Get practical advice from SEO experts: Paul Lovell, Always Evolving SEO; Gerry White, SEO Director Rise at Seven and Gemma Elsworth who is currently heading up the Performance Analysis function at DWP Digital. In this short ~20 minute talk they present bite-sized actionable technical SEO tips for your website including how to use Google Tag Manager to good effect when optimising your website's performance. These talks are offered free to the SEO community working from home during the coronavirus pandemic. Watch a recording of the stream to go with these slides here: https://www.youtube.com/watch?v=MxfJ_2jGVgY Visit https://www.authoritas.com for more SEO advice and SEO tools and data to help you drive more organic traffic to your ecommerce stores.

2. Google Tag Manager - What you need to do
● Paul Lovell
● Gerry White
● Gemma Elsworth
AUTHORITAS
● SEO Jo Blogs - Growth Marketer
● Carrie Shepherd - Marketing Executive

3. Paul Lovell, Always Evolving SEO
• 10 years Plus in the Digital
Marketing industry
• Working with Startups and Large
Ecommerce Sites
• Currently obsessed with Schema
• Into All Things Search and
Analytics Related
• Please include a fun fact too

4. Hi my name is Gerry White
● 20 Years in the digital world
● SEO and Analytics Geek
● SEO Director Rise at Seven,
Previous clients include Just Eat, BBC,
Government, ecommerce and everywhere
● Part of a record breaking human pizza in
2017
● Find me @dergal
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5. Gemma Elsworth
● Experienced digital analyst with over 10 years’ in
the industry
● Specialises in driving businesses to build and
develop measurement strategies to understand
and deliver their goals
● Currently heading up the Performance Analysis
function at DWP Digital
● Gemma has experience in a number of verticals
including travel, finance and retail.
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6. Tip 1
Use Google Tag Manager For Analytics
That is what it was built for
Events can be fired and tested in Debug(
Preview) mode and visible in Analytics
Real TIme
Top Tips from Paul Lovell

7. Tip 2
Track zero results pages from internal
search
Place a noindex Tag and fire an event on
those pages
Send yourself an alert Via Analytics
Top Tips from Paul Lovell

8. Tip 3
My Favorite Schema, There is a number of
good Apps/Plugins you can use but you
will have much more control over the
depth of your Structured data when you
can add all the element for a Certain type
of schema.
Top Tips from Paul Lovell

9. ● It’s just JavaScript injection - it isn’t anything smarter… you provide the
‘smarts’
● It is all about race conditions - trying to track things on a website can be
challenging if what you need to track is fired after the
● Security - Example - the Konami code on the Rise at Seven website - this is
tracking all your keystrokes looking for the right sequence.
● Page Speed - how / when you fire tags can impact page speed
Top Tips from Gerry
@dergal

10. ● It’s just JavaScript injection - it isn’t anything smarter… you
provide the ‘smarts’
There are templates, triggers and other cool integrations but
fundamentally it is a stateless tool that listens and then injects
relevant JavaScript.
GTM is the IFTTT for your website
Top Tips from Gerry
@dergal

11. ● It is all about race conditions - trying to track things on a website can be
challenging if what you need to track is fired after the tag is loaded it might (will
probably fail)
This includes DataLayers and DOM elements - you can slow down the firing of
the tag, but that might then drop the accuracy of the tracking
Top Tips from Gerry
@dergal

12. ● Security - Example - the Konami code on the Rise at Seven website - this is
tracking all your keystrokes looking for the right sequence.
Imagine instead of ↑↑↓↓←→←→BA it could be your creditcard information
Top Tips from Gerry
@dergal

13. ● Page Speed - how / when you fire tags can impact page speed
Seriously, if it doesn’t need to be fired early, fire it late, it it doesn’t need to be fired
on all pages, only fire it when needed
GTM can also be used to SPEEED up websites, you can integrate Instant.page with it.
Top Tips from Gerry
@dergal

14. Top tips from Gemma
• Use online resources - someone somewhere has probably
tried to do what you are trying to do
• Test out cool stuff - Debug mode means if it’s terrible it
never needs to go live
• Try to be consistent - one day someone else will need to
understand your work

15. Cool stuff …
You can hack stuff onto your website, from
fixing (and tracking) a 404 page through to
integrating a instagram feed. Even SEO
such as title tag changes or boring stuff like
Cookie Notices. Zurb.com/playground
@dergal

16. Thank you - over to Q and A
● All great tips from our experts
● Paul Lovell - @_PaulLovell
● Gerry White - @_PaulLovell
● Gemma Elsworth - @_PaulLovell

17. “Do links matter - Backlink profiling"
Monday 18th May 2020 @ 4 p.m. SEO Advice, tea and cake with...
● Daria Tokareva
● Enrico Chiodino
● Syphaïwong Bay