TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager

Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr

#TechSEOBoost

For Fun and Profit

Implementing &

Tracking Semantic

Markup with Google

Tag Manager


#TechSEOBoost

Why Semantic Markup?


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The Case for Semantic Markup


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Rich Snippets


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Rich Cards

On mobile results and the Google Search app.


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Entity Extraction


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Structured Data Developments

New version of schema.org released!

http://schema.org/version/3.3/

http://schema.org/version/3.3/


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Job rich snippets and occupation structured data



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Google now recommends JSON-LD for Merchant Center.

support.google.com/merchants/answer/7331077


https://support.google.com/merchants/answer/7331077


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Podcast structured data!For Google Home andSearch App only.

RSS 2.0, not JSON-LD

or inline microdata



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Structured data for paywalled content (RIP First Click Free).

developers.google.com/search/docs/data-types/paywalled-content


https://developers.google.com/search/docs/data-types/paywalled-content


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Early signs that Bing will support JSON-LD!



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Key Structured Data Eventsbit.ly/sdataevents

Aaron Bradley (@aaranged)

You're welcome.


http://bit.ly/sdataevents


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Voice Search


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JSON-LD vs. Inline


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JSON-LD Markup


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Inline Markup


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Inline Markup is Easy to Break

We can fix this!


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Meet ItemRef & ItemId

moz.com/blog/search-marketers-guide-to-itemref-itemid

https://moz.com/blog/search-marketers-guide-to-itemref-itemid


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We Can Fix This!

But should we?


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The Case for JSON-LD


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Superior Organization


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Hard Coding is Problematic


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Why Inline Might Still Matter


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Is JSON-LD

Going the Way

of Google Authorship?

searchengineland.com/google-authorship-dead-author-rank-202254

https://searchengineland.com/google-authorship-dead-author-rank-202254


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How to Implement


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Static JSON-LD


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Static JSON-LD


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Static JSON-LD


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Dynamic JSON-LD

https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags

https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags


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Dynamic JSON-LD


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Dynamic JSON-LD


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Dynamic JSON-LD


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Breaking It Down


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Breaking It Down


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Breaking It Down


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Breaking It Down


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Breaking It Down


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Breaking It Down


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Dynamic JSON-LD


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Dynamic JSON-LD


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The Upside of Dynamic JSON-LD

Unlimited power & extreme flexibility


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The Downside of Dynamic JSON-LD

It takes some persistence at first


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Gets picked up like the inline markup you know and love!

GTM Markup in GSC


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Extending the Idea:

Using GTM as a Proto-CMS

All the Names


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Extending the Idea:


All the Venues


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Extending the Idea:


All the Dates


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Extending the Idea:


Fire on all event pages,

pulling "CMS" data each time.


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No

Easy source

code changes?Website changes

frequently?

Website

changes

frequently?

Implementation Flow Chart

Need Structured Data

JSON-LD via GTM

Static JSON-LD

JSON-LD via CMSMicrodata via CMS

Hardcoded Microdata

Is Google the

main concern?

(les

s)

Tim

e/M

on

ey

(mo

re)


#TechSEOBoost

Thank You!

Further Reading & Resourcesupbuild.io/techseoboost

http://www.upbuild.io/techseoboost

Marketing

TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager