Next Generation Fiber Structured Cabling and Migration to 40/100g
Next Generation Structured Data
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Transcript of Next Generation Structured Data
![Page 1: Next Generation Structured Data](https://reader033.fdocuments.us/reader033/viewer/2022051318/58f9b3ad760da3da068bd889/html5/thumbnails/1.jpg)
The next generation
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Implementing semantic analytics & pushing structured data
Mike Arnesen Director of Analytics & Optimization
at SwellPath [email protected]
@mike_arnesen
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@mike_arnesen #SMX
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@mike_arnesen #SMX
Rich snippets that don’t need microdata!
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@mike_arnesen #SMX
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What can we try?
@mike_arnesen #SMX
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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
@mike_arnesen #SMX
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That’s not good enough!
@mike_arnesen #SMX
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Exhibit A
@mike_arnesen #SMX
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Exhibit B
@mike_arnesen #SMX
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There’s got to be
a better way! @mike_arnesen #SMX
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We can re build it
We have the technology @mike_arnesen #SMX
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Google Tag Manager
Engage! @mike_arnesen #SMX
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A Quick Overview of Tag Management
1. Tags 2. Rules 3. Macros
@mike_arnesen #SMX
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Tags The ones you used to hardcode
Google Analytics Tracking CodeEvent TrackingAdWords Conversion PixelsRemarketing TagsCustom HTML/JavaScript
@mike_arnesen #SMX
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Rules A rule triggers a tag(s) to fire
Google Analytics Tracking CodeEvent trackingAdWords Conversion PixelsRemarketing TagsCustom HTML/JavaScript
Fire when URL = xFire when Event = xFire when Class = xFire when {{macro}}= x
@mike_arnesen #SMX
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Macros Variables you can use in tags and rules
Google Analytics Tracking CodeEvent trackingAdWords Conversion PixelsRemarketing TagsCustom HTML/JavaScript
Fire when URL = xFire when Event = xFire when Class = xFire when {{macro}}= x
{{tracking IDs}}{{event values}}{{lookup tables}}{{dataLayer variables}}{{custom JavaScript}}
@mike_arnesen #SMX
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A Basic Example
@mike_arnesen #SMX
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But wait… there’s more. @mike_arnesen #SMX
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Analytics, meet semantics
@mike_arnesen #SMX
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moz.com/blog/semantic-analytics
Semantic Analytics “Applying the principles of
the semantic web to your
analytics & data collection methodology”
@mike_arnesen #SMX
Semantic Analytics “Applying the principles of
the semantic web to your
analytics & data collection methodology”
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Walk-through time!
1. Tags 2. Rules 3. Macros
@mike_arnesen #SMX
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Walk-through time!
1. Macros 2. Rules 3. Tags
@mike_arnesen #SMX
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Macro “Semantic Markup Detection”
function () { var SemElem = document.querySelectorAll('[itemtype*="Event"]'); SemElem = SemElem.length > 0 ? true : false; return SemElem;}
Detects semantic markup in source code
@mike_arnesen #SMX
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Macro “Semantic Values”
function () { var venue = $('[itemtype*="Event"] [itemprop*="name"]') [0]; var performer = $('[itemtype*="Event"] [itemprop*="performer"]') .text(); venue = $(venue).text(); label = performer + " at " + venue + " (Semantic Event)”;}
Dynamically builds labels for analytics
@mike_arnesen #SMX
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Rule “Semantic Markup Exists”
{{event}} equals “gtm.dom”;{{semantic markup detection}} equals “true”;
Triggers if semantic markup exists
@mike_arnesen #SMX
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Tag Attach to “Page View” tag
{{event}} equals “gtm.dom”;{{semantic markup detection}} equals “true”;
Sends semantic data as a custom variable
@mike_arnesen #SMX
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Enjoy! “Page View” or “Semantic Analytics”
{{event}} equals “gtm.dom”;{{semantic markup detection}} equals “true”;
Apply “Semantic Markup” as a secondary dimension
@mike_arnesen #SMX
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A more elegant solution for a more civilized age. @mike_arnesen #SMX
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DATALAYER
@mike_arnesen #SMX
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Application
Layer
Data
Layer
Experience
Layer
@mike_arnesen #SMX
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Application
Layer
Data
Layer
Experience
Layer
WOW
@mike_arnesen #SMX
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JavaScript Object Notation for Linked Data
@mike_arnesen #SMX
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JavaScript Object Notation for Linked Data
JavaScript
@mike_arnesen #SMX
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JavaScript Object Notation for Linked Data
JavaScript
Structured Data
@mike_arnesen #SMX
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JavaScript is a transporter for Structured Data
JavaScript
Structured Data
@mike_arnesen #SMX
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JSON-LD via GTM via DataLayer
@mike_arnesen #SMX
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JSON-LD via GTM via DataLayer
@mike_arnesen #SMX
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JSON-LD via GTM via DataLayer
@mike_arnesen #SMX
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JSON-LD via GTM via DataLayer
@mike_arnesen #SMX
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Semantic Analytics from dataLayer
<script> - dataLayer
Populate a dataLayer with application layer (database) info
@mike_arnesen #SMX
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Semantic Analytics from dataLayer
Macro - “dataLayer – {{itemprop}}”
Then create dataLayer Variable Macros in GTM
@mike_arnesen #SMX
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Semantic Analytics from dataLayer
Macro - “Semantic Custom Dimension”
Then create JavaScript Macro to build analytics values
@mike_arnesen #SMX
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Semantic Analytics from dataLayer
Macro - “Semantic Custom Dimension”
Then create JavaScript Macro to build analytics values
@mike_arnesen #SMX
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Semantic Analytics from dataLayer
Tag – Add to “Page View”
Use the Macro to set your semantic Custom Dimension
@mike_arnesen #SMX
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Here’s where it gets really cool
@mike_arnesen #SMX
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JSON-LD from DataLayer via GTM
JSON-LD Custom Tag
Google Indexable
Structured Data
dataLayer Variable Macros
dataLayer values
@mike_arnesen #SMX
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JSON-LD from DataLayer via GTM
Create a Custom HTML tag, using Macros as variables
@mike_arnesen #SMX
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JSON-LD from DataLayer via GTM
Fire the tag on all pages with semantic data
@mike_arnesen #SMX
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JSON-LD from DataLayer via GTM
It’s always a good idea to validate! developers.google.com/structured-data/testing-tool/
@mike_arnesen #SMX
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Rich Snippets in Search
Without having to markup content!!!
@mike_arnesen #SMX
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@mike_arnesen #SMX
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Epilogue
Don’t just implement structured data.
Track its performance.
@mike_arnesen #SMX
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Epilogue
Leverage semantic data
to enhance your analytics.
@mike_arnesen #SMX
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Epilogue
Let semantic analytics
inform your marketing strategy.
@mike_arnesen #SMX
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Epilogue
Simplify your rollout using JSON-LD
powered by a rich dataLayer.
@mike_arnesen #SMX
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Download bit.ly/semantic-west
@mike_arnesen #SMX
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Link Bundle bit.ly/next-gen-data
@mike_arnesen #SMX
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Link Bundle bit.ly/next-gen-data
@mike_arnesen #SMX
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Implementing semantic analytics & pushing structured data
Thank you!
Mike Arnesen Director of Analytics & Optimization
at SwellPath google.com/search?mike+arnesen
Download: bit.ly/semantic-west