More Ways to Implement and track structured data 8

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Mike Arnesen Director of Analytics & Optimization

at SwellPath google.com/search?mike+arnesen

@mike_arnesen

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Yes, it validates.

<div itemscope itemtype="http://schema.org/Event"><div itemprop="performer" itemscope itemtype="http://

schema.org/Person"><h1 itemprop="name" > Mike Arnesen</h1>

<h2 itemprop="jobTitle" > Director of Analytics & Optimization </h2> <h3 itemprop="worksFor" > SwellPath </h3> <a itemprop="url" href="google.com/search?q=mike

+arnesen">Find me on Google</a> <img src="/headshot.jpg" itemprop="image" /> <span itemprop="brand" >@mike_arnesen</span></div>#<span itemprop="name" >SMX</span>#<span itemprop="subEvent">22A</span><meta itemprop="startDate" content="2014-10-01"><meta itemprop="location" content="NYC" />

</div>

Audit & Discovery Let’s see what we have here

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Use analytics to identify prime targets for improvement.

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Don’t forget Screaming Frog!

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Implementation Develop and execute your plan

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What content on your site is important?

ArticlesProductsNavigationEventsRecipesPlaces & AddressesOrganizationsReviewsRatingsCommentsVideosDates & Times  

PeopleRelationshipsBooksAnswersDietsMoviesTV EpisodesExercise PlanPaintings & SculpturesBus Trips & FlightsServicesMedical Conditions/Treatments

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What content on your site is important? Trick question! It’s all important!

ArticlesProductsNavigationEventsRecipesPlaces & AddressesOrganizationsReviewsRatingsCommentsVideosDates & Times  

PeopleRelationshipsBooksAnswersDietsMoviesTV EpisodesExercise PlanPaintings & SculpturesBus Trips & FlightsServicesMedical Conditions/Treatments

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Build templates & guides

<span xmlns:v="http://rdf.data-vocabulary.org/#"><span typeof="v:Breadcrumb"> <a href="/" rel="v:url" property="v:title" itemprop="breadcrumb"> Home </a></span> » <span typeof="v:Breadcrumb"> <a href=”/blades/" rel="v:url" property="v:title" itemprop="breadcrumb"> Blades </a></span> » <span typeof="v:Breadcrumb"> <a href="/blades/broad-swords/" rel="v:url" property="v:title" itemprop="breadcrumb"> Broad Swords </a></span>

</span>

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<div itemscope itemtype="http://schema.org/Product" ><h1 itemprop="name">Glamdring</h1><img src="/images/glamdring-high-res.png" itemprop="image" /><p itemprop="description">Glamdring was used in battle only twice in the First Age; Turgon wielded Glamdring in the Nirnaeth Arnoediad, and in the Fall of Gondolin. For over 6,000 years it went missing, surviving the War of Wrath, until Gandalf (and company) found it (along with Sting and Orcrist) in the trolls' cave in The Hobbit and claimed it for himself. </p><div itemprop="offers" itemscope itemtype="http://schema.org/Offer" >

<span itemprop="price">40</span><span itemprop="priceCurrency" content="XAU"><link itemprop="availability" href="http://schema.org/InStock" />In stock

</div><h3>Related Blades</h3><div itemprop="isRelatedTo" itemscope itemtype="http://schema.org/Product" >

<a itemprop="url" href="/blades/orcist/"> <span itemprop="name" >Orcist</span></a>- <span itemprop="offers" itemscope itemtype="http://schema.org/Offer" > <span itemprop="price">35</span><span itemprop="priceCurrency" content="XAU”>\</span>

</div>

Build templates & guides for all of your content types

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Events Decide which events matter to you

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Create a Tag:

Create a Tag: to send data to Google Analytics

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to send data to Google Analytics with meaningful values

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to send data to Google Analytics with meaningful values

Start Tracking Set tag manager to listen for structured data

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One RULE to rule… you know the rest

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One RULE to rule… you know the rest

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Custom JavaScript Macro:

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Custom JavaScript Macro: Detect schema.org markup on page

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Creation order & naming conventions for Macros, Rules, & Tags

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Create Macros:•  Semantic – {Type} Markup Detection•  Semantic – {Type} {Property}Create Rules:•  Semantic - Has {Type} Markup RuleCreate Tags:•  Semantic – {Type} Markup Analytics Event  

Groupings Keep track of each group

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Set up dynamic content grouping in Google Tag Manager

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…via a Macro with a Lookup Table

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Goals Decide what you need to accomplish

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Create a goal to track the performance of all structured data on your site

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Watch the crawl Using webmaster tools

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Keep monitoring Google’s crawling to ID missing data or errors.

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One sitelink to rule them all All Powerful Search

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Create a custom HTML Tag in GTM and simply deliver!

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Create a custom HTML Tag in GTM and simply deliver!

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How to Implement & Track your structured data

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How to Implement & Track your structured data

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1. Audit and rediscover your content 2. Strategize and implement 3. Enable tracking of structured data in GA 4. Set up and record analytics events 5. Create itemtype-based groups for content 6. Set up goals to monitor structure data ROI 7. Continue to watch the crawl

Download bit.ly/semantic-hobbit

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Thank you!

Mike Arnesen Director of Analytics & Optimization

at SwellPath google.com/search?mike+arnesen

Download: bit.ly/semantic-hobbit

@mike_arnesen #SMX | #22A