SEO dataLayer Entity Wars
Agenda
- A possible Dark Future
- Battlefield report: Before vs After
- Arming-up
- Enabling markup (Cheat sheets & templates)
- Shooting range (UI for enabling)
- Testing it worked
- JSONLD Listeners
- 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.
2020: Facebook Network realised that humans need to be abled to ask questions faster so it introduced a cyber enhancement which read human thoughts.The chip advanced human evolution beyond anything we could have imaged, but there was a cost…
The chip had a hidden protocol that allowed humans to be controlled.In 2020 President Trump invoked this protocol and in doing so ended Free will.
Google became an obsolete business model
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 readabledataLayer The name of this mark-up is called…
JSON-LD Corners
Audience Question….
Does Anyone know what the LD stands for in JSON-LD?
LD = Likes Die!
What is JSON-LD video
Benefits of JSON-LD
- Increases organic CTR (Google & Bing)
- Allows for Action buttons when signed-in
- Allows you to leverage offsite markup (via LD)
- Extra organic impressions in card carousal
- Requirement for AMP pages (e.g News markup)
- Allows for contentGroups & remarketing
- Also works in webmail aswell
JSON-LD adoption rate – increasing
Facebook like button adoption – flat growth
Timeline to Entity Day… Ramping up!
| Item | Announcement Date |
|---|---|
| Schema.org v3.3 released | 14-Aug-2017 |
| Google introduces “badges” for image search on Android and mobile result | 1-Aug-2017 |
| Google introduces “enriched search results” | 20-Jun-2017 |
| Google introduces job listings enriched search results | 20-Jun-2017 |
| Google introduces range of author property for Article to include organization | 24-Apr-2017 |
| Google introduces “Similar items” in images search | 10-Apr-2017 |
| Google announces that fact Check is available globally | 7-Apr-2017 |
| Google introduces structured data guidelines for data type”Fact Check” | 6-Apr-2017 |
| Google merchant Center adds JSON-LD support | 28-Mar-2017 |
| Schema.org v3.2 released | 23-Mar-2017 |
| Google introduces rich results for podcasts | 22-Mar-2017 |
| Google renames “Science Datasets” data type to “Datasets” | 23-Feb-2017 |
| Google Structures Data Testing tools adds support for multi-typed entities | 3-Feb-2017 |
| Google saya”profanity and vulgar language” in reviews are “discouraged” | 22-Dec-2016 |
| Google saya”profanity and vulgar language” in reviews are “prohibited” | 15-Dec-2016 |
| Google adds support for the display of product information in image search | 13-Dec-2016 |
| Google adds support for “buy e-book” links in book knowledge graph cards | 3-Dec-2016 |
Schema Markup Generator!
JSON-LD playground
WordPress plugin for JSON-LD
Installation:
- Download the plugin direct from the plugin Page at WordPress.
- Upload the whole plugin floder to your /wp-content/plugins/ folder.
- Go to yhe plugin page and activate the plugin.
- Check all the setting
- Hit Update
Heavy lifting in JS using GTM…
Inline MicroData converted to JSONLD for Courses
JS variables converted to JSONLD for Restaurants
GTM JSON-LD ex. source code
Winning the war examples…
Microdata >> JSON-LD convertor
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
Testing JSON mark-up worked
Structure Data Validator (Whole site in GWT)
Structure Data Validator (one page at a time)
Monitoring changes in Google SERPs
You can already calculate existing Organic CTR using GA sessions / GWT impressions
Rich Cards monitoring
SEOmoz now report on this for your site vs competitors
Incoming transmission
Facebook like buttons auto-enabled listening for JSON-LD!!
How to disable Facebook autoConfig listner
Whitelist of Entities Types
Homepage only
Organization – Logo, Social and Telephone number
Global
WebSite – Search box
Page specific
Page specific
Products Reviews
LocalBusiness – Restaurant
MusicEvent – location
MusicGroup – ListenAction
NewsArticle (AMP requirement)
Review by Expert Author (GoogleNet whitelist)
LocalBusiness – HealthClub – ReserveAction
TheaterEvent – location
TVEpisode – Play/WatchAction
“Kill” action
Its not just about Websites…
Summary
Good for… Global JSON-LD
- Brand Logo
- Phone Number
- Social Profiles
- Site Search
- OpeningHours
- Address
Good for… Page Specific JSON-LD
- News data
- Product data
- Review data
- Breadcrumbs
- Music & TV Product data
- Local restaurants
Ping GoogleBot after making changes
Waiting for GoogleBot to index(or check in SEOmoz)
Future actions…
- Google JSON-LD Validator- try
- GTM auto config for JSONLD or WP CMS plugins – install
- Ping GoogleBot via sitemap.xml – submit
Don’t let… Facebook win in 2020
Support Google`s JSON-LD… now!
Join the Resistance on GooglePlus
Appendix
Free “USB stick” for Best Question!
Blog Link
- moz.com/blog/seo-changes-using-google-tag-manager
- moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
- moz.com/blog/structured-data-for-seo-2
- moz.com/blog/using-google-tag-manager-to-dynamically-generate-schema-org-json-ld-tags
- 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
- schema.org/docs/actions.html
- builtvisible.com/micro-data-schema-org-guide-generating-rich-snippets/
Testing Tools
JSON-LD playground & validation tools:
json-ld.org
technicalseo.com/seo-tools/schema-markup-generator/
Google mark-up Tester
search.google.com/structured-data/testing-tool (phone numbers)
www.google.com/webmasters/markup-tester/ (email)
Links
http://www.simoahava.com/analytics/enrich-serp-results-using-gtm/
http://rdf.greggkellogg.net/distillerhttps://developers.google.com/structured-data/testing-tool/
http://search4phil.com/_testing_script/____json_ld/json-ld-test.html
https://developers.google.com/schemas/release-noteshttp://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)
- Create Yandex Account
- 2.Then go to yanex metrica and create a “counter” account
- 3.Replace 99999 accountID with your accountID in the variable
Planning JSON implantation Global vs Page specific
Global
- Brand Logo
- Phone Number
- Social Profiles
- Site Search
- OpeningHours
- Address
Page Specific
- News data
- Product data
- Review data
- Breadcrumbs
- Music & TV Product data
- Local restaurants
Implementation Method summary
