Structured Data Implementation, MREIDs, and More at SMX Advanced 2018

#SMX #14A @mike_arnesen
Structured data implementation & other exciting hacks
Now with
25% more
JavaScript!

Fun facts about Mike:
 Types Dvorak; not Qwerty
 Broken clavicle from stage diving
 Almost failed public speaking

main areas
Let’s talk
about three

Which one is right for you?

Semantic SEO’s next evolution

To prepare for what’s to come

Going head-to-head
Implementation
Methods

Let’s put them head-to-head
Implementation
with Hardcoded Structured Data

Universally understood.
Takes a lot of work to implement & maintain.
Original Source
Marked Up Source
Digestible Data

Pretty solid when you build it. Extremely limiting long-term.

“Inline Semantic Markup No Longer” — goo.gl/fM2Fe8
#SMXInsights
Inline structured data
& microdata markup
are dying.
“

For when you just want it done fast.
Implementation
with Structured Data Plugins

Success is dependent on availability for your CMS and
the creator predicting your structured data needs.

JSON-LD = JavaScript Object Notation for Linked Data
#SMXInsights
The Future is written in
JavaScript Object Notation.
“

JSON-LD. My recommendation. Also, Google’s.
Implementation
with Handwritten JSON-LD

Write a valid JSON-LD script. Insert anywhere and save.
Update as needed.
JSON-LD Block
Original Source
Digestible Data

We can do better.
Implementation
with Dynamic JSON-LD with GTM

Use custom variables in GTM to
grab fresh data off your page.
Webpage
Source
GTM Variable

Not only is this fresh. It scales!
Source
GTM Variable
Webpage

Use advanced JavaScript functions
to parse and process on-page data.
Webpage
Source
GTM Variable

Finally, a custom GTM tag assembles the variables
and adds JSON-LD to the page!
GTM HTML Tag
Digestible Data

GTM HTML Tag
Digestible Data
We’re gonna have to
break this down!

Immediately Invoked Function Expression
Everything is nice and contained
This is a little IIFE.
:ba-dum-tiss:

All the data points are stored in a JS array object.
This is not JSON-LD yet!
Our standard JSON-LD
block, almost.

This creates a new DOM element to work with.
Create a new script tag.

Set the script’s type.
I declare you…JSON!

JSON.stringify() is a JavaScript method
that converts JS data into readable JSON.
:waves wand:
Voilà! JSON!

Find the <head> tag, then add
the whole thing as a tag nested within it.
Let’s add this to
the page already!

GTM harvests on-page data, assembles it as JSON-LD, and
delivers to your front-end for Google to crawl.

To make your life easier!
Implementation
with Dynamic JSON-LD with GTM

For every data point,
set a value in GTM based on the URL.
GTM Lookup Tables

Pick the best method for your situation.

But, wait there’s more.
Implementation
with Dynamic JSON-LD with
your CMS, a dataLayer, & GTM

But the only good implementation is one that works for you.
#SMXInsights
JSON-LD powered by a CMS
+dataLayer+GTM
implementation
is the gold standard.
“

This is another
complicated one.

Have your CMS insert and fill out
a dataLayer array above your GTM tag.
Let your CMS
do the work!

Create dataLayer variables with the same name
used in your dataLayer (in the source code).
GTM dataLayer vars
collect all of it!

From here, it’s the same process as before
just using different, more reliable, GTM variables.
Then GTM
puts it together.

Structured DataTestingTool
goo.gl/kUzgVk
Bing MarkupValidator
goo.gl/6KN3DX
Rich ResultsTestingTool
goo.gl/R7ktBg & goo.gl/46y3gG (bookmarklet)

Meet engines where they’re going.
Machine-Readable IDs
The Next Evolution
of Semantic Entity Data

Entity numbers in search — goo.gl/JCKF8L
Destroy Ambiguity
Leave no entity
up to interpretation

#SMXInsights
Destroy ambiguity by
linking your entities to their
machine-readable entity IDs.
“

How to
connect with your
machine-readable entity ID
sameAs yourself!

upbuild.io/getMREID
Bookmarklet

Get the bookmarklet at upbuild.io/getMREID
To get your MREID,
click the bookmark or
run the code in console.

The ID is also written to the console log.
Watch the
MREID appear!

Add the MREID and Wikipedia as a sameAs object.
Drop it into
your JSON-LD!

sameAs yourself on-page to reinforce the connection.
Just to
be safe

Get EntityLink.js at upbuild.io/smx-advanced
Define your
variables.

No need to modify. Only uses Wikipedia URL if provided.
This creates the
inline markup.

(Optional) Write custom RegEx to catch name variations.
Generates RegEx to search
and replace your entity name.

Requires jQuery. Make sure it’s available!
Updates all entity references
within <p> tags!

sameAs yourself
New Data Types
to look into this year

Getting into Google’s Job Search is surprisingly easy.
Job Postings

RSS 3.0, not JSON-LD or microdata.
Podcasts

Use CSS selectors to indicate what’s paid!
Paywalled Content

http://schema.org/HowTo — For recipes and general use cases.
HowTo

developers.google.com/search/docs/data-types/recipe
Recipes

Recently added and expanded.
FunTypes
schema.org/TouristAttraction schema.org/PublicToilet

It’s still important. Use it.
OpenGraph Markup

Few investments will have a greater return this year.
Challenge
Learn more JavaScript

JSON-LD is becoming the
language of search.
JavaScript is becoming the language
of the web.

#SMXInsights
As JS has become the
language of the web,
JSON-LD is becoming the
language of search.
“

upbuild.io/SMX-advanced
mikearnesen.com/now

LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

Structured Data Implementation, MREIDs, and More at SMX Advanced 2018

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (19)

Similaire à Structured Data Implementation, MREIDs, and More at SMX Advanced 2018

Similaire à Structured Data Implementation, MREIDs, and More at SMX Advanced 2018 (20)

Plus de Mike Arnesen

Plus de Mike Arnesen (14)

Dernier

Dernier (20)

Structured Data Implementation, MREIDs, and More at SMX Advanced 2018