SEO dataLayer 2: Entity Wars

Slides: bit.ly/datalayer2
SEO dataLayer2:
Entity Wars

Welcome Back
Phil Pearce
Analytics Freedom Fighter
www.linkedin.com/in/philpearce
Web Analytics
Exchange
mentor
750 GA
questions answered
Tracking
protection
group

Agenda
1. A possible Dark Future
2. Battlefield report: Before vs After
3. Arming-up
1. Enabling markup (Cheat sheets & templates)
2. Shooting range (UI for enabling)
3. Testing it worked
4. JSONLD Listeners
5. A new future

Everyone thought Google was the Bad guy…

2020: Facebook Network introduce a
new search engine called Mercury, it
used Machine Learning & Facebook`s
database to return the perfect
answer to any question.

Google became an obsolete business model
It did`nt have access to the rich structured user & content data stored
in Facebooks proprietary database.
Google was missing a semantic understanding layer.

Realising its mistake, Google sent
a machine readable data
alternative back in time

I`m here to Arm you
with the tools you
will need to enable
machine readable
dataLayer
The name of this
mark-up is called…

What is JSON-LD video
https://www.youtube.com/watch?v=vioCbTo3C-4
And https://www.youtube.com/watch?v=XXw8g-FbemI#t=251

Does Anyone know what the
LD stands for in JSON-LD?
Audience Question….

Benefits of JSON-LD
1. Increases organic CTR (Google & Bing)
2. Allows for Action buttons when signed-in
3. Allows you to leverage offsite markup (via LD)
4. Extra organic impressions in card carousal
5. Requirement for AMP pages (e.g News markup)
6. Allows for contentGroups & remarketing
7. Also works in webmail aswell

JSON-LD adoption rate - increasing
http://trends.builtwith.com/docinfo/JSON-LD

Facebook like button adoption - flat growth

bit.ly/entity-day
Timeline to Entity Day… Ramping up!

“Schema Markup Generator”
Future Action:
Use
playground
technicalseo.com/seo-tools/schema-markup-generator/

“JSON-LD playground”
Future Action:
Use
playground
json-ld.org/playground/

http://peadig.com/wordpress-plugins/structured-social-profiles/
https://wordpress.org/plugins/structured-social-profiles/
Wordpress plugin for JSON-LD

1. Inline MicroData converted to JSONLD for Courses
bit.ly/rdfa-to-jsonld
2. JS variables converted to JSONLD for Restaurants
bit.ly/js-to-jsonld
Heavy lifting in JS using GTM…

GTM JSON-LD example source code…
JSON script are
downloadable
from here:
login:coolgtmstuff
@gmail.com
pw:philrulesgtm8
Auto config import file:
bit.ly/winningthewar6

Winning the war examples…

2. Microdata >> JSON-LD convertor

https://www.schemaapp.com/schema-markup-automation/
https://www.schemaapp.com/?wvideo=jz49i69b7p
Of if you are really F**king lazy & don’t want to do
any work… (automatic method)

Pro Tip… there is a bug in GTM on
when using special characters
Don’t use…
Use this instead…

Pro Tip… there is a bug in GTM on
when using special characters
Use this instead…

Structure Data Validator (Whole site in GWT)

Structure Data Validator (one page at a time)
https://search.google.com/structured-data/testing-tool

Monitoring changes in Google SERPs…

You can already calculate existing Organic CTR
using GA sessions / GWT impressions

SEOmoz now report on this for your site vs competitors

Facebook like buttons auto-enabled listening for
JSON-LD!!

How to disable Facebook autoConfig listner…
fbq("set", "autoConfig", false, "99999999999" );

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
Homepage only

Person
{
"@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
Homepage only

WebSite – Search box
{
"@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

Breadcrumbs

{
"@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

NewsArticle

{
"@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": {
"name": "Google",
"logo": {
"url": "https://www.newscorp.com/logo.jpg",
"width": 600,
Page specific

Products

{
"@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": {
"name": "Executive Objects"
}
}
}
</script>
Page specific

Products Reviews

{
"@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"
Page specific

Review by Expert Author (GoogleNet whitelist)

{
"@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"
}
Page specific

LocalBusiness - Restaurant

{
"@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": {
"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"
],
Page specific

LocalBusiness - HealthClub - ReserveAction

{
"@type": "HealthClub",
"name": "Dave's House of Yoga",
"image": "http://daveshouseofyoga.example.com/yoga.jpg",
"url": "http://daveshouseofyoga.example.com/",
"telephone": "+14085551135",
"@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": {
"streetAddress": "3986 Rivermark Pkwy",
Page specific

MusicEvent - location
<!– https://developers.google.com/search/docs/guides/mark-up-listings#mark_up_event_listings -->
<script type="application/ld+json">{
"@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": {
"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": [{
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

TheaterEvent - location

{
"@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",
"price": "7.50",
"availability": "http://schema.org/InStock"
},{
"@type": "AggregateOffer",
"name": "Lower Gallery",
"url": "https://tickets.shakespearesglobe.com/performances.asp?PerIndex=287339",
"lowPrice": "17.50",
"highPrice": "44.50",
"availability": "http://schema.org/LimitedAvailability"
}
],
Future Action:
Buy
Page specific

MusicGroup - ListenAction

{
"@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.",
"@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"
}
}
}
Page specific

TVEpisode - Play/WatchAction

{
"@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": {
Page specific

NewsArticle
(AMP requirement)
/* http://developers.google.com/search/docs/data-types/articles */
{
"@type": "BlogPosting",
"mainEntityOfPage": "https://www.bookinglive.com/blog/online-booking-systems-for-the-public-sector/",
"publisher": {
"name": "BookingLive Blog",
"logo": {
"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": {
"url": "https://www.bookinglive.com/blog/wp-content/themes/bookingliveblog/themes/bookinglive/images/logo.png",
"height": 800,
"width": 800
}
}
</script>
Page specific

“Kill” action
{
"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": "Terminate"
}]
}
</script>
Future Action:
Kill
Future Action:
Slap in face
Page specific

JSON ld cheatsheet

Its not just about Websites…

Action buttons
also supported in Emails
/*
One Click Action: Confirm Action
https://developers.google.com/gmail/markup/reference/one-click-action#confirm_action
*/
{
"@type": "EmailMessage",
"description": "Approval request for John's $10.13 expense for office supplies",
"@type": "ConfirmAction",
"name": "Approve Expense",
"handler": {
"@type": "HttpActionHandler",
"url": "https://myexpenses.com/approve?expenseId=abc123"
}
}
}
</script>

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

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

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

Waiting for GoogleBot to index
(or check in SEOmoz)

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

Don’t let… Facebook win in 2020

Support Google`s JSON-LD… now!

Join the Resistance on GooglePlus
bit.ly/join-the-resistance

Free “USB stick" for Best Question!
Questions….
bit.ly/wawquestions

FREE seo audit template
bit.ly/techseoaudit

Free resource...
For everyone else...
bit.ly/gtmdevguide2
€ FREE
www.amazon.de/Google-Tag-Manager-Developer-Guide-ebook/dp/B00KEC2IOK
Future Action:
Download

More links
• https://moz.com/blog/using-google-tag-
manager-to-dynamically-generate-schema-
org-json-ld-tags
• https://moz.com/blog/structured-data-for-
seo-2
• https://moz.com/blog/using-google-tag-
manager-to-dynamically-generate-schema-
org-json-ld-tags

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)

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/

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

Free robot tracking via noscipt
+ session recording (like clicktale)
Yandex metric [config file]
bit.ly/yandexmetricagtm
or bit.ly/yandexmetricagtmV1
1. Create Yandex Account
2. Then go to yanex metrica and create a “counter” account
3. Replace 99999 accountID with your accountID in the
variable
Note: Yandex Metrica uses pageviews for crawl discovery

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.

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

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

SEO dataLayer 2: Entity Wars

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