clearchannel.iheartradio.controller/ihr/listen/custom_radio/artist/35141"
],
"name": "Katy Perry",
"sameAs": "http://www.katyperry.com",
"logo": "http://{{Page Hostname}}/images/logo.png", // PP missing in Google help pages
"description": "Katy Perry is a pop music artist.",
"potentialAction": {
"@type": "ListenAction",
"target": [
"http://www.iheart.com/artist/Katy-Perry-35141/?autoplay=true&ext=1&playedFrom=197"
// Google validator does not like android-app URL - even though its in their example!
//, "android-
app://com.clearchannel.iheartradio.controller/ihr/listen/custom_radio/artist/35141?ext=1&played_from=197"
],
// Offer added as validator said this was a recommended field
"expectsAcceptanceOf": {
"@type": "Offer",
"eligibleRegion": {
"@type": "Country",
"name": "US"
}
}
}
Page specific

55. TVEpisode - Play/WatchAction
<!-- https://developers.google.com/structured-data/actions/watch-movies -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@id": "2356865",
"@type": "TVEpisode",
"name": "The Occupation Recalibration",
"episodeNumber": 13,
"partOfSeason": {
"@type": "TVSeason",
"seasonNumber": 7
},
"partOfSeries": {
"@type": "TVSeries",
"name": "The Big Bang Theory",
"sameAs": "http://www.imdb.com/title/tt0898266/",
"url": "http://www.cbs.com/shows/big_bang_theory/",
"description": "The Big Bang Theory is an American sitcom."
},
"releasedEvent": {
"@type": "PublicationEvent",
"startDate": "2015-01-09",
"location": {
"@type": "Country",
"name": "US"
}
},
"potentialAction": [{
"@type": "WatchAction",
"target": {
Page specific

56. NewsArticle
(AMP requirement)
<script type="application/ld+json">
/* http://developers.google.com/search/docs/data-types/articles */
{
"@context": "http://schema.org",
"@type": "BlogPosting",
"mainEntityOfPage": "https://www.bookinglive.com/blog/online-booking-systems-for-the-public-sector/",
"publisher": {
"@type": "Organization",
"name": "BookingLive Blog",
"logo": {
"@type": "ImageObject",
"url": "https://www.bookinglive.com/blog/wp-
content/themes/bookingliveblog/themes/bookinglive/images/logo.png",
"height": 60,
"width": 600
}
},
"headline": "Online Booking Systems For The Public Sector",
"datePublished": "2016-08-08T14:59:58+00:00",
"dateModified": "",
"author": {
"@type": "Person",
"name": "Booking Live"
},
"description": "",
"image": {
"@type": "ImageObject",
"url": "https://www.bookinglive.com/blog/wp-content/themes/bookingliveblog/themes/bookinglive/images/logo.png",
"height": 800,
"width": 800
}
}
</script>
Page specific

57. “Kill” action
<script type="application/ld+json">
{
"@context": "http://schema.org",
"potentialAction":
[{
"@type": "MuteAction",
"target": "https://en.wikipedia.org/wiki/Jar_Jar_Binks",
"method": "Slap in face"
},{
"@type": "KillAction",
"target ": "https://en.wikipedia.org/wiki/Jar_Jar_Binks",
"method": "Terminate"
}]
}
</script>
Future Action:
Kill
Future Action:
Slap in face
Page specific

59. JSON ld cheatsheet
bit.ly/winningthewar4

60. Its not just about Websites…

61. Action buttons
also supported in Emails
<script type="application/ld+json">
/*
One Click Action: Confirm Action
https://developers.google.com/gmail/markup/reference/one-click-action#confirm_action
*/
{
"@context": "http://schema.org",
"@type": "EmailMessage",
"description": "Approval request for John's $10.13 expense for office supplies",
"potentialAction": {
"@type": "ConfirmAction",
"name": "Approve Expense",
"handler": {
"@type": "HttpActionHandler",
"url": "https://myexpenses.com/approve?expenseId=abc123"
}
}
}
</script>

62. Here is a live
example from
GitHub emails...
http://semanticweb.com/github-adds-schema-org-actions-email-notifications-via-json-ld_b44450
You have mail
Future Action:
Pull Request

63. Summary

64. Enable JSON-LD via GTM or CMS plugins
Good for... Global JSON-LD
1. Brand Logo
2. Phone Number
3. Social Profiles
4. Site Search
5. OpeningHours
6. Address
Good for... Page Specific JSON-LD
1. News data
2. Product data
3. Review data
4. Breadcrumbs
5. Music & TV Product data
6. Local restaurants

65. Ping GoogleBot after making changes
1. Ensure pages validate:
2. Ping GoogleBot to re-crawl by visiting this URL:
Or use “Fetch, render and index” on homepage & individual pages in GWT.
3. Or Click submit sitemap.xml in GWT

66. Waiting for GoogleBot to index
(or check in SEOmoz)

67. Future actions…
1. Google JSON-LD Validator- try
2. GTM auto config for JSONLD
or WP CMS plugins - install
3. Ping GoogleBot via sitemap.xml - submit

68. Don’t let… Facebook win in 2020

69. Support Google`s JSON-LD… now!

70. Join the Resistance on GooglePlus
bit.ly/join-the-resistance

71. Appendix

72. Free “USB stick" for Best Question!
Questions….
bit.ly/wawquestions

73. FREE seo audit template
bit.ly/techseoaudit

74. Free resource...
For everyone else...
bit.ly/gtmdevguide2
€ FREE
www.amazon.de/Google-Tag-Manager-Developer-Guide-ebook/dp/B00KEC2IOK
Future Action:
Download

75. More links
• https://moz.com/blog/using-google-tag-
manager-to-dynamically-generate-schema-
org-json-ld-tags
• https://moz.com/blog/structured-data-for-
seo-2
• https://moz.com/blog/using-google-tag-
manager-to-dynamically-generate-schema-
org-json-ld-tags

76. JSON-LD Links
Testing Tools
• JSON-LD playground & validation tools:
www.json-ld.org
• Official Google markup-Tester for JSON-LD
www.google.com/webmasters/markup-tester/corporatecontacts (phone
numbers)
www.google.com/webmasters/markup-tester/events (music events)
www.google.com/webmasters/markup-tester/ (email)
JSON-LD blog posts
• www.seoskeptic.com/json-ld-google-knowledge-graph-schema-org-seo/
• moduscreate.com/google-announces-json-ld-compliance-at-google-io/
• semanticweb.com/category/technologies-2/json-ld
• https://schema.org/docs/actions.html (new)

77. Video on JSON LD
Very good intro video to JSON-LinkedData
• http://www.youtube.com/watch?v=vioCbTo3C-4
• http://www.youtube.com/watch?v=XXw8g-FbemI
History behind JSON-LinkedData
• http://manu.sporny.org/2014/json-ld-origins-2/

78. Links
http://www.simoahava.com/analytics/enrich-serp-results-using-gtm/
http://rdf.greggkellogg.net/distiller
https://developers.google.com/structured-data/testing-tool/
http://search4phil.com/_testing_script/____json_ld/json-ld-test.html
http://www.greenlaneseo.com/blog/2015/01/introducing-the-meta-and-rich-snippet-tester/
https://docs.google.com/spreadsheets/d/1sreYyRZ31HJdM1-
WX5wztTIbY28aZjCVmGIWN8WKCEM/edit#gid=674078569
https://developers.google.com/schemas/release-notes
http://www.w3.org/wiki/WebSchemas/ActivityActions
// Script to patch a broken inline JSON-LD values
https://plus.google.com/100057001384327175073/posts/SJjfczNMPhc

79. Free robot tracking via noscipt
+ session recording (like clicktale)
Yandex metric [config file]
bit.ly/yandexmetricagtm
or bit.ly/yandexmetricagtmV1
1. Create Yandex Account
2. Then go to yanex metrica and create a “counter” account
3. Replace 99999 accountID with your accountID in the
variable
Note: Yandex Metrica uses pageviews for crawl discovery

80. I recommend in the <head> with other <meta tags>
but can be placed anywhere.
Position of JSON LD on a page…
JSON-LD data
Note: If deployed via GTM - I recommend deploying on DOM ready.

81. Planning JSON implantation
Global vs Page specific
Global
1. Brand Logo
2. Phone Number
3. Social Profiles
4. Site Search
5. OpeningHours
6. Address
Page Specific
1. News data
2. Product data
3. Review data
4. Breadcrumbs
5. Music & TV Product data
6. Local restaurants
vs

82. Implementation
Method summary
GTM Wordpress
CMS agnostic Yes No
Supports server-side No
(dataLayer exception)
Yes
InTool JS validation Native n/a
Speed Asynchronous JS Server-side cache
Uneffected by CSS or
DOM ID changes
No, will break
(dataLayer exception)
Yes