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searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Tag Management. Engage!THE NEXT GENERATION OF STRUCTURED DATA: An Elegant Solution for Tracking & Executing Semantic SEO
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Mike ArnesenDirector of Analytics & Optimization
at SwellPath@mike_arnesen
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Downloadbit.ly/semantic-west
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Rich snippets that
don’t need microdata!
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
No elegant solution
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
How about?
1. Track which pages display rich snippets
in the SERPs
2. Look at traffic to organic landing pages
3. Merge and match up the data
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
That’s not good enough!
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Exhibit A
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Exhibit B
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
There’s got to be
a better way!
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
We can re build it.
We have the technology.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Tag Management. Engage!
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
1. Tags
2. Rules
3. Macros
A Quick Overview
of Tag Management
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
The ones you used to hardcode
Tags
Google Analytics Tracking Code
Event Tracking
AdWords Conversion Pixels
Remarketing Tags
Custom HTML/JavaScript
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
A rule triggers a tag(s) to fire
Rules
Fire when URL = x
Fire when Event = x
Fire when Class = x
Fire when {{macro}} = x
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Variables you can use in tags and rules
Macros
{{tracking IDs}}
{{event values}}
{{lookup tables}}
{{dataLayer variables}}
{{custom JavaScript}}
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
A Basic Example
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
But wait…
there’s more.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Analytics, meet semantics.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Applying the principles of
the semantic web to your
analytics & data collection methodology
moz.com/blog/semantic-analytics
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
1. Tags
2. Rules
3. Macros
Walk-through time!
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
1. Macros
2. Rules
3. Tags
Walk-through time!
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
“Semantic Markup Detection”
Macro
Detects semantic markup in source code
function () {
var SemElem = document.querySelectorAll('[itemtype*="Event"]');
SemElem = SemElem.length > 0 ? true : false;
return SemElem;
}
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
“Semantic Values”
Macro
Dynamically builds labels for analytics
function () {
var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0];
var performer = $('[itemtype*="Event"] [itemprop*="performer"]') .text();
venue = $(venue).text();
label = performer + " at " + venue + " (Semantic Event)”;
}
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
“Semantic Markup Exists”
Rule
Triggers if semantic markup exists
{{event}} equals “gtm.dom”;
{{semantic markup detection}} equals “true”;
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Attach to “Page View” tag
Tag
Triggers if semantic markup exists
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Enjoy!
Apply “Semantic Markup” as a secondary dimension
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
A more elegant solution
for a more civilized age.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
DATALAYER
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Application
Layer
Data
Layer
Experience
Layer
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Application
Layer
Data
Layer
Experience
Layer
WOW
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JavaScript Object Notation for Linked Data
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JavaScript Object Notation for Linked Data
JavaScript
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JavaScript Object Notation for Linked Data
JavaScript
Structured Data
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JavaScript is a transporter for Structured Data
JavaScript
Structured Data
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD via GTM via DataLayer
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD via GTM via DataLayer
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD via GTM via DataLayer
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD via GTM via DataLayer
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Semantic Analytics from dataLayer<script> - dataLayer
Populate a dataLayer with application layer (database) info
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Semantic Analytics from dataLayerMacro - “dataLayer – {{itemprop}}”
Then create dataLayer Variable Macros in GTM
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Semantic Analytics from dataLayerMacro - “Semantic Custom Dimension Values”
Then create JavaScript Macro to build analytics values
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Semantic Analytics from dataLayerMacro - “Semantic Custom Dimension Values”
Then create JavaScript Macro to build analytics values
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Semantic Analytics from dataLayerTag – Add to “Page View”
Use the Macro to set your semantic Custom Dimension
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Here’s where it gets really cool.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD from DataLayer via GTM
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD from DataLayer via GTM
Create a Custom HTML tag, using Macros as variables
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD from DataLayer via GTM
Fire the tag on all pages with semantic data
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
JSON-LD from DataLayer via GTM
It’s always a good idea to validate!developers.google.com/structured-data/testing-tool/
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Rich Snippets in Search
without having to markup content!
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Epilogue
Don’t just implement structured data.
Track its performance.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Epilogue
Leverage semantic data.
to enhance your analytics.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Epilogue
Let semantic analytics
inform your marketing strategy.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Epilogue
Simplify your rollout using JSON-LD
powered by a rich dataLayer.
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Downloadbit.ly/semantic-west
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
Link Bundlebit.ly/next-gen-data
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a
searchmarketingexpo.com@Mike_Arnesen
#SMX #31a