As part of the panel on "25 Smart Examples of Structured Data You Can Use", I'm presenting ways you can implement and track (a commonly overlooked piece) structured data and semantic markup. This is a preview! The whole thing will be live on October 1st.

1. and track structured data 8
More Ways to Implement

2. Download
bit.ly/semantic-hobbit

3. Mike Arnesen
Director of Analytics & Optimization
at SwellPath
google.com/search?mike+arnesen
@mike_arnesen #SMX | #22A

4. <div itemscope itemtype="http://schema.org/Event">
<div itemprop="performer" itemscope itemtype="http://
Yes, it validates.
schema.org/Person">
<h1 itemprop="name" >
Mike Arnesen
</h1>
<h2 itemprop="jobTitle" >
Director of Analytics & Optimization
</h2>
<h3 itemprop="worksFor" >
SwellPath
</h3>
<a itemprop="url" href="google.com/search?q=mike
+arnesen">Find me on Google</a>
<img src="/headshot.jpg" itemprop="image" />
<span itemprop="brand" >@mike_arnesen</span>
</div>
#<span itemprop="name" >SMX</span>
#<span itemprop="subEvent">22A</span>
<meta itemprop="startDate" content="2014-10-01">
<meta itemprop="location" content="NYC" />
</div>

5. Audit & Discovery
Let’s see what we have here
@mike_arnesen #SMX | #22A

6. Use analytics to identify
prime targets for improvement.
@mike_arnesen #SMX | #22A

7. Don’t forget Screaming Frog!
@mike_arnesen #SMX | #22A

8. Implementation
Develop and execute your plan
@mike_arnesen #SMX | #22A

9. What content on your site is important?
Articles
Products
Navigation
Events
Recipes
Places & Addresses
Organizations
Reviews
Ratings
Comments
Videos
Dates & Times
People
Relationships
Books
Answers
Diets
Movies
TV Episodes
Exercise Plan
Paintings & Sculptures
Bus Trips & Flights
Services
Medical Conditions/Treatments
@mike_arnesen #SMX | #22A

10. What content on your site is important?
Trick question! It’s all important!
Articles
Products
Navigation
Events
Recipes
Places & Addresses
Organizations
Reviews
Ratings
Comments
Videos
Dates & Times
People
Relationships
Books
Answers
Diets
Movies
TV Episodes
Exercise Plan
Paintings & Sculptures
Bus Trips & Flights
Services
Medical Conditions/Treatments
@mike_arnesen #SMX | #22A

11. Build templates & guides
<span xmlns:v="http://rdf.data-vocabulary.org/#">
<span typeof="v:Breadcrumb">
<a href="/" rel="v:url" property="v:title" itemprop="breadcrumb">
Home
</a>
</span> »
<span typeof="v:Breadcrumb">
<a href=”/blades/" rel="v:url" property="v:title" itemprop="breadcrumb">
Blades
</a>
</span> »
<span typeof="v:Breadcrumb">
<a href="/blades/broad-swords/" rel="v:url" property="v:title" itemprop="breadcrumb">
Broad Swords
</a>
</span>
</span>
@mike_arnesen #SMX | #22A

12. <div itemscope itemtype="http://schema.org/Product" >
<h1 itemprop="name">Glamdring</h1>
<img src="/images/glamdring-high-res.png" itemprop="image" />
<p itemprop="description">Glamdring was used in battle only twice in the First Age; Turgon
wielded Glamdring in the Nirnaeth Arnoediad, and in the Fall of Gondolin. For over 6,000
years it went missing, surviving the War of Wrath, until Gandalf (and company) found it
(along with Sting and Orcrist) in the trolls' cave in The Hobbit and claimed it for himself.
</p>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer" >
<span itemprop="price">40</span>
<span itemprop="priceCurrency" content="XAU">
<link itemprop="availability" href="http://schema.org/InStock" />In stock
</div>
<h3>Related Blades</h3>
<div itemprop="isRelatedTo" itemscope itemtype="http://schema.org/Product" >
<a itemprop="url" href="/blades/orcist/">
<span itemprop="name" >Orcist</span>
</a>
- <span itemprop="offers" itemscope itemtype="http://schema.org/Offer" >
<span itemprop="price">35</span><span itemprop="priceCurrency" content="XAU”>
</span>
</div>
Build templates & guides
for all of your content types
@mike_arnesen #SMX | #22A

13. Events
Decide which events matter to you
@mike_arnesen #SMX | #22A

14. Create a Tag:
@mike_arnesen #SMX | #22A

15. Create a Tag:
to send data to Google Analytics
@mike_arnesen #SMX | #22A

16. to send data to Google Analytics
with meaningful values
@mike_arnesen #SMX | #22A

17. to send data to Google Analytics
with meaningful values
@mike_arnesen #SMX | #22A

18. Start Tracking
Set tag manager to listen for structured data
@mike_arnesen #SMX | #22A

19. One RULE to rule…
you know the rest
@mike_arnesen #SMX | #22A

20. One RULE to rule…
you know the rest
@mike_arnesen #SMX | #22A

21. Custom JavaScript Macro:
@mike_arnesen #SMX | #22A

22. Custom JavaScript Macro:
Detect schema.org markup on page
@mike_arnesen #SMX | #22A

23. Creation order & naming conventions
for Macros, Rules, & Tags
Create Macros:
• Semantic – {Type} Markup Detection
• Semantic – {Type} {Property}
Create Rules:
• Semantic - Has {Type} Markup Rule
Create Tags:
• Semantic – {Type} Markup Analytics Event
@mike_arnesen #SMX | #22A

24. Groupings
Keep track of each group
@mike_arnesen #SMX | #22A

25. Set up dynamic content grouping
in Google Tag Manager
@mike_arnesen #SMX | #22A

26. …via a Macro with a Lookup Table
@mike_arnesen #SMX | #22A

27. Goals
Decide what you need to accomplish
@mike_arnesen #SMX | #22A

28. Create a goal to track the performance
of all structured data on your site
@mike_arnesen #SMX | #22A

29. Watch the crawl
Using webmaster tools
@mike_arnesen #SMX | #22A

30. Keep monitoring Google’s crawling
to ID missing data or errors.
@mike_arnesen #SMX | #22A

31. All Powerful Search
One sitelink to rule them all
@mike_arnesen #SMX | #22A

32. Create a custom HTML Tag in GTM
and simply deliver!
@mike_arnesen #SMX | #22A

33. Create a custom HTML Tag in GTM
and simply deliver!
@mike_arnesen #SMX | #22A

34. How to Implement & Track
your structured data
@mike_arnesen #SMX | #22A

35. How to Implement & Track
your structured data
1. Audit and rediscover your content
2. Strategize and implement
3. Enable tracking of structured data in GA
4. Set up and record analytics events
5. Create itemtype-based groups for content
6. Set up goals to monitor structure data ROI
7. Continue to watch the crawl
@mike_arnesen #SMX | #22A

36. Download
bit.ly/semantic-hobbit
@mike_arnesen #SMX | #22A

37. Thank you!
Mike Arnesen
Director of Analytics & Optimization
at SwellPath
google.com/search?mike+arnesen
Download: bit.ly/semantic-hobbit
@mike_arnesen #SMX | #22A