Post on 22-Jan-2018
transcript
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
For Fun and Profit
Implementing &
Tracking Semantic
Markup with Google
Tag Manager
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Why Semantic Markup?
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
The Case for Semantic Markup
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Rich Snippets
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Rich Cards
On mobile results and the Google Search app.
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Entity Extraction
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Structured Data Developments
New version of schema.org released!
http://schema.org/version/3.3/
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Job rich snippets and occupation structured data
Structured Data Developments
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Google now recommends JSON-LD for Merchant Center.
support.google.com/merchants/answer/7331077
Structured Data Developments
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Podcast structured data!For Google Home andSearch App only.
RSS 2.0, not JSON-LD
or inline microdata
Structured Data Developments
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Structured data for paywalled content (RIP First Click Free).
developers.google.com/search/docs/data-types/paywalled-content
Structured Data Developments
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Early signs that Bing will support JSON-LD!
Structured Data Developments
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Key Structured Data Eventsbit.ly/sdataevents
Aaron Bradley (@aaranged)
You're welcome.
Structured Data Developments
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Voice Search
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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JSON-LD vs. Inline
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
JSON-LD Markup
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Inline Markup
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Inline Markup is Easy to Break
We can fix this!
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Meet ItemRef & ItemId
moz.com/blog/search-marketers-guide-to-itemref-itemid
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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We Can Fix This!
But should we?
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
The Case for JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Superior Organization
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Hard Coding is Problematic
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Why Inline Might Still Matter
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Is JSON-LD
Going the Way
of Google Authorship?
searchengineland.com/google-authorship-dead-author-rank-202254
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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How to Implement
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Static JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Static JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Static JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
The Upside of Dynamic JSON-LD
Unlimited power & extreme flexibility
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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The Downside of Dynamic JSON-LD
It takes some persistence at first
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Gets picked up like the inline markup you know and love!
GTM Markup in GSC
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Extending the Idea:
Using GTM as a Proto-CMS
All the Names
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Extending the Idea:
Using GTM as a Proto-CMS
All the Venues
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Extending the Idea:
Using GTM as a Proto-CMS
All the Dates
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
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Extending the Idea:
Using GTM as a Proto-CMS
Fire on all event pages,
pulling "CMS" data each time.
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
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)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Thank You!
Further Reading & Resourcesupbuild.io/techseoboost