Supercharging your Organic CTR
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![Page 1: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/1.jpg)
Slides: bit.ly/supercharge-ctr
Supercharging your
Organic CTR
![Page 2: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/2.jpg)
Welcome Phil Pearce SEO & GA Analyst
www.linkedin.com/in/philpearce
Web Analytics
Exchange
mentor
750 GA
questions answered
Tracking
protection
group
![Page 3: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/3.jpg)
Agenda
1. What is the new mark-up (JSON-LD)
2. Why should I enabling this (i.e. benefits)?
– Examples
3. Which method should I use to enable?
– WP plugins vs Google Tag Manger injection
4. How do I test & validate it?
– Single page tests
– Sitewide tests
![Page 5: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/5.jpg)
Lets talk about...
Skiing Ma
![Page 6: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/6.jpg)
Schema.org (precursor to JSON-LD)
Lets talk about...
![Page 7: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/7.jpg)
![Page 8: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/8.jpg)
Microdata & RDFa (Original Rich snippets)
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">Kenmore White 17" Microwave</span>
<img itemprop="image" src="kenmore-microwave-17in.jpg" alt='Kenmore 17" Microwave' />
<div itemprop="aggregateRating"
itemscope itemtype="http://schema.org/AggregateRating">
Rated <span itemprop="ratingValue">3.5</span>/5
based on <span itemprop="reviewCount">11</span> customer reviews
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<!--price is 1000, a number, with locale-specific thousands separator
and decimal mark, and the $ character is marked up with the
machine-readable code "USD" -->
<span itemprop="priceCurrency" content="USD">$</span><span
itemprop="price" content="1000.00">1,000.00</span>
<link itemprop="availability" href="http://schema.org/InStock" />In stock
</div>
Product description:
<span itemprop="description">0.7 cubic feet countertop microwave.
Has six preset cooking categories and convenience features like
Add-A-Minute and Child Lock.</span>
Customer reviews:
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="name">Not a happy camper</span> -
by <span itemprop="author">Ellie</span>,
<meta itemprop="datePublished" content="2011-04-01">April 1, 2011
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<meta itemprop="worstRating" content = "1">
<span itemprop="ratingValue">1</span>/
<span itemprop="bestRating">5</span>stars
</div>
<span itemprop="description">The lamp burned out and now I have to replace
it. </span>
</div>
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="name">Value purchase</span> -
by <span itemprop="author">Lucas</span>,
<meta itemprop="datePublished" content="2011-03-25">March 25, 2011
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<meta itemprop="worstRating" content = "1"/>
<span itemprop="ratingValue">4</span>/
<span itemprop="bestRating">5</span>stars
</div>
<span itemprop="description">Great microwave for the price. It is small and
fits in my apartment.</span>
</div>
...
</div>
![Page 9: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/9.jpg)
Pictures & Differentiation = Increased Organic CTR!
![Page 10: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/10.jpg)
Microdata (Original Rich snippets)
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">Kenmore White 17" Microwave</span>
<img itemprop="image" src="kenmore-microwave-17in.jpg" alt='Kenmore 17" Microwave' />
<div itemprop="aggregateRating"
itemscope itemtype="http://schema.org/AggregateRating">
Rated <span itemprop="ratingValue">3.5</span>/5
based on <span itemprop="reviewCount">11</span> customer reviews
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">
<!--price is 1000, a number, with locale-specific thousands separator
and decimal mark, and the $ character is marked up with the
machine-readable code "USD" -->
<span itemprop="priceCurrency" content="USD">$</span><span
itemprop="price" content="1000.00">1,000.00</span>
<link itemprop="availability" href="http://schema.org/InStock" />In stock
</div>
Product description:
<span itemprop="description">0.7 cubic feet countertop microwave.
Has six preset cooking categories and convenience features like
Add-A-Minute and Child Lock.</span>
Customer reviews:
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="name">Not a happy camper</span> -
by <span itemprop="author">Ellie</span>,
<meta itemprop="datePublished" content="2011-04-01">April 1, 2011
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<meta itemprop="worstRating" content = "1">
<span itemprop="ratingValue">1</span>/
<span itemprop="bestRating">5</span>stars
</div>
<span itemprop="description">The lamp burned out and now I have to replace
it. </span>
</div>
<div itemprop="review" itemscope itemtype="http://schema.org/Review">
<span itemprop="name">Value purchase</span> -
by <span itemprop="author">Lucas</span>,
<meta itemprop="datePublished" content="2011-03-25">March 25, 2011
<div itemprop="reviewRating" itemscope itemtype="http://schema.org/Rating">
<meta itemprop="worstRating" content = "1"/>
<span itemprop="ratingValue">4</span>/
<span itemprop="bestRating">5</span>stars
</div>
<span itemprop="description">Great microwave for the price. It is small and
fits in my apartment.</span>
</div>
...
</div>
Better organic CTR!
![Page 11: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/11.jpg)
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Product",
"aggregateRating": {
"@type": "AggregateRating",
"ratingValue": "3.5",
"reviewCount": "11"
},
"description": "0.7 cubic feet countertop microwave. Has six preset cooking categories and convenience features like
Add-A-Minute and Child Lock.",
"name": "Kenmore White 17\" Microwave",
"image": "kenmore-microwave-17in.jpg",
"offers": {
"@type": "Offer",
"availability": "http://schema.org/InStock",
"price": "55.00",
"priceCurrency": "USD"
},
"review": [
{
"@type": "Review",
"author": "Ellie",
"datePublished": "2011-04-01",
"description": "The lamp burned out and now I have to replace it.",
"name": "Not a happy camper",
"reviewRating": {
"@type": "Rating",
"bestRating": "5",
"ratingValue": "1",
"worstRating": "1"
}
},
{
"@type": "Review",
"author": "Lucas",
"datePublished": "2011-03-25",
"description": "Great microwave for the price. It is small and fits in my apartment.",
"name": "Value purchase",
"reviewRating": {
"@type": "Rating",
"bestRating": "5",
"ratingValue": "4",
"worstRating": "1"
}
}
]
}
</script>
Better organic CTR!
And action buttons!
JSON-LD (New Rich snippets)
![Page 12: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/12.jpg)
Skiing Ma with action buttons
JSON-LD
![Page 13: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/13.jpg)
Action buttons = even higher Organic CTR
(especially for logged-in users)
Loggedin as Skiing Ma
![Page 14: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/14.jpg)
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Restaurant",
"name": "Dave's Vegetarian Pizza",
"url": "http://www.example.com/restaurant-locations/manhattan",
"menu": "http://www.example.com/menu",
"potentialAction": {
"@type": "OrderAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://www.example.com/daves-cafe-new-york"
},
}
"telephone": "+12122459600"
}
</script>
JSON-LD action button example...
![Page 15: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/15.jpg)
Call actions on the right hand side
Super Gran
Super Gran
Potential Action:
Call
![Page 16: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/16.jpg)
Actions in main results
Potential Action: Watch
![Page 17: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/17.jpg)
Google Video
• https://www.youtube.com/watch?v=XXw8g-FbemI&t=214
• https://www.youtube.com/watch?v=L9BqE01SLeE
![Page 18: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/18.jpg)
Monitoring Improvements
Before vs After
![Page 19: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/19.jpg)
You can already calculate existing Organic CTR
using GA sessions / GWT impressions
![Page 20: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/20.jpg)
SEOmoz now report on this for your site vs competitors
![Page 21: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/21.jpg)
JSON-LD reports per vertical
are also available on BuiltWith
http://trends.builtwith.com/docinfo/JSON-LD
![Page 22: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/22.jpg)
Implementing
![Page 23: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/23.jpg)
Planning JSON implantation
Global vs Page specific
Global
1. Brand Logo 2. Phone Number 3. Social Profiles 4. Site Search 5. OpeningHours 6. Address
Page Specific 1. News data 2. Product data 3. Review data 4. Breadcrumbs 5. Music & TV Product data 6. Local restaurants
vs
![Page 24: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/24.jpg)
Implementation
Method summary
GTM Wordpress
CMS agnostic Yes No
Supports server-side No (dataLayer exception)
Yes
InTool JS validation Native n/a
Speed Asynchronous JS Server-side cache
Uneffected by CSS or DOM ID changes
No, will break (dataLayer exception)
Yes
![Page 25: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/25.jpg)
Live example of GTM output
bit.ly/winningthewar33
![Page 26: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/26.jpg)
GTM JSON-LD example source code…
JSON script are
downloadable
from here:
login:coolgtmstuff
@gmail.com
pw:philrulesgtm7
Auto config import file: bit.ly/winningthewar6
![Page 27: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/27.jpg)
WARNING: For GTM Select merge (not overwrite)
![Page 28: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/28.jpg)
http://peadig.com/wordpress-plugins/structured-social-profiles/ https://wordpress.org/plugins/structured-social-profiles/ https://builtvisible.com/implementing-json-ld-wordpress/
Wordpress plugin for JSON-LD
![Page 29: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/29.jpg)
Very good post... https://builtvisible.com/implementing-json-ld-wordpress/
![Page 30: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/30.jpg)
GTM ProTip: Changing from DataLayer to JSONLD piggybacking...
![Page 31: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/31.jpg)
+
bit.ly/single-tag
GTM DataLayer JSONLD schema
JSONLD schema Mapped to GTM datalayer via JS variables
![Page 32: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/32.jpg)
For Wordpress or Serverside implementation pls add ID to scripts to make it easier to enable GA enhanced ecommerce... <script id="JSONLD-review1">xxx</script>
https://www.analyticspros.com/blog/tag-management/tracking-semantic-seo-with-google-analytics/
bit.ly/single-tag
![Page 33: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/33.jpg)
Practical Examples
![Page 34: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/34.jpg)
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
Global
![Page 35: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/35.jpg)
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
Global
![Page 36: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/36.jpg)
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
Global
![Page 37: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/37.jpg)
Breadcrumbs
<!-- developers.google.com/structured-data/breadcrumbs -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "BreadcrumbList",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"item": {
"@id": "http://{{Page Hostname}}/{{jsmacro_pathnameLevel1 - no prepending slash}}",
"name": "{{jsmacro_pathnameLevel1 - no prepending slash}}"
}
},{
"@type": "ListItem",
"position": 2,
"item": {
"@id": "http://{{Page Hostname}}{{Page Path}}",
"name": "{{js_document.title}}"
}
}]
}
</script>
Page specific
![Page 38: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/38.jpg)
NewsArticle
<!--http://developers.google.com/search/docs/data-types/articles -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "NewsArticle",
"mainEntityOfPage": {
"@type": "WebPage",
"@id": "http://{{Page Hostname}}/article1"
},
"headline": "Article headline",
"description": "A most wonderful article",
"image": {
"@type": "ImageObject",
"url": "http://{{Page Hostname}}/thumbnail_1.jpg",
"height": 800,
"width": 800
},
"datePublished": "2016-01-01T00:00:00+08:00",
"dateModified": "2016-01-01T13:00:00+08:00",
"author": {
"@type": "Person",
"name": "John Doe",
"sameAs": "https://plus.google.com/106113236172152128711"
},
"publisher": {
"@type": "Organization",
"name": "Google",
"logo": {
"@type": "ImageObject",
"url": "https://www.newscorp.com/logo.jpg",
"width": 600,
"height": 60
},
"sameAs": "https://www.newscorp.com"
}
}
</script>
Page specific
![Page 39: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/39.jpg)
Products
<!-- https://developers.google.com/search/docs/data-types/products -->
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Product",
"name": "Executive Anvil",
"image": "http://www.example.com/anvil_executive.jpg",
"description": "Sleeker than ACME's Classic Anvil, the Executive Anvil
is perfect for the business traveler looking for something to drop from a
height.",
"mpn": "925872",
"brand": {
"@type": "Thing",
"name": "ACME"
},
"offers": {
"@type": "Offer",
"priceCurrency": "USD",
"price": "119.99",
"priceValidUntil": "2099-01-01",
"itemCondition": "UsedCondition", // schema.org/UsedCondition
"availability": "InStock", // schema.org/InStock
"seller": {
"@type": "Organization",
"name": "Executive Objects"
}
}
}
</script>
Page specific
![Page 40: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/40.jpg)
Products Reviews
<!-- https://developers.google.com/search/docs/data-types/reviews -->
<script type="application/ld+json">
{
"@context": "http://schema.org/",
"@type": "Product",
"name": "Executive Anvil",
//...//
"aggregateRating": {
"@type": "AggregateRating",
"worstRating": 1,
"bestRating": 5,
"ratingValue": 4.4,
"reviewCount": 1
},
"review": {
"@type": "Review",
"reviewRating": {
"@type": "Rating",
"worstRating": 1,
"bestRating": 5,
"ratingValue": 4.4
},
"name": "A masterpiece of an Executive Anvil",
"datePublished": "2016-01-01",
"reviewBody": "I really like this product. It captures the essential
challenge business traveler looking for something to drop from a height`s",
"author": {
"@type": "Person",
"name": "John Doe",
"sameAs":
"https://plus.google.com/106113236172152128711"
},
"publisher": {
"@type": "Organization",
"name": "John Doe Inc",
"sameAs": "http://www.janedoe.org"
}
}
}
</script>
Page specific
![Page 41: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/41.jpg)
Review by Expert Author (GoogleNet whitelist)
<!-- 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>
Page specific
![Page 42: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/42.jpg)
LocalBusiness - Restaurant
<!-- https://developers.google.com/search/docs/data-types/local-businesses -->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "Restaurant",
"name": "Dave's Steak House",
"image": "http://www.example.com/image.jpg",
"url": "http://www.example.com/restaurant-locations/manhattan",
"menu": "http://www.example.com/menu",
"acceptsReservations": "True",
"telephone": "+12122459600",
"address": {
"@type": "PostalAddress",
"streetAddress": "148 W 51st St",
"addressLocality": "New York",
"addressRegion": "NY",
"postalCode": "10019",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "40.761293",
"longitude": "-73.982294"
},
"openingHoursSpecification": [
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Monday",
"Tuesday"
],
"opens": "11:30",
"closes": "22:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": [
"Wednesday",
"Thursday",
"Friday"
],
"opens": "11:30",
"closes": "23:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Saturday",
"opens": "16:00",
"closes": "23:00"
},
{
"@type": "OpeningHoursSpecification",
"dayOfWeek": "Sunday",
"opens": "16:00",
"closes": "22:00"
}
]
}
</script>
Page specific
![Page 43: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/43.jpg)
LocalBusiness - HealthClub - ReserveAction
<!--
https://developers.google.com/search/docs/data-types/local-businesses
-->
<script type="application/ld+json">
{
"@context": "http://schema.org",
"@type": "HealthClub",
"name": "Dave's House of Yoga",
"image": "http://daveshouseofyoga.example.com/yoga.jpg",
"url": "http://daveshouseofyoga.example.com/",
"telephone": "+14085551135",
"potentialAction": {
"@type": "ReserveAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://www.example.com/reserve?merchantId=20373",
"inLanguage": "en-US",
"actionPlatform": [
"http://schema.org/DesktopWebPlatform"
//, "http://schema.org/IOSPlatform"
//, "http://schema.org/AndroidPlatform"
]
},
"result": {
"@type": "Reservation",
"name": "Book a class"
}
},
"address": {
"@type": "PostalAddress",
"streetAddress": "3986 Rivermark Pkwy",
"addressLocality": "Santa Clara",
"addressRegion": "CA",
"postalCode": "95054",
"addressCountry": "US"
},
"geo": {
"@type": "GeoCoordinates",
"latitude": "37.3952149",
"longitude": "-121.9474023"
}
}
</script>
Page specific
![Page 44: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/44.jpg)
MusicEvent - location
<!– https://developers.google.com/search/docs/guides/mark-up-listings#mark_up_event_listings -->
<script type="application/ld+json">{
"@context": "http://schema.org",
"@type": "MusicEvent",
"name": "The Wurzels",
"image": "https://cdn2.gigantic.com/static/images/campaign/240x240/the-wurzels5545.jpg",
"url": "https://www.gigantic.com/the-wurzels-electric-palace-2016-09-17-19-30",
"startDate": "2016-09-17T19:30:00+01:00",
"doorTime": "19:30",
"typicalAgeRange": "Under 14's must be accompanied by an adult.",
"location": {
"@type": "Place",
"name": "Electric Palace",
"address": {
"@type": "PostalAddress",
"streetAddress": "35 South Street",
"addressLocality": "Bridport",
"postalCode": "DT63NY",
"addressCountry": "GB"
}
},
"offers": [{
"@type": "Offer",
"name": "Standing",
"category": "primary",
"price": "15.95",
"priceCurrency": "GBP",
"url": "https://www.gigantic.com/the-wurzels-electric-palace-2016-09-17-19-30",
"availability": "InStock"
}],
"performer": [{
"@type": "MusicGroup",
"name": "The Wurzels",
"sameAs": "http://www.thewurzels.com/"
}]
}
</script>
Future Action: Buy
The Wurzels
Sat, 17th Sept
gigantic.com
thewurzels.com
Electric Palace 35 South Street, Bridport, DT63NY
Other supported event types include…
1. MusicEvent 2. TheaterEvent 3. SportsEvent
4. ComedyEvent 5. Festival 6. FoodEvent
Page specific
![Page 45: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/45.jpg)
TheaterEvent - location
<!-- https://developers.google.com/search/docs/data-types/events#venue-markup -->
<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
Page specific
![Page 46: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/46.jpg)
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>
Page specific
![Page 47: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/47.jpg)
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": {
"@type":"EntryPoint",
"urlTemplate": "http://www.cbs.com/shows/bbt/vid/2356865/occupation_recal?campaign=google_kp_watch",
"actionPlatform": "http://schema.org/DesktopWebPlatform",
"inLanguage": "English"
},
"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":[{
"@type":"EntryPoint",
"urlTemplate": "android-
app://com.cbs.app/cbs/shows/bbt/vid/2356865/occupation_recal?campaign=google_kp_watch",
"actionPlatform":[
//"http://schema.org/DesktopWebPlatform",
//"http://schema.org/IOSPlatform",
"http://schema.org/AndroidPlatform"
],
"inLanguage": "English"
},{
"@type":"EntryPoint",
"urlTemplate": "http://www.cbs.com/shows/bbt/vid/2356865/occupation_recal?campaign=google_kp_watch", /*
Should be "ios-app://" but Google Validator has a bug with... ios-app
name://530168168/cbs/shows/bbt/vid/2356865/occupation_recal?campaign=google_kp_watch */
"actionPlatform":[
//"http://schema.org/DesktopWebPlatform"
"http://schema.org/IOSPlatform"
],
"inLanguage": "English"
}],
"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>
Page specific
![Page 48: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/48.jpg)
![Page 50: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/50.jpg)
I recommend in the <head> with other <meta tags>
but can be placed anywhere.
Position of JSON LD on a page…
JSON-LD data
Note: If deployed via GTM - I recommend deploying on DOM ready.
![Page 51: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/51.jpg)
Testing JSON markup
![Page 52: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/52.jpg)
Structure Data Validator (one page at a time)
https://search.google.com/structured-data/testing-tool
![Page 53: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/53.jpg)
Structure Data Validator (Whole site in GWT)
![Page 54: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/54.jpg)
Future markups
![Page 55: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/55.jpg)
Rich Cards Validator – Recipes only
![Page 56: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/56.jpg)
AMP also requires JSONLD
for BlogPosting & NewsArticle
<script type="application/ld+json">
/* http://developers.google.com/search/docs/data-types/articles */
{
"@context": "http://schema.org",
"@type": "BlogPosting",
"mainEntityOfPage": "https://www.bookinglive.com/blog/online-booking-systems-for-the-public-sector/",
"publisher": {
"@type": "Organization",
"name": "BookingLive Blog",
"logo": {
"@type": "ImageObject",
"url": "https://www.bookinglive.com/blog/wp-
content/themes/bookingliveblog/themes/bookinglive/images/logo.png",
"height": 60,
"width": 600
}
},
"headline": "Online Booking Systems For The Public Sector",
"datePublished": "2016-08-08T14:59:58+00:00",
"dateModified": "",
"author": {
"@type": "Person",
"name": "Booking Live"
},
"description": "",
"image": {
"@type": "ImageObject",
"url": "https://www.bookinglive.com/blog/wp-content/themes/bookingliveblog/themes/bookinglive/images/logo.png",
"height": 800,
"width": 800
}
}
</script>
![Page 57: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/57.jpg)
Action buttons are also supported in Emails
<script type="application/ld+json">
/*
One Click Action: Confirm Action
https://developers.google.com/gmail/markup/reference/one-click-action#confirm_action
*/
{
"@context": "http://schema.org",
"@type": "EmailMessage",
"description": "Approval request for John's $10.13 expense for office supplies",
"potentialAction": {
"@type": "ConfirmAction",
"name": "Approve Expense",
"handler": {
"@type": "HttpActionHandler",
"url": "https://myexpenses.com/approve?expenseId=abc123"
}
}
}
</script>
![Page 58: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/58.jpg)
Here is a live example from GitHub emails...
http://semanticweb.com/github-adds-schema-org-actions-email-notifications-via-json-ld_b44450
You have mail
Future Action: Pull Request
![Page 59: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/59.jpg)
Summary
![Page 60: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/60.jpg)
Enable JSON-LD via GTM or CMS plugins
Good for... Global JSON-LD 1. Brand Logo 2. Phone Number 3. Social Profiles 4. Site Search 5. OpeningHours 6. Address
Good for... Page Specific JSON-LD 1. News data 2. Product data 3. Review data 4. Breadcrumbs 5. Music & TV Product data 6. Local restaurants
![Page 61: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/61.jpg)
Ping GoogleBot after making changes
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. Or Click submit sitemap.xml in GWT
![Page 62: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/62.jpg)
Waiting for GoogleBot to index
(or check in SEOmoz)
![Page 63: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/63.jpg)
Future actions…
1. Google JSON-LD Validator- try
2. GTM auto config for JSONLD or WP CMS plugins - install
3. Ping GoogleBot via sitemap.xml - submit
![Page 64: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/64.jpg)
Questions (Prizes for Questsion)
GET YOUR SEO-ANALYTICS ASS TO MARS
Future Action: Ask Question
![Page 65: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/65.jpg)
Free “USB stick" for Best Question!
Questions…. bit.ly/wawquestions
![Page 67: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/67.jpg)
Appendix
![Page 68: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/68.jpg)
Free Google Tag manager Guide...
bit.ly/gtmdevguide2
€ FREE
www.amazon.de/Google-Tag-Manager-Developer-Guide-ebook/dp/B00KEC2IOK
Future Action: Download
![Page 69: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/69.jpg)
Detecting pages with "Semantic Markup Detection using
GTM script 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
![Page 70: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/70.jpg)
More links
• https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
• https://builtvisible.com/implementing-json-ld-wordpress/
![Page 71: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/71.jpg)
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 • https://schema.org/docs/actions.html (new)
![Page 72: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/72.jpg)
Video on JSON LD
Very good intro video to JSON-LinkedData
• http://www.youtube.com/watch?v=vioCbTo3C-4
• http://www.youtube.com/watch?v=XXw8g-FbemI
History behind JSON-LinkedData
• http://manu.sporny.org/2014/json-ld-origins-2/
![Page 73: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/73.jpg)
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
![Page 74: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/74.jpg)
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/
![Page 75: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/75.jpg)
But first… “JSON LD playground”
Future Action: Use
playground
![Page 76: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/76.jpg)
Empty page…
bit.ly/winningthewar1
![Page 77: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/77.jpg)
Winning the war examples…
bit.ly/winningthewar2
![Page 78: Supercharging your Organic CTR](https://reader033.fdocuments.us/reader033/viewer/2022050614/587fa66b1a28ab825e8b6fbb/html5/thumbnails/78.jpg)
Winning the war examples…
bit.ly/winningthewar33