![Page 1: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/1.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
For Fun and Profit
Implementing &
Tracking Semantic
Markup with Google
Tag Manager
![Page 2: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/2.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Why Semantic Markup?
![Page 3: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/3.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
The Case for Semantic Markup
![Page 4: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/4.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Rich Snippets
![Page 5: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/5.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Rich Cards
On mobile results and the Google Search app.
![Page 6: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/6.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Entity Extraction
![Page 7: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/7.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Structured Data Developments
New version of schema.org released!
http://schema.org/version/3.3/
![Page 8: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/8.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Job rich snippets and occupation structured data
Structured Data Developments
![Page 9: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/9.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Google now recommends JSON-LD for Merchant Center.
support.google.com/merchants/answer/7331077
Structured Data Developments
![Page 10: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/10.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Podcast structured data!For Google Home andSearch App only.
RSS 2.0, not JSON-LD
or inline microdata
Structured Data Developments
![Page 11: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/11.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Structured data for paywalled content (RIP First Click Free).
developers.google.com/search/docs/data-types/paywalled-content
Structured Data Developments
![Page 12: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/12.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Early signs that Bing will support JSON-LD!
Structured Data Developments
![Page 13: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/13.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Key Structured Data Eventsbit.ly/sdataevents
Aaron Bradley (@aaranged)
You're welcome.
Structured Data Developments
![Page 14: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/14.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Voice Search
![Page 15: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/15.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
JSON-LD vs. Inline
![Page 16: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/16.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
JSON-LD Markup
![Page 17: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/17.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Inline Markup
![Page 18: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/18.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Inline Markup is Easy to Break
We can fix this!
![Page 19: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/19.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Meet ItemRef & ItemId
moz.com/blog/search-marketers-guide-to-itemref-itemid
![Page 20: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/20.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
We Can Fix This!
But should we?
![Page 21: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/21.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
The Case for JSON-LD
![Page 22: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/22.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Superior Organization
![Page 23: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/23.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Hard Coding is Problematic
![Page 24: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/24.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Why Inline Might Still Matter
![Page 25: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/25.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Is JSON-LD
Going the Way
of Google Authorship?
searchengineland.com/google-authorship-dead-author-rank-202254
![Page 26: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/26.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
How to Implement
![Page 27: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/27.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Static JSON-LD
![Page 28: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/28.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Static JSON-LD
![Page 29: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/29.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Static JSON-LD
![Page 30: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/30.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
https://moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
![Page 31: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/31.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
![Page 32: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/32.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
![Page 33: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/33.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
![Page 34: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/34.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
![Page 35: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/35.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
![Page 36: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/36.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
![Page 37: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/37.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
![Page 38: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/38.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
![Page 39: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/39.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Breaking It Down
![Page 40: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/40.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
![Page 41: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/41.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Dynamic JSON-LD
![Page 42: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/42.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
The Upside of Dynamic JSON-LD
Unlimited power & extreme flexibility
![Page 43: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/43.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
The Downside of Dynamic JSON-LD
It takes some persistence at first
![Page 44: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/44.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Gets picked up like the inline markup you know and love!
GTM Markup in GSC
![Page 45: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/45.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Extending the Idea:
Using GTM as a Proto-CMS
All the Names
![Page 46: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/46.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Extending the Idea:
Using GTM as a Proto-CMS
All the Venues
![Page 47: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/47.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Extending the Idea:
Using GTM as a Proto-CMS
All the Dates
![Page 48: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/48.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Extending the Idea:
Using GTM as a Proto-CMS
Fire on all event pages,
pulling "CMS" data each time.
![Page 49: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/49.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
No
Easy source
code changes?Website changes
frequently?
Website
changes
frequently?
Implementation Flow Chart
Need Structured Data
JSON-LD via GTM
Static JSON-LD
JSON-LD via CMSMicrodata via CMS
Hardcoded Microdata
Is Google the
main concern?
(les
s)
Tim
e/M
on
ey
(mo
re)
![Page 50: TechSEO Boost 2017: Implementing and Tracking Semantic Markup with Google Tag Manager](https://reader033.vdocument.in/reader033/viewer/2022050613/5a650c997f8b9af5298b48f5/html5/thumbnails/50.jpg)
Mike Arnesen | @mike_arnesenRuth Burr Reedy | @ruthburr
#TechSEOBoost
Thank You!
Further Reading & Resourcesupbuild.io/techseoboost