How can a dataLayer help your SEO?

Slides: bit.ly/seodatalayer2

Welcome Back

Phil Pearce Analytics Freedom Fighter

www.linkedin.com/in/philpearce

Web Analytics

Exchange

mentor

750 GA

questions answered

Tracking

protection

group

Summary 1. What

HTML structured data

JavaScript structured data

Hybrid mode

2. Why

+ Organic CTR

+ SEO analysis

+ Adwords Dynamic remarketing

3. How

GTM script examples

Validators

Pinging GoogleBot to re-crawl / index

4. Questions

1. HTML structure data

Human & Robot: Title & H1

Robot: HTTP Response code (e.g. 200 status)

Robot: Meta description

Robot: sitemap.xml

Easy Baddie

Human & Robot: Title & H1

Better organic CTR

Higher position for local listing

2. Microdata (aka Rich snippets)

<div> <div itemscope itemtype="http://data-vocabulary.org/Review"> <span itemprop="itemreviewed">L’Amourita Pizza</span> Reviewed by <span itemprop="reviewer">Ulysses Grant</span> on <time itemprop="dtreviewed" datetime="2009-01-06">Jan 6</time>. <span itemprop="summary">Delicious, tasty pizza in Eastlake!</span> <span itemprop="description">L'Amourita serves up traditional wood-fired Neapolitan-style pizza, brought to your table promptly and without fuss. An ideal neighborhood pizza joint.</span> Rating: <span itemprop="rating">4.5</span> </div> </div>

A Bit Bad

3. What is a JavaScript DataLayer?

name value

pageCategory : signup

visitorType : high-value

VariableName + Value pairs. For example...

VariableName (pageCategory) + Value (signup)

Like meta <title> but... in JS.

Like an excel table

but on website

and encased in JavaScript

JS

JS

Pretty Mean

<script type="application/ld+json">

{

"@context": "http://schema.org",

"@id": "2356865",

"@type": "Video",

"name": "What is JSON LD",

"potentialAction": [{

"@type": "WatchAction",

"target": "https://www.youtube.com/watch?v=vioCbTo3C-4",

}

</script>

JSON-LD datalayer…

Super-Bad

JS

JS

Markup summary

*JS-Robot for onclick content

Mark-up name

Human can see?

Robots see?

Accessible to DOM?

HTML No

(except title) Yes

No (except title)

Microdata Yes Yes No

DataLayer (JSON)

No Yes Yes

Hybrid (JSON-LD)

Yes Yes* Yes Winner

2. Why JSON-LD

+ Organic CTR

+ SEO analysis

+ Adwords remarketing

Previously, we (Google) only looking at content from the HTTP response and didn't interpret what a typical browser running JavaScript would render.

…When pages that have valuable content rendered by JavaScript started showing up, we weren’t able to let searchers know about this content, which was a sad outcome for both users and webmasters.

In order to solve this problem… we started executing JavaScript.

In the past few months, our indexing system has been rendering a more web pages like an average user’s browser (with JavaScript turned on).

JS-Googlebot now indexing JS content!

From 8months ago: May-2014 Source: googlewebmastercentral.blogspot.co.uk/2014/05/understanding-web-pages-better.html

The next page has the following action

Future Action: Watch

What is JSON-LD video

https://www.youtube.com/watch?v=vioCbTo3C-4 And https://www.youtube.com/watch?v=XXw8g-FbemI#t=251

<script type="application/ld+json">

{

"@context": "http://schema.org",

"@type": "Organization",

"url": "http://www.clientdomain.com",

"contactPoint": [{

"@type": "ContactPoint",

"telephone": "+1-877-746-0909",

"contactType": "customer service",

"contactOption": "TollFree",

"areaServed": ["US", "CA" ],

"availableLanguage": ["English", "French"]

}]

}

</script>

Telephone action...

googlewebmastercentral.blogspot.co.uk/2014/04/surfacing-your-businesss-contact-and.html

developers.google.com/webmasters/business-location-pages/

www.w3.org/TR/json-ld/#embedding-json-ld-in-html-documents

www.google.com/webmasters/markup-tester/corporatecontacts

Note: currently only on Google.com SERPs

... renders JSON-linkedData on SERPs

GoogleNet

GoogleNet

Future Action: Call

use cases:

1. telephone numbers – action call

2. company logos– action click

3. social profile links – action follow

4. events in the Knowledge Graph – action call

5. the sitelinks search box – action search

We (Google) are working on expanding support to

additional markup powered features in the future.

6. product & review actions (not yet supported)

Other Examples

Better SEO analysis…

Example of automatic Content Groupings via

Wordpress plugin

Also pageGroup = “recentcy” would be a useful value capture

Example of automatic Content Groupings via

magneto plugin

Also pageGroup = “intent” would be a useful value capture

Better PPC remarketing…

variableName value

ecomm_pagetype home

ecomm_pagetype product

ecomm_pagetype category

ecomm_pagetype basket

ecomm_pagetype purchase

ecomm_pagetype siteview

Adwords remarketing pagetype

(allows Adwords to stalk users on

Google Display Network)

Analysing user session fingerprint

for re-targeting

dataLayer = [{

"google_tag_params": {

"ecomm_pagetype": "purchase",

// home > category > product > basket > purchase | siteview

}

}];

Adwords remarketing pagetype dataLayer

Ref

http://support.google.com/adwords/answer/2476691?hl=en

http://support.google.com/adwords/answer/3103357?hl=en

http://support.google.com/tagmanager/answer/3002580?hl=en

Industry standardization…

Industry standard names

JS dataLayer for TagManger

Bit.ly/gtmdevguide2 (page 5 and page6)

Bit.ly/gtmdevguide2 (page 5 and page6)

Google “re-programed” standard

JS dataLayer for TagManger

Schema.org and JSON-LD.org

The Power of Structure mark-up = Robot becomes a goodie

The Power of Structure mark-up = Robot becomes a goodie

http://semanticweb.com/github-adds-schema-org-actions-email-notifications-via-json-ld_b44450

You have mail

Future Action: Pull Request

Benefits of JSON-LD?

1. Supported by Google, Yahoo and Bing.

2. Unlike digitalData layer it is officially W3c supported

3. SEO`s understand it as it is based on schema.org / microdata

4. It will eventually supersede microdata

5. It already has strong adoption in HTML emails (e.g gmail)

6. Benefit`s SEO, Analytics and Remarketing!

3. Back to the present day

How can I enable this now?

GTM script examples

Validators

Pinging GoogleBot to re-crawl / index

GTM config files…

(one click to import files)

JSON –LD examples…

JSON script are

downloadable

from here:

login:coolgtmstuff

@gmail.com

pw:philrulesgtm3

Import file for New interface: http://bit.ly/json-v2 Import file for Old interface: http://bit.ly/jsonv1

Practical example...

json-ld.org >> then click “playground” link

Future Action: Use

playground

How to install & test…

Files to import...

Test Container

Test Container

Select overwrite

Validator…

https://developers.google.com/webmasters/structured-data/testing-tool/

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

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

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

MusicEvent - location

<!-- http://support.google.com/webmasters/answer/4620133?hl=en -->

<!-- http://developers.google.com/structured-data/events/performers -->

<script type="application/ld+json">

{

"@context": "http://schema.org",

"@type": "MusicEvent",

"name": "Lady Gaga",

"startDate": "2014-11-13T19:30",

"location": {

"@type": "Place",

"name": "National Indoor Arna",

"address": "King Edwards Rd, Birmingham, United Kingdom"

},

"offers": {

"@type": "Offer",

"url": "http://www.ticketmaster.com/Lady-Gaga-tickets/artist/1249444",

"price": 38.00

}

}

</script>

1. MusicEvent 2. TheaterEvent 3. SportsEvent

4. ComedyEvent 5. Festival 6. FoodEvent

Other supported event types include…

Future Action: Buy

TheaterEvent - location

<!-- http://developers.google.com/structured-data/events/venues -->

<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"

}

],

"startDate": "2014-10-01T19:30",

"workPerformed": {

"@type": "CreativeWork",

"name": "Julius Caesar",

"sameAs": "http://en.wikipedia.org/wiki/Julius_Caesar_(play)",

"creator": {

"@type": "Person",

"name": "William Shakespeare",

"sameAs": "http://en.wikipedia.org/wiki/William_Shakespeare"

}

}

}

</script>

Future Action: Buy

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"

}

}

}

}

</script>

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": "http://www.cbs.com/shows/bbt/vid/2356865/occupation_recal?campaign=google_kp_watch",

"expectsAcceptanceOf": [

{

"@type": "Offer",

"category": "free",

"availabilityStarts": "2015-01-01T00:00",

"availabilityEnds" : "2015-02-01T00:00",

"eligibleRegion": {

"@type": "Country",

"name": "US"

}

},{

"@type": "Offer",

"category": "externalSubscription",

"availabilityStarts": "2015-01-01T00:00",

"availabilityEnds" : "2015-02-01T00:00",

"eligibleRegion": {

"@type": "Country",

"name": "US"

},

"seller": {

"@type": "Organization",

"name": "Comcast",

"sameAs": "http://xfinity.comcast.net/"

}

}

]

},{

"@type": "WatchAction",

"target": [

"android-app://com.cbs.app/cbs/shows/bbt/vid/2356865/occupation_recal?campaign=google_kp_watch",

"ios-app://530168168/cbs/shows/bbt/vid/2356865/occupation_recal?campaign=google_kp_watch"

],

"expectsAcceptanceOf": [

{

"@type": "Offer",

"category": "free",

"availabilityStarts": "2015-01-08T00:00",

"availabilityEnds" : "2015-01-17T00:00",

"eligibleRegion": {

"@type": "Country",

"name": "US"

}

},{

"@type": "Offer",

"name": "CBS All Access",

"category": "subscription",

"availabilityStarts": "2015-01-01T00:00",

"availabilityEnds" : "2015-02-01T00:00",

"eligibleRegion": {

"@type": "Country",

"name": "US"

},

"price": 5.99,

"priceCurrency": "USD",

"seller": {

"@type": "Organization",

"name": "CBS",

"sameAs": "http://www.cbs.com/"

}

}

]

}

],

"sameAs": "http://www.imdb.com/title/tt3337730/",

"description": "Sheldon tries to relax after he is forced to take a vacation. (TV-PG D, L)"

}

</script>

Products & review markup not yet supported

Product & Aggregated Reviews (not yet supported)

<!-- http//rdf.greggkellogg.net/distiller

<!-- http://www.overstock.com/Office-Supplies/Office-Star-Professional-Air-Grid-Deluxe-Task-Chair/2605023/product.html

<script type="application/ld+json">

{

"@context": "http://schema.org",

"@graph": [

{

"@id": "g69993968635260",

"@type": "Product",

"name": "Office Star Professional Air Grid Deluxe Task Chair"

},

{

"@id": "g69993968433920",

"@type": "Offer",

"price": "189.99",

"availability": "InStock"

},

{

"@id": "g69993968533420",

"@type": "AggregateRating",

"ratingValue": "4.6",

"reviewCount": "195"

}]

}

</script>

Review by author (not yet supported)

<!-- 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"

}

]

},

"publisher": {

"@type": "Organization",

"name": "Denver Post",

"sameAs": "http://www.denverpost.com"

},

"reviewRating": {

"@type": "Rating",

"worstRating": 1,

"bestRating": 4,

"ratingValue": 3.5

},

"url": "http://www.denverpost.com/movies/ci_24225964/gravity-movie-review-anchored-by-sandra-

bullock-its"

}

</script>

2. DataLayer >> JSON-LD mapping possible…

http://peadig.com/wordpress-plugins/structured-social-profiles/ https://wordpress.org/plugins/structured-social-profiles/

1. JSON-LD added via wordpress plugin (not tested)

3. Enabling via Linked-Data to 3rd party entities/websites…

<!-- https://developers.google.com/structured-data/events/performers#option_3_delegate_your_event_listings_to_another_website -->

<!-- https://developers.google.com/structured-data/events/performers -->

<!-- Delegate Your Event Listings to Another Website -->

<script type="application/ld+json">

{

"@context": "http://schema.org",

"@type": "MusicGroup",

"name": "Your Band or Performer Name",

"url": "http://yourdomain.com/",

"event": {

"url": "http://other-event-site.com/your-event-listing-page/",

"name": "my super gig",

"startDate": "2015-01-01",

"location": {

"@type": "Country",

"address": "somewhere",

"name": "US"

},

"offers": {

"@type": "Offer",

"url": "http://other-event-site.com/your-event-listing-page/",

"priceCurrency": "GBP",

"price": 38

}

}

*/

}

</script>

OpenGraph is a list of entities/websites:

Summary

http://semanticweb.com/github-adds-schema-org-actions-email-notifications-via-json-ld_b44450

Utilise this mark-up,

And I`ll be back (to re-crawl your

website)

Future Action: Pull Request

1. Enable JSON-LD via GTM (or use CMS plugins)

2. Utilise pageGroups based on this new data…

3. Ping GoogleBot to get the pages indexed and

get a CTR boast…

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. Wait 4+ weeks

Future actions…

1. JSON-ld playground - try

2. Google JSON-LD Validator- try

3. Install GTM scripts or CMS mapping files

Thanks & Questions

GET YOUR SEO-ANALYTICS ASS TO MARS

Future Action: Ask Question

Free resource...

For everyone else... bit.ly/gtmdevguide2

€ FREE

www.amazon.de/Google-Tag-Manager-Developer-Guide-ebook/dp/B00KEC2IOK

Future Action: Download

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

Schema.org adoption rate

Examples in the wild

Ticketmaster (JSON-LD for music events)

https://developers.google.com/webmasters/structured-data/testing-

tool?url=http%253A%252F%252Fwww.ticketmaster.com%252FLady-Gaga-

tickets%252Fartist%252F1249444

http://www.ticketmaster.com/

http://www.bandsintown.com/

http://www.bandpage.com/

http://www.songkick.com/

Nest (Telehone number)

nest.com/about/#contact

LastMinute (DigitalDataLayer only)

www.lastminute.com/hotels/amazing-design-hotel-with-pool-in-east-london-london-

gb.1000071234-1-5-

GH:1$v1v$?intcmp=London+AmazingDesignHotelwithPoolinEastLondon

Test using https://developers.google.com/structured-data/testing-tool/

MINI-GUN UPGRADES: JSmacro for

"Semantic - Event Markup Detection" GTM import: https://www.dropbox.com/s/mvs84img781le16/OTHER%20-%20semantic-analytics.json?dl=0 // JSmacro for "Semantic - Event Markup Detection" triggered on gtm.dom ready

function () {

var SemElem = document.querySelectorAll('[itemtype=&"Event"]');

SemElem = SemElem.length > 0 ? true : false;

return SemElem;

}

// JSmacro for "Semantic - Event Markup Properties"

function () {

var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0];

var performer = $('[itemtype*="Event"] [itemprop*="performer"]') .text();

venue = $(venue).text();

label = performer + " at " + venue + " (Semantic Event)";

check = venue.length > 0 ? true : false;

if (check === false) {

label = "No semantic data";

return label;

}

else {

return label;

}

}

Source: http://moz.com/blog/semantic-analytics

HTML5 data-tracking-attributes: Competing mark-up standard

Source: http://www.swellpath.com/2014/08/google-tag-manager-events-using-html5-data-attributes/ and this forum post

vs

<a href="#" class="amazingOfferLink" id="amazingOfferLink1"

data-tracking-action="amazingOffer">Click here</a>

HTML5 name Value data-tracking-action click data-tracking-event video

data-tracking-entity component data-tracking-event-context-id 12345

data-tracking-event-context-category video data-tracking-event-context-action play

data-tracking-event-context-label short circuit video data-tracking-event-context-value 0 data-tracking-event-context-noninteractive false

HTML5 data-tracking-attributes: Competing mark-up example

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

Official Google help pages

• Musical Artists: Specify your events to Google support.google.com/webmasters/answer/4620133?hl=en

• Companies: Specify your customer service numbers to Google support.google.com/webmasters/answer/4620709?hl=en

• Email markup: JSON-LD developers.google.com/gmail/markup/reference/formats/json-ld developers.google.com/gmail/markup/

Other FREE stuff

http://bit.ly/techseoaudit

http://bit.ly/croheatmapaudit

http://bit.ly/cookieaudit

3. GTM dataLayer Position in the header