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![Macro
“Semantic Markup Detection”
function () {
var SemElem =
document.querySelectorAll('[itemtype*="Event"]');
SemElem = SemElem.length > 0 ? true : false;
return SemElem;
}
Detects semantic markup in source code
@mike_arnesen #SMX](https://image.slidesharecdn.com/semantic-fest-150226165513-conversion-gate01/75/Next-Generation-Structured-Data-24-2048.jpg)
![Macro
“Semantic Values”
function () {
var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0];
var performer = $('[itemtype*="Event"]
[itemprop*="performer"]') .text();
venue = $(venue).text();
label = performer + " at " + venue + " (Semantic Event)”;
}
Dynamically builds labels for analytics
@mike_arnesen #SMX](https://image.slidesharecdn.com/semantic-fest-150226165513-conversion-gate01/75/Next-Generation-Structured-Data-25-2048.jpg)
Uploaded byMike Arnesen
Next Generation Structured Data
The document discusses the implementation of semantic analytics and structured data in digital marketing, focusing on leveraging tools like Google Tag Manager for better data collection and analysis. It emphasizes the importance of tracking rich snippets in search results and using JSON-LD for structured data without requiring content markup. The conclusion highlights the need to not only implement but also analyze the performance of semantic data to enhance marketing strategies.
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Next Generation Structured Data
- 1.
- 2. Implementing semantic analytics &pushing structured data Mike Arnesen Director of Analytics & Optimization at SwellPath mike.arnesen@swellpath.com @mike_arnesen
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- 4. @mike_arnesen #SMX Rich snippetsthat don’t need microdata!
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- 6. What can wetry? @mike_arnesen #SMX
- 7. How about? 1. Trackwhich pages display rich snippets in the SERPs 2. Look at traffic to organic landing pages 3. Merge and match up the data @mike_arnesen #SMX
- 8. That’s not goodenough! @mike_arnesen #SMX
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- 11. There’s got tobe a better way! @mike_arnesen #SMX
- 12. We can rebuild it We have the technology @mike_arnesen #SMX
- 13.
- 14. A Quick Overview ofTag Management 1. Tags 2. Rules 3. Macros @mike_arnesen #SMX
- 15. Tags The ones youused to hardcode Google Analytics Tracking Code Event Tracking AdWords Conversion Pixels Remarketing Tags Custom HTML/JavaScript @mike_arnesen #SMX
- 16. Rules A rule triggersa tag(s) to fire Google Analytics Tracking Code Event tracking AdWords Conversion Pixels Remarketing Tags Custom HTML/JavaScript Fire when URL = x Fire when Event = x Fire when Class = x Fire when {{macro}} = x @mike_arnesen #SMX
- 17. Macros Variables you canuse in tags and rules Google Analytics Tracking Code Event tracking AdWords Conversion Pixels Remarketing Tags Custom HTML/JavaScript Fire when URL = x Fire when Event = x Fire when Class = x Fire when {{macro}} = x {{tracking IDs}} {{event values}} {{lookup tables}} {{dataLayer variables}} {{custom JavaScript}} @mike_arnesen #SMX
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- 21. moz.com/blog/semantic-analytics Semantic Analytics “Applying theprinciples of the semantic web to your analytics & data collection methodology” @mike_arnesen #SMX Semantic Analytics “Applying the principles of the semantic web to your analytics & data collection methodology”
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- 24. Macro “Semantic Markup Detection” function() { var SemElem = document.querySelectorAll('[itemtype*="Event"]'); SemElem = SemElem.length > 0 ? true : false; return SemElem; } Detects semantic markup in source code @mike_arnesen #SMX
- 25. Macro “Semantic Values” function (){ var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0]; var performer = $('[itemtype*="Event"] [itemprop*="performer"]') .text(); venue = $(venue).text(); label = performer + " at " + venue + " (Semantic Event)”; } Dynamically builds labels for analytics @mike_arnesen #SMX
- 26. Rule “Semantic Markup Exists” {{event}}equals “gtm.dom”; {{semantic markup detection}} equals “true”; Triggers if semantic markup exists @mike_arnesen #SMX
- 27. Tag Attach to “PageView” tag {{event}} equals “gtm.dom”; {{semantic markup detection}} equals “true”; Sends semantic data as a custom variable @mike_arnesen #SMX
- 28. Enjoy! “Page View” or“Semantic Analytics” {{event}} equals “gtm.dom”; {{semantic markup detection}} equals “true”; Apply “Semantic Markup” as a secondary dimension @mike_arnesen #SMX
- 29. A more elegantsolution for a more civilized age. @mike_arnesen #SMX
- 30.
- 31.
- 32.
- 33. JavaScript Object Notationfor Linked Data @mike_arnesen #SMX
- 34. JavaScript Object Notationfor Linked Data JavaScript @mike_arnesen #SMX
- 35. JavaScript Object Notationfor Linked Data JavaScript Structured Data @mike_arnesen #SMX
- 36. JavaScript is atransporter for Structured Data JavaScript Structured Data @mike_arnesen #SMX
- 37. JSON-LD via GTMvia DataLayer @mike_arnesen #SMX
- 38. JSON-LD via GTMvia DataLayer @mike_arnesen #SMX
- 39. JSON-LD via GTMvia DataLayer @mike_arnesen #SMX
- 40. JSON-LD via GTMvia DataLayer @mike_arnesen #SMX
- 41. Semantic Analytics from dataLayer <script>- dataLayer Populate a dataLayer with application layer (database) info @mike_arnesen #SMX
- 42. Semantic Analytics from dataLayer Macro- “dataLayer – {{itemprop}}” Then create dataLayer Variable Macros in GTM @mike_arnesen #SMX
- 43. Semantic Analytics from dataLayer Macro- “Semantic Custom Dimension” Then create JavaScript Macro to build analytics values @mike_arnesen #SMX
- 44. Semantic Analytics from dataLayer Macro- “Semantic Custom Dimension” Then create JavaScript Macro to build analytics values @mike_arnesen #SMX
- 45. Semantic Analytics from dataLayer Tag– Add to “Page View” Use the Macro to set your semantic Custom Dimension @mike_arnesen #SMX
- 46. Here’s where itgets really cool @mike_arnesen #SMX
- 47. JSON-LD from DataLayervia GTM JSON-LD Custom Tag Google Indexable Structured Data dataLayer Variable Macros dataLayer values @mike_arnesen #SMX
- 48. JSON-LD from DataLayervia GTM Create a Custom HTML tag, using Macros as variables @mike_arnesen #SMX
- 49. JSON-LD from DataLayervia GTM Fire the tag on all pages with semantic data @mike_arnesen #SMX
- 50. JSON-LD from DataLayervia GTM It’s always a good idea to validate! developers.google.com/structured-data/testing-tool/ @mike_arnesen #SMX
- 51. Rich Snippets inSearch Without having to markup content!!! @mike_arnesen #SMX
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- 53. Epilogue Don’t just implementstructured data. Track its performance. @mike_arnesen #SMX
- 54. Epilogue Leverage semantic data toenhance your analytics. @mike_arnesen #SMX
- 55. Epilogue Let semantic analytics informyour marketing strategy. @mike_arnesen #SMX
- 56. Epilogue Simplify your rolloutusing JSON-LD powered by a rich dataLayer. @mike_arnesen #SMX
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- 60. Implementing semantic analytics &pushing structured data Thank you! Mike Arnesen Director of Analytics & Optimization at SwellPath google.com/search?mike+arnesen Download: bit.ly/semantic-west