seo datalayer 2: your structured sites judgement day
TRANSCRIPT
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Slides: bit.ly/datalayer2
SEO dataLayer2:
Your Structured Sites
Judgement Day
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Welcome Back
Phil Pearce Analytics Freedom Fighter
www.linkedin.com/in/philpearce
Web Analytics
Exchange
mentor
750 GA
questions answered
Tracking
protection
group
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Intro
1. What is JSON-LD?
2. Why is it important? (future actions)
3. How can we reprogram it to our advantage?
4. “Google U” pre-determined actions
5. Winning the War by enabling this markup!
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Timeline to Judgement Day…
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Microdata (aka Rich snippets) in 2011
<div>
<div itemscope itemtype="http://data-vocabulary.org/Review">
<span itemprop="itemreviewed">L’Amourita Pizza</span>
Reviewed by <span itemprop="reviewer">Ulysses Grant</span> on
<time itemprop="dtreviewed" datetime="2009-01-06">Jan 6</time>.
<span itemprop="summary">Delicious, tasty pizza in
Eastlake!</span>
<span itemprop="description">L'Amourita serves up traditional
wood-fired Neapolitan-style pizza,
brought to your table promptly and without fuss. An ideal
neighborhood pizza joint.</span>
Rating: <span itemprop="rating">4.5</span>
</div>
</div>
Better organic CTR!
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Schema.org in 2012 (the mother of JSON-LD)
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Previously, we (Google) only looking at content from the HTTP response and didn't interpret what a typical browser running JavaScript would render.
…When pages that have valuable content rendered by JavaScript started showing up, we weren’t able to let searchers know about this content, which was a sad outcome for both users and webmasters.
In order to solve this problem… we started executing JavaScript.
In the past few months, our indexing system has been rendering a more web pages like an average user’s browser (with JavaScript turned on).
JS-Googlebot indexing JS content 2014
From 8months ago: May-2014 Source: googlewebmastercentral.blogspot.co.uk/2014/05/understanding-web-pages-better.html
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JSON (2015)
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JSON-LD adoption rate 2016
http://trends.builtwith.com/docinfo/JSON-LD
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Timeline to Judgement Day… 1. GoogleNet enables GoogleNow on all android
phones by default.
2. GoogleNet Buys “DeepMind” and 6 robotics companies! Yes 6!!
3. Google invest Uber and self-driving cars.
4. Amazon launches auto-buy which buys stuff it thinks you need (free refunds for false positives)
5. GoogleNet`s Now v2 product launched called "Google U" which take care of… everything & includes predetermined actions
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Timeline to Judgement Day… • GoogleNet starts auto-optmising user-actions
based on UserLifetimeValue. For example…
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GoogleNow + JSON-LD = Predetermined actions
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The end of Free Will…
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Back to the present day…
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Sent back for the Future… Cheatsheets!!
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Here are the JSON LD cheatsheets…
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But first… “JSON LD playground”
Future Action: Use
playground
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Fighting back
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Empty page…
bit.ly/winningthewar1
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Winning the war examples…
bit.ly/winningthewar2
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Winning the war examples…
bit.ly/winningthewar33
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The next page has the following action
Future Action: Watch
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What is JSON-LD video
https://www.youtube.com/watch?v=vioCbTo3C-4 And https://www.youtube.com/watch?v=XXw8g-FbemI#t=251
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<script type="application/ld+json">
{
"@context": "http://schema.org",
"@id": "2356865",
"@type": "Video",
"name": "What is JSON LD",
"potentialAction": [{
"@type": "WatchAction",
"target": "https://www.youtube.com/watch?v=vioCbTo3C-4",
}
</script>
JSON-LD datalayer…
Super-Bad
JS
JS
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... renders JSON-linkedData on SERPs
GoogleNet
GoogleNet
Future Action: Call
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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
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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
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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
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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>
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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>
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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>
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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>
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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>
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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": "Vengaboys",
"image": "http://s1.ticketm.net/tm/en-nz/dam/a/c9b/_76431_EVENT_DETAIL_PAGE_16_9.jpg",
"startDate": "2016-10-28T20:00:00+13:00",
"url": "http://www.ticketmaster.co.nz/?artistid=801989&artistname=Vengaboys",
"location": {"@type": "Place",
"name": "Claudelands Arena",
},
"performer": [{"@type": "MusicGroup",
"name": "Vengaboys",
"sameAs": "http://www.ticketmaster.co.nz/Vengaboys-tickets/artist/801989"
}],
"offers": {"@type": "Offer",
"url": "http://www.ticketmaster.co.nz/?artistid=801989&artistname=Vengaboys"
}
}
</script>
1. MusicEvent 2. TheaterEvent 3. SportsEvent
4. ComedyEvent 5. Festival 6. FoodEvent
Other supported event types include…
Future Action: Buy
Vengaboys
Thu, Nov 28 2016
ticketmaster.co.nz
vengaboys.com
Claudelands Arena Corner of Brooklyn Road and Heaphy Terrace,Claudelands
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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
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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>
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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 41: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/41.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 42: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/42.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 43: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/43.jpg)
New “Kill” action
<script type="application/ld+json">
{
"@context": "http://schema.org",
"potentialAction":
[{
"@type": "MuteAction",
"target": "https://en.wikipedia.org/wiki/Jar_Jar_Binks",
"method": "Slap in face"
},{
"@type": "KillAction",
"target ": "https://en.wikipedia.org/wiki/Jar_Jar_Binks",
"method": "Termation"
}]
}
</script>
Future Action: Kill
Future Action: Mute
![Page 44: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/44.jpg)
Finding JSON…
![Page 45: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/45.jpg)
1. Can be placed anywhere, but I recommend in the <head> with other <meta tags> or next to header dataLayer.
2. If deployed via GTM - I recommend deploying on DOM ready.
Where is JSON LD placed on a page?
JSON-LD data
![Page 46: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/46.jpg)
http://peadig.com/wordpress-plugins/structured-social-profiles/ https://wordpress.org/plugins/structured-social-profiles/
JSON-LD added via Wordpress plugin automatically in <head>
(not tested)
![Page 47: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/47.jpg)
JS testing tool in GWT... www.google.com/webmasters/tools/googlebot-fetch-details?hl=en&siteUrl=xxx
Future Action: Allow robots!
![Page 48: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/48.jpg)
Structure Data Validator (one page at a time)
https://search.google.com/structured-data/testing-tool
![Page 49: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/49.jpg)
Structure Data Validator (Whole site in GWT)
![Page 50: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/50.jpg)
JSON-LD examples…
JSON script are
downloadable
from here:
login:coolgtmstuff
@gmail.com
pw:philrulesgtm6
Import file: bit.ly/winningthewar6
![Page 51: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/51.jpg)
How to install & test…
![Page 52: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/52.jpg)
Files to import...
Test Container
Test Container
![Page 53: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/53.jpg)
Select merge
![Page 54: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/54.jpg)
The Power of Structure mark-up = Robot becomes a goodie
![Page 55: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/55.jpg)
Using Structure mark-up to your advantage in email shots
http://semanticweb.com/github-adds-schema-org-actions-email-notifications-via-json-ld_b44450
You have mail
Future Action: Pull Request
![Page 56: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/56.jpg)
Summary
![Page 57: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/57.jpg)
1. 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
Good for... Page Specific JSON-LD 1. News data 2. Product data 3. Review data 4. Breadcrumbs 5. Music & TV Product data
vs
![Page 58: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/58.jpg)
3. Ping GoogleBot after adding JSONLD
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 59: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/59.jpg)
Future actions…
1. Google JSON-LD Validator- try
2. GTM global JSONLD or CMS page specific JSONLD - install
3. Ping GoogleBot via sitemap.xml - submit
![Page 60: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/60.jpg)
The ability to enable & control
JSONLD users future actions...
...is in your hands!
![Page 61: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/61.jpg)
Questions (Prizes for Questsion)
GET YOUR SEO-ANALYTICS ASS TO MARS
Future Action: Ask Question
![Page 62: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/62.jpg)
![Page 63: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/63.jpg)
MINI-GUN UPGRADES: JSmacro for
"Semantic - Event Markup Detection" 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 64: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/64.jpg)
Note: about Wordpress / Serverside
• Add an ID into <script id="jsonld-review">xxx</script>
https://www.analyticspros.com/blog/tag-management/tracking-semantic-seo-with-google-analytics/
![Page 65: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/65.jpg)
Free resource...
For everyone else... bit.ly/gtmdevguide2
€ FREE
www.amazon.de/Google-Tag-Manager-Developer-Guide-ebook/dp/B00KEC2IOK
Future Action: Download
![Page 66: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/66.jpg)
HTML5 data-tracking-attributes: onclick mark-up standard
Source: http://www.swellpath.com/2014/08/google-tag-manager-events-using-html5-data-attributes/ and this forum post
<a href="#" class="amazingOfferLink" id="amazingOfferLink1"
data-tracking-action="amazingOffer">Click here</a>
![Page 67: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/67.jpg)
HTML5 name Value data-tracking-action click data-tracking-event video
data-tracking-entity component
data-tracking-event-context-id 12345 data-tracking-event-context-category video
data-tracking-event-context-action play data-tracking-event-context-label short circuit video
data-tracking-event-context-value 0 data-tracking-event-context-noninteractive false
HTML5 data-tracking-attributes: onclick mark-up standard
![Page 68: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/68.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)
Official Google help pages
• Musical Artists: Specify your events to Google support.google.com/webmasters/answer/4620133?hl=en
• Companies: Specify your customer service numbers to Google support.google.com/webmasters/answer/4620709?hl=en
• Email markup: JSON-LD developers.google.com/gmail/markup/reference/formats/json-ld developers.google.com/gmail/markup/
![Page 69: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/69.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 70: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/70.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 71: SEO dataLayer 2: Your Structured Sites Judgement Day](https://reader034.vdocuments.us/reader034/viewer/2022050613/5886682b1a28ab7d408b5039/html5/thumbnails/71.jpg)
Other FREE stuff
http://bit.ly/techseoaudit
http://bit.ly/croheatmapaudit
http://bit.ly/cookieaudit