Supercharging your Organic CTR

Slides: bit.ly/supercharge-ctr
Supercharging your
Organic CTR

Welcome
Phil Pearce
SEO & GA Analyst
www.linkedin.com/in/philpearce
Web Analytics
Exchange
mentor
750 GA
questions answered
Tracking
protection
group

Agenda
1. What is the new mark-up (JSON-LD)
2. Why should I enabling this (i.e. benefits)?
– Examples
3. Which method should I use to enable?
– WP plugins vs Google Tag Manger injection
4. How do I test & validate it?
– Single page tests
– Sitewide tests

Questions
bit.ly/wawquestions
I will answer at the end

Schema.org (precursor to JSON-LD)
Lets talk about...

Microdata & RDFa (Original Rich snippets)
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">Kenmore White 17" Microwave</span>
<img itemprop="image" src="kenmore-microwave-17in.jpg" alt='Kenmore 17" Microwave' />
<div itemprop="aggregateRating"
itemscope itemtype="http://schema.org/AggregateRating">
Rated <span itemprop="ratingValue">3.5</span>/5
based on <span itemprop="reviewCount">11</span> customer reviews
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">

<span itemprop="priceCurrency" content="USD">$</span><span
itemprop="price" content="1000.00">1,000.00</span>
<link itemprop="availability" href="http://schema.org/InStock" />In stock
</div>
Product description:
<span itemprop="description">0.7 cubic feet countertop microwave.
Has six preset cooking categories and convenience features like

Pictures & Differentiation = Increased Organic CTR!

Microdata (Original Rich snippets)
<div itemscope itemtype="http://schema.org/Product">
<span itemprop="name">Kenmore White 17" Microwave</span>
<img itemprop="image" src="kenmore-microwave-17in.jpg" alt='Kenmore 17" Microwave' />
<div itemprop="aggregateRating"
itemscope itemtype="http://schema.org/AggregateRating">
Rated <span itemprop="ratingValue">3.5</span>/5
based on <span itemprop="reviewCount">11</span> customer reviews
</div>
<div itemprop="offers" itemscope itemtype="http://schema.org/Offer">

<span itemprop="priceCurrency" content="USD">$</span><span
itemprop="price" content="1000.00">1,000.00</span>
<link itemprop="availability" href="http://schema.org/InStock" />In stock
</div>
Product description:
<span itemprop="description">0.7 cubic feet countertop microwave.
Has six preset cooking categories and convenience features like
Better organic CTR!

Skiing Ma with action buttons
JSON-LD

Action buttons = even higher Organic CTR
(especially for logged-in users)
Loggedin as Skiing Ma

{
"@type": "Restaurant",
"name": "Dave's Vegetarian Pizza",
"url": "http://www.example.com/restaurant-locations/manhattan",
"menu": "http://www.example.com/menu",
"potentialAction": {
"@type": "OrderAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://www.example.com/daves-cafe-new-york"
},
}
"telephone": "+12122459600"
}
</script>
JSON-LD action button example...

Call actions on the right hand side
Super Gran
Super Gran
Potential
Action:
Call

Actions in main results
Potential Action:
Watch

Google Video
• https://www.youtube.com/watch?v=XXw8g-FbemI&t=214
• https://www.youtube.com/watch?v=L9BqE01SLeE

Monitoring Improvements
Before vs After

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

SEOmoz now report on this for your site vs competitors

JSON-LD reports per vertical
are also available on BuiltWith
http://trends.builtwith.com/docinfo/JSON-LD

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

Live example of GTM output
bit.ly/winningthewar33

GTM JSON-LD example source code…
JSON script are
downloadable
from here:
login:coolgtmstuff
@gmail.com
pw:philrulesgtm7
Auto config import file:

WARNING: For GTM Select merge
(not overwrite)

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

Very good post...
https://builtvisible.com/implementing-json-ld-wordpress/

GTM ProTip: Changing from DataLayer to
JSONLD piggybacking...

+
bit.ly/single-tag
GTM DataLayer JSONLD schema
JSONLD schema
Mapped to GTM
datalayer via
JS variables

For Wordpress or Serverside
implementation pls add ID to
scripts to make it easier to enable
GA enhanced ecommerce...
<script id="JSONLD-review1">xxx</script>
https://www.analyticspros.com/blog/tag-management/tracking-semantic-seo-with-google-analytics/
bit.ly/single-tag

Organization – Logo, Social and Telephone number
{
"@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
Global

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
Global

WebSite – Search box
{
"@type": "WebSite",
"url": "http://yourdomain.com/",
"@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

JSON ld cheatsheet

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.

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

Structure Data Validator (Whole site in GWT)

Rich Cards Validator – Recipes only

AMP also requires JSONLD
for BlogPosting & NewsArticle
/* 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>

Action buttons
are 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

Questions (Prizes for Questsion)
GET YOUR SEO-ANALYTICS
ASS TO MARS
Future Action:
Ask Question

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

FREE seo audit template
bit.ly/techseoaudit

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

Detecting pages with
"Semantic Markup Detection using
GTM script
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

More links
• https://moz.com/blog/using-google-tag-
manager-to-dynamically-generate-schema-
org-json-ld-tags
• https://builtvisible.com/implementing-json-ld-
wordpress/

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

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/

But first… “JSON LD playground”
Future Action:
Use
playground

Empty page…

Winning the war examples…

Microdata >> JSON-LD convertor

Supercharging your Organic CTR

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