Semantic markup and structured data are awesome, but what it we could make those things even more awesome that we ever imagined? Well, what if I told you we could use tag management tools to track the performance and ROI of structured data? What if I told you, you could start pushing out semantic markup so that your site could earn rich snippets without ever having to actually go into your source code and apply microdata? Well you can! Check out my session at SMX West 2015 to find out how!
2. Implementing semantic analytics
& pushing structured data
Mike Arnesen
Director of Analytics & Optimization
at SwellPath
mike.arnesen@swellpath.com
@mike_arnesen
7. 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
14. A Quick Overview
of Tag Management
1. Tags
2. Rules
3. Macros
@mike_arnesen #SMX
15. Tags
The ones you used to hardcode
Google Analytics Tracking Code
Event Tracking
AdWords Conversion Pixels
Remarketing Tags
Custom HTML/JavaScript
@mike_arnesen #SMX
16. Rules
A rule triggers a tag(s) to fire
Google Analytics Tracking Code
Event tracking
AdWords Conversion Pixels
Remarketing Tags
Custom HTML/JavaScript
Fire when URL = x
Fire when Event = x
Fire when Class = x
Fire when {{macro}} = x
@mike_arnesen #SMX
17. Macros
Variables you can use in tags and rules
Google Analytics Tracking Code
Event tracking
AdWords Conversion Pixels
Remarketing Tags
Custom HTML/JavaScript
Fire when URL = x
Fire when Event = x
Fire when Class = x
Fire when {{macro}} = x
{{tracking IDs}}
{{event values}}
{{lookup tables}}
{{dataLayer variables}}
{{custom JavaScript}}
@mike_arnesen #SMX
21. 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”
27. 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
28. 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
29. A more elegant solution
for a more civilized age.
@mike_arnesen #SMX
60. 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