If you’re a digital marketer, Google Tag Manager is your secret weapon — you just might not know it yet. Join Mike Arnesen of UpBuild and journey from the foundational foothills of GTM essentials all the way to the highest peaks of tag manager innovation (i.e., hackery). We’ll go over everything from understanding the building blocks of GTM and using things like GTM variables to simplify your life all the way to how to push out dynamic structured data to Googlebot and even make indexable changes to your site’s content without ever editing source code. Basically, you’re going to learn how to crush it with GTM like it’s your job.
Jenny Halasz, Founder of JLH Marketing, Inc. | @jennyhalasz
Are we entering the Age of Mobile, or are we already there? Either way, you need to be looking at mobile analytics, including acquisition, demographic, and speed data. Join this session to learn why it’s so important to track mobile analytics, how easy it really is, and how to get started. You’ll get a custom dashboard template suitable for any Google Analytics account and learn how to use it to start making mobile-based decisions about your business.
What a wonderful day to celebrate the eternal sunshine of the spotless SEO mind! If you weren’t at the conference today or missed something, it’s alright, we’ve got your back - here are the key takeaways from the BrightonSEO September 2017 main stage. Check them out!
Be honest, you want it too – more clients, more success, more money. But how can you achieve that? I tell you how, by increasing your organic search traffic by up to 500%. I will let you in on a SEO secret to increase your traffic 5x. Don’t you want that for your company as well?
Increase your level cap with the SEO performance expansion packWesley Maynard MCIM
This talk was about how bringing design, UX, technical performance, CRO, data dashboards and editorial skills into your daily workflow will make you a better SEOer.
As a by-product, you’ll become indispensable to your clients/bosses.
This talk was presented at Brighton SEO in September 2019.
Kostas Voudouris - BrightonSEO - Perfromance-based optimisation using Google ...kvonweb
:Learn how to use Google’s Search Console API to get all of the data you can’t access through Google’s interface. Then the session will then be followed by practical steps on how to visualise the data, and insightful reports that will help you improve your content and organic performance. All you need to know to unleash the true power of Google’s Search Console will be covered, and you don’t have to be a programmer to follow or action any of the things I have learned in the last 3 years dealing with this amazing API.
You've seen enough talks to know the importance of internal links. But what next? How exactly do you go about improving your internal linking. This presentation looks at the issues, the opportunities and the actionable steps to take.
Jenny Halasz, Founder of JLH Marketing, Inc. | @jennyhalasz
Are we entering the Age of Mobile, or are we already there? Either way, you need to be looking at mobile analytics, including acquisition, demographic, and speed data. Join this session to learn why it’s so important to track mobile analytics, how easy it really is, and how to get started. You’ll get a custom dashboard template suitable for any Google Analytics account and learn how to use it to start making mobile-based decisions about your business.
What a wonderful day to celebrate the eternal sunshine of the spotless SEO mind! If you weren’t at the conference today or missed something, it’s alright, we’ve got your back - here are the key takeaways from the BrightonSEO September 2017 main stage. Check them out!
Be honest, you want it too – more clients, more success, more money. But how can you achieve that? I tell you how, by increasing your organic search traffic by up to 500%. I will let you in on a SEO secret to increase your traffic 5x. Don’t you want that for your company as well?
Increase your level cap with the SEO performance expansion packWesley Maynard MCIM
This talk was about how bringing design, UX, technical performance, CRO, data dashboards and editorial skills into your daily workflow will make you a better SEOer.
As a by-product, you’ll become indispensable to your clients/bosses.
This talk was presented at Brighton SEO in September 2019.
Kostas Voudouris - BrightonSEO - Perfromance-based optimisation using Google ...kvonweb
:Learn how to use Google’s Search Console API to get all of the data you can’t access through Google’s interface. Then the session will then be followed by practical steps on how to visualise the data, and insightful reports that will help you improve your content and organic performance. All you need to know to unleash the true power of Google’s Search Console will be covered, and you don’t have to be a programmer to follow or action any of the things I have learned in the last 3 years dealing with this amazing API.
You've seen enough talks to know the importance of internal links. But what next? How exactly do you go about improving your internal linking. This presentation looks at the issues, the opportunities and the actionable steps to take.
The Quickest Win in SEO – How to do Internal Linking the Right WayMartin Hayman
This was a talk from BrightonSEO September 2021 and covers not only the importance of internal linking but also how to do it. It also covers a number of examples and additional tips.
Driving *Meaningful* Clicks with Enriched SERPs - BrightonSEO 2019Izzi Smith
With Google's content-heavy SERP features aiming to satisfy searcher needs directly on the results, how do you adapt your SEO strategies to deal with that in order to not lose crucial organic traffic?
My new BrightonSEO talk covers different searcher intents, the SERP features most likely to be displayed, which intents to avoid, how to enrich your organic presence to drive only the right kind of traffic that will benefit your on-site engagement, and why it's so important to use these features to your advantage.
David Lockie 'Using Open Source to Speed Up your Roadmap' BrightonSEO 2017Angry Creative (UK)
How to eliminate the risk of investing in technology. Using open source software with public roadmaps, running lean, fast, agile programmes. Demonstrating successful examples of using personalised experiences across multiple channels with open source at the centre of the architecture.
How to Improve Your Website's Indexation - Sean Butcher Brighton SEO Present...Sean Butcher
This presentation, delivered at Brighton SEO in September 2018, looks at issues with website indexing and how to increase your chances of indexing on Google and other search engines from a volume, speed and content importance perspective through providing clear, consistent and aligned signals.
SEO Tests on Big Sites & Small - What Etsy, Pinterest and Others Can Teach UsTom Anthony
There is an increasing necessity to properly test SEO changes. Here Tom outlines how Google's use of user signals and the increasing complexity of their algorithm make a purely 'best practice' approach no longer viable.
Essential Search Marketing Tweaks For Google Analytics And Google Tag ManagerSimo Ahava
Slides from my SMX Munich 2018 talk.
How to measure engagement with the web analytics tools at our disposal?
How to turn reports more meaningful for our particular organizational idiosyncracies and goals?
How to become more critical about the data that is spoon-fed to us by the default installations of our favorite tools?
Matching Keywords to Pages - Information ArchitectureDominic Woodman
This presentation splits information architecture into two important questions. It then focuses on the question "How do you map intents to templates and pages" and provides a framework and Google Sheet for converting your keywords, into pages.
This is the associated Google sheet. http://bit.ly/page-to-keyword
Cut the Crap: Next Level Content Audits with Crawlers - Sam Marsden, SEO & Co...DeepCrawl
Sites with any level of content production quickly build up pages that are outdated and left unmanaged, crawl budget can be wasted on low quality pages, penalties may be incurred and organic search visibility can be lost for the pages that matter most on a site.
Sam will be sharing a new framework for conducting regular content audits that make use of many data sources but that are time efficient to implement and put you in the best position to make decisions on how to deal with the content on the sites you manage.
Sam will examine the different data sources that you can bring together from commonly used tools and how to anchor this with crawl data in unique and original ways to assess onsite engagement and performance in search.
Efficient AF: Automating SEO Reporting With Google Data Studio - Sam Marsden,...DeepCrawl
How much time do you waste pulling reports and stats from individual tools and platforms? If the answer is too much then you need to get automating your SEO reporting to get yourself out of manual and inefficient workflows that waste your precious time. Everybody’s heard of Google Data Studio now, but are you using to join up and automate reporting as much as you could? Sam will show you how so you can set up Google Data Studio dashboards so you can become a more efficient marketer.
[TurnDigi 2020] Getting Tech SEO ImplementedAreej AbuAli
In this talk, Areej will share tips for communicating technical issues and getting them implemented. She will walk the audience through her prioritisation model and how to measure both SEO impact and technical effort for each recommendation.
AMP for Publishers: Deleting AMP on News SEO | NESS 2021Daniel Smullen
Mediahuis Ireland decommissioned AMP. This presentation goes into detail on what the impact was on SEO metrics such as page experience and search traffic. TLDR deleting AMP had no impact on SEO.
How to Survive & Thrive after Mobile First Indexing - Rachel Costello, Techni...DeepCrawl
Google is rolling out mobile-first indexing, and websites are going to be affected. However, there’s no need to panic. In this talk Rachel explains exactly how mobile-first indexing will actually impact work, and what SEOs can do to not only help their websites survive the new indexing system, but thrive. We’ll cover areas for potential site performance decreases to watch out for, the key checks you need to run on your site, and more.
Missed BrightonSEO or want to catch up and look through all the awesome stuff that you've learned today? We've got exactly what you need - here are the main highlights of today's conference!
When it comes to the search landscape, understanding your competition is imperative. For SEMNE's December 2014 event, Casie Gillette looks at how marketers can evaluate and stalk their competition. Gain the upper hand in search results with these tips.
The Quickest Win in SEO – How to do Internal Linking the Right WayMartin Hayman
This was a talk from BrightonSEO September 2021 and covers not only the importance of internal linking but also how to do it. It also covers a number of examples and additional tips.
Driving *Meaningful* Clicks with Enriched SERPs - BrightonSEO 2019Izzi Smith
With Google's content-heavy SERP features aiming to satisfy searcher needs directly on the results, how do you adapt your SEO strategies to deal with that in order to not lose crucial organic traffic?
My new BrightonSEO talk covers different searcher intents, the SERP features most likely to be displayed, which intents to avoid, how to enrich your organic presence to drive only the right kind of traffic that will benefit your on-site engagement, and why it's so important to use these features to your advantage.
David Lockie 'Using Open Source to Speed Up your Roadmap' BrightonSEO 2017Angry Creative (UK)
How to eliminate the risk of investing in technology. Using open source software with public roadmaps, running lean, fast, agile programmes. Demonstrating successful examples of using personalised experiences across multiple channels with open source at the centre of the architecture.
How to Improve Your Website's Indexation - Sean Butcher Brighton SEO Present...Sean Butcher
This presentation, delivered at Brighton SEO in September 2018, looks at issues with website indexing and how to increase your chances of indexing on Google and other search engines from a volume, speed and content importance perspective through providing clear, consistent and aligned signals.
SEO Tests on Big Sites & Small - What Etsy, Pinterest and Others Can Teach UsTom Anthony
There is an increasing necessity to properly test SEO changes. Here Tom outlines how Google's use of user signals and the increasing complexity of their algorithm make a purely 'best practice' approach no longer viable.
Essential Search Marketing Tweaks For Google Analytics And Google Tag ManagerSimo Ahava
Slides from my SMX Munich 2018 talk.
How to measure engagement with the web analytics tools at our disposal?
How to turn reports more meaningful for our particular organizational idiosyncracies and goals?
How to become more critical about the data that is spoon-fed to us by the default installations of our favorite tools?
Matching Keywords to Pages - Information ArchitectureDominic Woodman
This presentation splits information architecture into two important questions. It then focuses on the question "How do you map intents to templates and pages" and provides a framework and Google Sheet for converting your keywords, into pages.
This is the associated Google sheet. http://bit.ly/page-to-keyword
Cut the Crap: Next Level Content Audits with Crawlers - Sam Marsden, SEO & Co...DeepCrawl
Sites with any level of content production quickly build up pages that are outdated and left unmanaged, crawl budget can be wasted on low quality pages, penalties may be incurred and organic search visibility can be lost for the pages that matter most on a site.
Sam will be sharing a new framework for conducting regular content audits that make use of many data sources but that are time efficient to implement and put you in the best position to make decisions on how to deal with the content on the sites you manage.
Sam will examine the different data sources that you can bring together from commonly used tools and how to anchor this with crawl data in unique and original ways to assess onsite engagement and performance in search.
Efficient AF: Automating SEO Reporting With Google Data Studio - Sam Marsden,...DeepCrawl
How much time do you waste pulling reports and stats from individual tools and platforms? If the answer is too much then you need to get automating your SEO reporting to get yourself out of manual and inefficient workflows that waste your precious time. Everybody’s heard of Google Data Studio now, but are you using to join up and automate reporting as much as you could? Sam will show you how so you can set up Google Data Studio dashboards so you can become a more efficient marketer.
[TurnDigi 2020] Getting Tech SEO ImplementedAreej AbuAli
In this talk, Areej will share tips for communicating technical issues and getting them implemented. She will walk the audience through her prioritisation model and how to measure both SEO impact and technical effort for each recommendation.
AMP for Publishers: Deleting AMP on News SEO | NESS 2021Daniel Smullen
Mediahuis Ireland decommissioned AMP. This presentation goes into detail on what the impact was on SEO metrics such as page experience and search traffic. TLDR deleting AMP had no impact on SEO.
How to Survive & Thrive after Mobile First Indexing - Rachel Costello, Techni...DeepCrawl
Google is rolling out mobile-first indexing, and websites are going to be affected. However, there’s no need to panic. In this talk Rachel explains exactly how mobile-first indexing will actually impact work, and what SEOs can do to not only help their websites survive the new indexing system, but thrive. We’ll cover areas for potential site performance decreases to watch out for, the key checks you need to run on your site, and more.
Missed BrightonSEO or want to catch up and look through all the awesome stuff that you've learned today? We've got exactly what you need - here are the main highlights of today's conference!
When it comes to the search landscape, understanding your competition is imperative. For SEMNE's December 2014 event, Casie Gillette looks at how marketers can evaluate and stalk their competition. Gain the upper hand in search results with these tips.
Level Up Your Analytics at SearchLove London 2017Mike Arnesen
Behold! The slide deck from my GTM talk at SearchLove London 2017.
Quick description: Let's face it - being able to track and analyze your top pages, bounce rates, form submissions, and the like is pretty low-level stuff. It's almost 2018, so it's time to increase your Google Tag Manager proficiency to get the most of your Analytics configuration. In this session, Mike will geek out on GTM, show you how to track progress through forms and pinpoint friction points, explain how to set up user interactions to fire virtual page views for more granular intelligence, fix cross and subdomain tracking issues, and more.
We've known that site speed is important for quite some time now, but what if it's a challenge you're still struggling with? It's bad enough that the majority of users say they'll abandon a site if it takes longer than 3 seconds to load, but poor site speed can have an adverse effect on our SEO as well.
Accelerated Mobile Pages (AMP) to the rescue! At the end of last year, voices at Google said that 2016 was going to be all about AMP and true to their word Google just announced that "later this year, all types of sites that create AMP pages will have expanded exposure across the entire Google Mobile Search results page".
So we know that this AMP thing is important, but how do we get started with it? What actually makes an AMP implementation different from having a great mobile experience on your standard site? What issues do folks need to look out for?
I this talk I gave for Portland's SEMpdx, I gave a detailed overview of AMP, dug into its importance to web marketing and SEO, and provided resources for people to get started with.
SEO & UX: Finding the Balance - Rob OusbeyRob Ousbey
In this session, Rob will help to reconcile the sometime conflicting advice about UX and SEO. He'll cover the UX factors that can help boost your SEO performance, and bring words of warning about the UX best practices that might be damaging your rankings.
This was presented at the Ingeniux User Conference 2017.
SearchLove San Diego 2017 | Emily Grossman | The New MobileDistilled
How has mobile marketing changed in the past year and how should your business react to best prepare for 2017 and beyond? Emily will discuss the what future holds for mobile optimization and how to rise above the rest of the pack in a mobile-first world.
How to leverage indexation tracking to monitor issues and improve performanceSimon Lesser
Understanding and diagnosing indexation issues is vital to SEO success, but until very recently, getting good data was nearly impossible. Google’s newly-introduced URL Inspection API opens a new world of possibilities for tracking indexation. In this talk, Simon explores how to leverage this data to monitor status, spot changes, and catch issues in realtime — no coding required!
PPC Best Practices: Getting to Your Bottom 10% By Jim Banks #SEJSummitSearch Engine Journal
Event: SEJ Summit London Hosted By Searchmetrics
Most companies' lead funnels are too wide at the top and too narrow at the bottom. Jim walks us through his strategies to identify your best 10% of what's working and maximize the best results from paid search.
What makes a great engineer [Given at MusesCodeJs in Sydney 07.03.2020]Mikhail Asavkin
Everything around us these days depends on technology. Teams of engineers create this technology. Our life depends on great engineers doing their best. On a quest to find and mentor the next generation of great engineers, I sought to identify the traits that make a great engineer. These slides are from the first talk about the subject on which I've been working on for 1.5 years. Here I present the first three of the seven qualities that (according to my research, survey and my very biased opinion) make a great engineer.
In this session, Milestone discussed what to look for when evaluating your digital presence and why these factors are important. Empowered with this knowledge you will be able to structure your hotel’s internet marketing budget and plan for the New Year. Our panel of experts covered:
- The important factors to consider when evaluating your digital presence.
- Looking at industry benchmarks, including organic, local, paid, and social.
- Where should hotels be spending their Internet marketing dollars
- Tips and tricks for boosting effectiveness of your marketing spend – some quick/easy-to-implement ideas for little wins.
Strategies & Tactics For Overcoming Enterprise SEO ChallengesSam Marsden
You might have a standard set of processes and fixes when dealing with normal-sized sites, but how does that change when you start working with large enterprise sites? How do you adapt SEO processes to work effectively for clients with these needs? In this session, Sam will provide efficient and effective strategies on how to tackle complex SEO challenges for Enterprise level sites.
Leveraging the powers of Structured Data ✨Izzi Smith
There are many great resources out there on how to create Structured Data markup for your websites, and why this is beneficial for triggering Rich Results in Search. But I understand that getting Structured Data best implemented across your site requires buy-in from stakeholders and developer resources. In my new SMX Munich talk, I give advice on how you can implement an effective process that will ensure reliable testing and implementation of Schema mark-up and how this can benefit your website's goals.
The SEO Justice League: 5 Pillars Worthy of a Great SEO StrategyGrant Simmons
Webinar I did for the fine folks over at Vertical Measures explaining the ideal components of an SEO strategy through the lens of some of The Justice League members. Batman, The Flash, Aquaman, Cyborg & Wonder Woman. Fun, entertaining & educational. Loved pulling this together!
The Day After Tomorrow: When Ad Blockers Stop All Analytics PlatformsSamuel Scott
Samuel Scott's October 2017 presentation at Distilled's SearchLove London conference. He discusses online ads, ad blocking, GDPR, and the future of Big Data.
What the Doctor Ordered: Your Yearly Google Algorithm Update Checkup (2016 Ed...Search Engine Journal
What in the heck is going on with Penguin, Panda, and Google’s Quality Updates (aka Phantom)? How are they impacting your SEO efforts now? Glenn will cover everything you need to know about Google’s major algorithm updates in 2016. Learn what each algorithm update is targeting, so you can avoid negative impact and increase rankings and traffic.
Estrategias de captación y herramientas esenciales del SEO WorkFlowIñaki Tovar
Presentación realizada para el evento Digital Agency Day http://www.digitalagencyday.es organizado por SEMRUSH, UNBOUNCE y HUBSPOT.
Un repaso a las claves de nuestras estrategias de Inbound Marketing y a las herramientas de cabecera SAAS que implementamos en nuestro flujo de trabajo SEO tanto interno como con nuestros clientes
Structured Data Implementation, MREIDs, and More at SMX Advanced 2018Mike Arnesen
Check out my slides from SMX Advanced 2018 for a deep dive into the various methods of implementation for structured data, taking SEO into the future with Machine-Readable Entity IDs (MREIDs), and more!
29 Advanced Google Tag Manager Tips Every Marketer Should KnowMike Arnesen
Google Tag Manager is an incredibly powerful tool and one you're likely not using to its full potential. In my talk from MozCon 2016, I delivered 29 rapid-fire tips intended to empower marketers to overcome the insurmountable odds and circumnavigate road blocks using this incredibly powerful marketing tool.
Learn about semantic search and, most importantly, how to facilitate it! My talk at SearchFest will dive deep into the implementation angle so that marketers and developers can not only learn about why structured data is important, but how to implement it on their sites using microdata and/or JSON-LD.
Punk Rock SEO from State of Search 2015Mike Arnesen
Check out my presentation from State of Seach 2015 in Dallas, Texas on "Punk Rock SEO". Want to reach a more in-depth blog post after you click through the slides? Check out the blog post version of this presentation here: http://www.upbuild.io/blog/punk-rock-seo/
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!
Open Graph: The Key to Making Your Content Look GreatMike Arnesen
Here is my presentation from SMX Social Media Marketing (2014). With Facebook’s Open Graph, sites and apps share information about users so that offers, features and services can be tailored to each individual’s interests – even if that person never visited the site before. You’ll leave this session knowing how to use Open Graph to improve and optimize your content for better sharing.
Implement and TRACK Structured Data - SMX East 2014Mike Arnesen
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.
Why Structured Data & Semantic SEO Are Important - SMX East 2013Mike Arnesen
Behold! My slide deck from "Why Structured Data & Semantic SEO Are Important" at SMX East 2013 in New York.
I'm a huge geek for structured data and semantic markup. I’ve literally woken up in the middle of the night in a sweat with an idea of how I could apply semantic markup to a piece of rich content. I ended up sitting in the kitchen for the next few hours exploring schema.org and running things through Google’s structured data testing tool. So, I guess it goes without saying that I’m really stoked to be talking about this stuff.
MozCon 2013: How To Be A One-Person Link Building ArmyMike Arnesen
Link building is hard work, especially on limited resources. Mike will go over how to use tools, automation, and relationships to build links with minimal resources.
SwellPath Presents: Responsive Design, Mobile SEO, and the Future of Search M...Mike Arnesen
The modern web is multi-platform. Brands interested in providing site experiences that delight customers need to have sites that display flawlessly and are highly useful on desktops, phones, and tablets; experienced digital marketers know this, savvy users know this, and the web's leading search engines know this. As we blaze through 2013, your mobile experience plays more and more into how your website performs in mobile search. Don't be left behind and relegated to the bottom of the search results for your valuable keywords. Make sure that search engines rank your site where it belongs so your mobile audience can find you at the important stages of their journeys. In the first ever SwellPath Presents, our Senior SEO Analyst, Mike Arnesen, will teach why mobile SEO is more important than ever, dive into the different takes on mobile SEO, and outline how you can build a mobile experience that is nothing less than SEO perfection.
Advanced AuthorRank: 25 Tactics, from the individual to the enterprise levelMike Arnesen
Behold, my deck from my 4/16 Mozinar for SEOmoz!
Very soon, Google AuthorRank will no longer be the "next big thing in search," but the "current big thing" in search. Mike Arnesen will go over specific tactics that you can use to boost your AuthorRank as an individual agent, help enterprise-level sites benefit from AuthorRank, sell the idea into your clients and/or bosses, and creative use-cases from the trenches at SwellPath. This advanced foray into AuthorRank building assumes familiarity with Google Authorship.
From Authorship to Authority: A journey to quality search resultsMike Arnesen
Coming to you, straight from #SMX West 2013, my presentation on Authorship and AuthorRank. "From Authorship to Authority: A journey to quality search results"
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
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Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
9. #MnSummit @mike_arnesen | upbuild.io
THIS IS A CRASH COURSE
IF YOU WANT A BETTER UNDERSTANDING
OF THE FUNDAMENTALS,
YOU'RE IN THE RIGHT PLACE.
10. #MnSummit @mike_arnesen | upbuild.io
THIS IS A CRASH COURSE
IF YOU ALREADY KNOW GTM
AND WANT TO LEARN ADVANCED TACTICS,
YOU'RE ALSO IN THE RIGHT PLACE.
11. #MnSummit @mike_arnesen | upbuild.io
THIS IS A CRASH COURSE
IF YOU'RE HOPING TO
LEARN HOW TO DO THINGS
YOU DIDN'T EVEN KNOW YOU COULD DO,
YOU'RE IN THE RIGHT PLACE!
14. #MnSummit @mike_arnesen | upbuild.io
TAG MANAGER:
A SOLUTION FOR MANAGING WEBSITE TAGS
THROUGH A CENTRAL INTERFACE DECOUPLED
FROM THE SOURCE CODE OF THE WEBSITE.
* TECHNICAL DEFINITION
15. #MnSummit @mike_arnesen | upbuild.io
TAG MANAGER:
A WAY TO ADD CODE TO YOUR THING
WITHOUT CHANGING YOUR THING.
* SIMPLIFIED DEFINITION
25. #MnSummit @mike_arnesen | upbuild.io
– Marketing Manager
“We love that idea,
but realistically it's not going to
happen until next quarter.
We've run out of development
budget."
26. #MnSummit @mike_arnesen | upbuild.io
– Business Owner
“I know you checked last week,
but our outsourced dev thinks the
semantic markup implementation
is right this time. Can you check?"
27. #MnSummit @mike_arnesen | upbuild.io
–Director of Marketing
“Our new homepage went live
this morning and we noticed that
analytics stopped working.
How hard is that to fix?"
28. #MnSummit @mike_arnesen | upbuild.io
– Marketing Strategist
“We need to have this new pop-up
asking for donations on our site by
the end of the week.
I don't think it's going to happen,
but do you have any ideas?"
42. #MnSummit @mike_arnesen | upbuild.io
TRIGGERS
Common Triggers
• All Pages — on Page View
• All Pages — on Window Loaded
• Some Pages — Matching Certain Paths
• Link Clicks — Matching Certain Attributes
• Form Submission — Matching Certain Forms
• Custom Event — DataLayer Events
43. #MnSummit @mike_arnesen | upbuild.io
VARIABLES
ANY DATA SUBJECT TO
CHANGE.
MOST TRIGGERS LEVERAGE
SOME TYPE OF VARIABLE.
44. #MnSummit @mike_arnesen | upbuild.io
VARIABLES
Common Variables
• Page Path, URL , & Hostname — Built-Ins
• Google Analytics Tracking ID — Constant
• Click Classes & Click IDs — Built-In
• Click Element — For CSS Selection
• Form ID — Built-In
• GA Settings — Settings Configuration
45. BY THE
POWER OF JAVASCRIPT
#MnSummit @mike_arnesen | upbuild.io
46. GOOGLE TAG MANAGER
IS AN ABSTRACTION OF JAVASCRIPT
#MnSummit @mike_arnesen | upbuild.io
57. #MnSummit @mike_arnesen | upbuild.io
DATALAYER
MAKE IMPORTANT DATA
AVAILABLE TO YOUR
CLIENT-SIDE APPLICATION
Server
Client
DataLayer
58. #MnSummit @mike_arnesen | upbuild.io
DATALAYER
SLIDE THINGS THROUGH
TO THE OTHER SIDE OF
THE BULLETPROOF GLASS
Server
Client
DataLayer
59. #MnSummit @mike_arnesen | upbuild.io
GET THE
DATA OUT
OF THERE!
BECAUSE BEING
TRAPPED ON
THE WRONG SIDE OF
THE GLASS SUCKS
60. #MnSummit @mike_arnesen | upbuild.io
Client
THE
DATALAYER
IS VERSATILE
IT CAN BE USED TO
PASS DATA FROM THE
SERVER THROUGH
TO THE CLIENT
ServerDataLayer
61. #MnSummit @mike_arnesen | upbuild.io
Client
THE
DATALAYER
IS VERSATILE
OR PUSH CLIENT-SIDE
DATA INTO AN EASY-
TO-ACCESS POCKET
ServerDataLayer
63. #MnSummit @mike_arnesen | upbuild.io
DATALAYER BASICS
<script>
dataLayer = [{
'userType': 'registered',
'lifetimeValue': 108.00,
}];
</script>
Pass through data from
your server
71. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
72. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
73. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
74. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
75. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
76. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
77. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
78. #MnSummit @mike_arnesen | upbuild.io
MY BEST GTM PRO TIPS
1. Track Clicks, the basic way
2. Track Clicks, the UpBuild way
3. Page-Level Custom Dimensions
4. Implement JSON-LD, at scale
5. Analyze Form Abandonment
6. VPVs for Single-Page Experiences
7. Make Website Changes, without
developers
8. Recruiting Technical Talent, bonus!
79. #MnSummit @mike_arnesen | upbuild.io
Goal: Understand which clickable
elements get the most (or least)
use. Optimize accordingly.
TRACK CLICKS
80. #MnSummit @mike_arnesen | upbuild.io
Goal: Understand which clickable
elements get the most (or least)
use. Optimize accordingly.
Approach: Tell GTM to listen for
clicks on the elements we care
about and then send readable
data to Google Analytics.
TRACK CLICKS
81. #MnSummit @mike_arnesen | upbuild.io
TRACK CLICKS
1. Enable built-In Variables
2. Create new GA (Universal) Tag
3. Create new Trigger
4. Preview (Test), Submit, & Publish
82. #MnSummit @mike_arnesen | upbuild.io
TRACK CLICKS
1. Enable built-In Variables
2. Create new GA (Universal) Tag
3. Create new Trigger
4. Preview (Test), Submit, & Publish
83. #MnSummit @mike_arnesen | upbuild.io
TRACK CLICKS
1. Enable built-In Variables
2. Create new GA (Universal) Tag
3. Create new Trigger
4. Preview (Test), Submit, & Publish
84. #MnSummit @mike_arnesen | upbuild.io
TRACK CLICKS
1. Enable built-In Variables
2. Create new GA (Universal) Tag
3. Create new Trigger
4. Preview (Test), Submit, & Publish
nav > ul > li > a
85. #MnSummit @mike_arnesen | upbuild.io
1. Enable built-In Variables
2. Create new GA (Universal) Tag
3. Create new Trigger
4. Preview (Test), Submit, & Publish
TRACK CLICKS
86. #MnSummit @mike_arnesen | upbuild.io
QUICK TESTING FOR SELECTORS
function testSelector (s){
var te = document.querySelectorAll(s),
prettyData = "Includes: ";
for (var i = 0; i < te.length; i++) {
prettyData += te[i].innerHTML
+ " (Link " + (i+1) + ")";
if (i < te.length-1) {
prettyData += ", " }
}
return prettyData;
}
1. Ctrl + Shift + J / Cmd + Option + J in Chrome
2. Copy + Paste
3. type: testSelector('your css');
codepen.io/mike_arnesen/pen/mwMqee/
88. #MnSummit @mike_arnesen | upbuild.io
Goal: Understand which clickable
elements get the most (or least) use.
Optimize accordingly.
TRACK CLICKS
The UpBuild Way!
89. #MnSummit @mike_arnesen | upbuild.io
Goal: Understand which clickable
elements get the most (or least) use.
Optimize accordingly.
Approach: Collect the same data, but…
TRACK CLICKS
The UpBuild Way!
90. #MnSummit @mike_arnesen | upbuild.io
Goal: Understand which clickable
elements get the most (or least) use.
Optimize accordingly.
Approach: Collect the same data, but…
A. in the most efficient way possible
B. with the fewest GTM tags
C. in a way that scales
TRACK CLICKS
The UpBuild Way!
91. #MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!
92. #MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
• use {{dataLayer variables}}
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!
93. #MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!
94. #MnSummit @mike_arnesen | upbuild.io
1. Create 3 New DataLayer Variables
2. Create a Tag to Send All Event Data
3. Create a Trigger for "KPI Event"
4. Establish an HTML Tag to Manage Click
Tracking
TRACK CLICKS
The UpBuild Way!
95. #MnSummit @mike_arnesen | upbuild.io
ADVANCED CLICK TRACKING
<script>
// Primary navigation
jQuery("nav > ul > li >
a").each(function(index) {
jQuery(this).click(function() {
dataLayer.push({
'event': 'KPI Event',
'eventCategory': 'Navigation',
'eventAction': 'Primary Nav Click',
'eventLabel': jQuery("nav > ul > li
> a")[index].text.toLowerCase()
});
});
});
</script>
1. Find a selector for the tracked element
2. Define your data labeling
3. Use jQuery to build dynamic event values
codepen.io/mike_arnesen/pen/OgjOXb
96. #MnSummit @mike_arnesen | upbuild.io
ADVANCED CLICK TRACKING
<script>
// Dropdown nav items
jQuery(".sub-menu > li >
a").each(function(index) {
jQuery(this).click(function() {
dataLayer.push({
'event': 'KPI Event',
'eventCategory': 'Navigation',
'eventAction': 'Dropdown Nav Click',
'eventLabel': jQuery(".sub-menu > li
> a")[index].text.toLowerCase()
});
});
});
</script>
4. Add a new block for each KPI group
5. Put everything within one <script> tag.
codepen.io/mike_arnesen/pen/OgjOXb
97. #MnSummit @mike_arnesen | upbuild.io
Goal: Enable GA segmentation by
page attributes like author,
publication month, word count, etc.
PAGE-LEVEL CUSTOM DIMENSIONS
98. #MnSummit @mike_arnesen | upbuild.io
Goal: Enable GA segmentation by
page attributes like author,
publication month, word count, etc.
Approach: Use GTM variables to
harvest on-page information and
pass in back with our analytics
page view tag.
PAGE-LEVEL CUSTOM DIMENSIONS
99. #MnSummit @mike_arnesen | upbuild.io
1. Create a New Custom Dimension in GA
2. Create a New "DOM Element" Variable,
based on the CSS selector of attribute
3. Update your GA Settings variable to set
the Custom Dimension based on the
Variable from Step 2
PAGE-LEVEL CUSTOM DIMENSIONS
upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
100. #MnSummit @mike_arnesen | upbuild.io
1. Create a New Custom Dimension in GA
2. Create a New "DOM Element" Variable,
based on the CSS selector of attribute
3. Update your GA Settings variable to set
the Custom Dimension based on the
Variable from Step 2
PAGE-LEVEL CUSTOM DIMENSIONS
upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
101. #MnSummit @mike_arnesen | upbuild.io
1. Create a New Custom Dimension in GA
2. Create a New "DOM Element" Variable,
based on the CSS selector of attribute
3. Update your GA Settings variable to set
the Custom Dimension based on the
Variable from Step 2
PAGE-LEVEL CUSTOM DIMENSIONS
upbuild.io/blog/track-post-publish-date-custom-dimension-google-analytics/
102. #MnSummit @mike_arnesen | upbuild.io
Goal: Improve SEO by delivering
structured data to Googlebot in
JSON-LD format
IMPLEMENT JSON-LD
103. #MnSummit @mike_arnesen | upbuild.io
Goal: Improve SEO by delivering
structured data to Googlebot in
JSON-LD format
Approach: Use GTM variables to
harvest on-page information (a lot of
it), assemble everything in a JSON-
LD template, and make available to
Google.
IMPLEMENT JSON-LD
104. #MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
105. #MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
106. #MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
107. #MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
108. #MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
109. #MnSummit @mike_arnesen | upbuild.io
1. Map out all the data points you need
2. Create a new "DOM Element" (or "Custom
JavaScript") variable for each
3. Get a JSON-LD template from schema.org
4. Replace placeholder values with
{{variables}}
5. Place within a <script> that outputs
indexable JSON-LD
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
110. #MnSummit @mike_arnesen | upbuild.io
6. Get rich snippets!
• Take over world.
IMPLEMENT JSON-LD
moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
111. #MnSummit @mike_arnesen | upbuild.io
Goal: Understand when users stop
filling out forms to improve form fill
conversion rate.
FORM ABANDONMENT
112. #MnSummit @mike_arnesen | upbuild.io
Goal: Understand when users stop
filling out forms to improve form fill
conversion rate.
Approach: Use GTM to deliver
JavaScript that will progressively log
interactions and, upon
abandonment, send a record to GA.
FORM ABANDONMENT
113. #MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
FORM ABANDONMENT
114. #MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
FORM ABANDONMENT
115. #MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
FORM ABANDONMENT
116. #MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
4. Use your existing Click Tracking tag
& DataLayer variables
FORM ABANDONMENT
117. #MnSummit @mike_arnesen | upbuild.io
1. Modify the sample script
2. Create a new analytics tag in GTM
3. Create three new DataLayer
variables
4. Use your existing Click Tracking tag
& DataLayer variables
FORM ABANDONMENT
Learn more
JavaScript!
118. #MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
<script>
var formSelector = "#wpcf7-f511-p15-o1 >
form";
var submitSelector = ".wpcf7-submit";
var formInteractions = [];
var attribute = "name";
var pagePath = window.location.pathname;
...
1. Specify your form selector
2. Specify a submit selector
3. Specify the attr you want as a label
codepen.io/mike_arnesen/pen/gRxorv
119. #MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
document.querySelector(formSelector).addEv
entListener("change", function(e) {
var input =
e["target"].getAttribute(attribute);
if (formInteractions[i] !== input) {
formInteractions.push(input);
}
});
... 4. This listens for changes to the form
5. Each change is stored in
"formInteractions"
codepen.io/mike_arnesen/pen/gRxorv
120. #MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
function pushToDataLayer(cause,
formInteractions) {
var prettyPath;
if (formInteractions == "") {
prettyPath = "Nothing set";
} else {
prettyPath = formInteractions.join(" > ");
};
dataLayer.push({
event: "KPI Event",
eventCategory: "Form Abandon Contact Us",
eventAction: prettyPath,
eventLabel: "form abandoned on " + pagePath
+ " triggered by " + cause
});
}
...
6. This lets you push all
interactions to the dataLayer
7. Change "eventCategory" to
suit your needs
codepen.io/mike_arnesen/pen/gRxorv
121. #MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
jQuery(window).on('beforeunload',
function(){
pushToDataLayer("page bounce",
formInteractions);
});
...
8. Before anyone leaves, call pushToDataLayer
function (previous slide)
9. You can provide a custom "cause"
codepen.io/mike_arnesen/pen/gRxorv
122. #MnSummit @mike_arnesen | upbuild.io
FORM ABANDONMENT
...
jQuery("submitSelector").on("click",
function(){
jQuery(window).off('beforeunload');
});
</script>
10. On submission, remove
abandonment monitoring
codepen.io/mike_arnesen/pen/gRxorv
123. #MnSummit @mike_arnesen | upbuild.io
Goal: Define checkpoints in single-page
experiences (e.g., one-page checkout,
configurators, wizards, long forms) to
understand how they perform.
VIRTUAL PAGE VIEWS
124. #MnSummit @mike_arnesen | upbuild.io
Goal: Define checkpoints in single-page
experiences (e.g., one-page checkout,
configurators, wizards, long forms) to
understand how they perform.
Approach: Use GTM to sent page view
info to the dataLayer, fire a dedicated VPV
tag to send info to GA as pageviews, and
set up a traditional GA goal funnel for
analysis.
VIRTUAL PAGE VIEWS
125. #MnSummit @mike_arnesen | upbuild.io
VIRTUAL PAGE VIEWS
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
126. #MnSummit @mike_arnesen | upbuild.io
VIRTUAL PAGE VIEWS
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
127. #MnSummit @mike_arnesen | upbuild.io
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
VIRTUAL PAGE VIEWS
128. #MnSummit @mike_arnesen | upbuild.io
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
VIRTUAL PAGE VIEWS
129. #MnSummit @mike_arnesen | upbuild.io
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer.
VIRTUAL PAGE VIEWS
130. #MnSummit @mike_arnesen | upbuild.io
1. Break the process into defined steps.
Decide on virtual titles & URLs
2. Set up the goal in GA
3. Create 2 new "DataLayer" variables
(pagePath & pageTitle)
4. Build new Config variable for VPVs
5. Set up a VPV Analytics Tag
6. Deploy JS that attaches handlers to the
breakpoints and pushes to the dataLayer
VIRTUAL PAGE VIEWS
131. #MnSummit @mike_arnesen | upbuild.io
VPV TRACKING
<script>
var vpvData = [
{selector: "#serviceneed >
input[type='submit']",
title: "Create a Project Form - Step 1",
path: "/vpv/create-project/step-01/"},
{selector: "#gform_next_button_1_27",
title: "Create a Project Form - Step 2",
path: "/vpv/create-project/step-02/"},
{selector: "#gform_next_button_1_28",
title: "Create a Project Form - Step 3",
path: "/vpv/create-project/step-03/"}
];
...
1. Define three things for each virtual step
• Selector for click activation, Virtual title,
Virtual page path
codepen.io/mike_arnesen/pen/GEvgww
132. #MnSummit @mike_arnesen | upbuild.io
VPV TRACKING
...
function pushToDataLayer(i) {
dataLayer.push({
event: "vpv",
pageTitle: vpvData[i].title,
pagePath: vpvData[i].path
});
}
... 2. Write another pushToDataLayer function
codepen.io/mike_arnesen/pen/GEvgww
133. #MnSummit @mike_arnesen | upbuild.io
VPV TRACKING
...
jQuery(vpvData[0].selector).click(function
(){
pushToDataLayer(0);
});
jQuery(vpvData[1].selector).click(function
(){
pushToDataLayer(1);
});
jQuery(vpvData[2].selector).click(function
(){
pushToDataLayer(2);
})
...
3. Do this for as many steps as you have,
starting at zero.
codepen.io/mike_arnesen/pen/GEvgww
134. #MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
UPDATE YOUR WEBSITE
135. #MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
136. #MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
indexable!*
137. #MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
indexable!*
* usually
138. #MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
indexable!*
* usually ** your mileage may vary
139. #MnSummit @mike_arnesen | upbuild.io
Goal: Make updates to the website
without having to wait for developers
or use budget prematurely.
Approach: Use GTM to deliver a
custom HTML tag containing site-
modifying JavaScript to update the
site as the page loads.
UPDATE YOUR WEBSITE
These changes are
indexable!*
* usually ** your mileage may vary *** a lot.
140. #MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Deliver another <script> via a GTM HTML
tag on applicable pages
UPDATE YOUR WEBSITE
141. #MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Deliver another <script> via a GTM HTML
tag on applicable pages
UPDATE YOUR WEBSITE
#about > .col > .vc_col-sm-6:first
142. #MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Deliver another <script> via a GTM HTML
tag on applicable pages
UPDATE YOUR WEBSITE
143. #MnSummit @mike_arnesen | upbuild.io
1. Write your HTML and CSS
2. Determine where you want it on the page
& find a CSS selector for that spot
3. Remove line breaks from your new code
at http://removelinebreaks.net/
4. Use a <script> to combine your selector
with .append() or .prepend() on
applicable pages
UPDATE YOUR WEBSITE
144. #MnSummit @mike_arnesen | upbuild.io
CHANGE PAGE CONTENT
jQuery(yourSelector).prepend('<h
1 id="awesomeHeading">How do we
not have an H1 yet?</h1>');
Definitely this easy. ;-)
codepen.io/mike_arnesen/pen/GEvyYX
145. #MnSummit @mike_arnesen | upbuild.io
Goal: Bury some treasure for
those who might come looking.
Encourage them to apply within.
GEEKY RECRUITING
146. #MnSummit @mike_arnesen | upbuild.io
Goal: Bury some treasure for
those who might come looking.
Encourage them to apply within.
GEEKY RECRUITING
Approach: Use GTM to print out a
message in the developer console
and link to our jobs page.
147. #MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to these specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
148. #MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to these specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
149. #MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to these specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
150. #MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to Chrome’s specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
151. #MnSummit @mike_arnesen | upbuild.io
1. Come up with your message
2. Format according to Chrome’s specs
3. Test in your own console
4. Deploy as a custom tag through GTM
5. Wait for awesome applicants to come
knocking
GEEKY RECRUITING
152. #MnSummit @mike_arnesen | upbuild.io
PRINT CONSOLE MESSAGES
console.info(
"%cOne of us!! n%cIt looks
like you love poking around in
the console. Us, too!…",
"color: blue; font-size:
25px;text-transform:
uppercase;",
"color: green; font-size:
12px;"
);
codepen.io/mike_arnesen/pen/owepqe
154. #MnSummit @mike_arnesen | upbuild.io
TACKLE ANY GTM CHALLENGE
1. Define the goal first
2. Determine where in GA you want
data to go
3. Establish a data-labeling convention
4. Understand the available
components & functions
5. Test, fail, learn, repeat
6. Learn more JavaScript
155. #MnSummit @mike_arnesen | upbuild.io
TROUBLESHOOT
ANYTHING IN GTM
1. Use preview mode liberally
2. Run your code in the dev tools console
3. Is the tag firing too soon or too late?
4. Read blog posts and comment with questions
5. When all else fails, StackOverflow
156. #MnSummit @mike_arnesen | upbuild.io
QUICK TIPS & TOOLS
1. Cmd + Click to follow links without leaving the
page
2. Use GTM Injector to access preview mode
without having a container live on the site
3. Use GTM Sonar to see how/if clicks & forms
register
4. Scroll Depth Tracking by Parsnip.co
5. YouTube Tracking on Cardinal Path
157. #MnSummit @mike_arnesen | upbuild.io
DIG DEEPER
1. Google Tag Manager Fundamentals
2. Simo Ahava’s Blog
3. UpBuild’s Blog
4. MeasureSchool on YouTube
158. #MnSummit @mike_arnesen | upbuild.io
THANK YOU!
GET THIS DECK: BIT.LY/GTM-CRASH-COURSE
READ OUR BLOG: UPBUILD.IO/BLOG
FOLLOW ME: @MIKE_ARNESEN | MIKEARNESEN.COM