SMX Advanced 2015 - Semantic Entities
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#SMX #13a @mike_arnesen Search Entity Analytics SMX Advanced 2015
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Transcript of SMX Advanced 2015 - Semantic Entities
#SMX #13a @mike_arnesen
Search Entity AnalyticsSMX Advanced 2015
#SMX #13a @mike_arnesen
Search Entity Analytics
SMX Advanced 2015
Mike Arnesen Founder & CEO of UpBuild @mike_arnesen | upbuild.io
#SMX #13a @mike_arnesen
SEO | Analytics | CRO
#SMX #13a @mike_arnesen
Strings or Things?
It’s time to decide
#SMX #13a @mike_arnesen
Which one? Which one? Which one?
Which one?
#SMX #13a @mike_arnesen
String-based Search has always been a cop-out.
Entities are Everything
#SMX #13a @mike_arnesen
Subject-Predicate-Object
Triples
up
S-P-O credit: http://www.slideshare.net/jennyhalasz/content-traininghalasz
#SMX #13a @mike_arnesen
Dude-Wears-Startup Shirt
Triples
dudesinstartupshirts.tumblr.com
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is focusing more & more on entities.
Search Engine Indexing
#SMX #13a @mike_arnesen
should also be entity-centric.
Web Analytics & SEO Measurement
#SMX #13a @mike_arnesen
/products/XY108/
This URL received 1,500 visits.
The “Tried and True”?
#SMX #13a @mike_arnesen
PRODUCT{NAME:Star Wars Box Set, PRICE:59.99, AVAILABILITY:InStock}
PRODUCT{NAME:Star Wars Box Set, PRICE:59.99, AVAILABILITY:Backordered}
This PRODUCT ENTITY received 1,500 visits but had the best conversion rate when it was priced lower yet backordered.
A New Approach
#SMX #13a @mike_arnesen
We can figure this out
Entity Analytics
#SMX #13a @mike_arnesen
Intro to Tag Management
#SMX #13a @mike_arnesen
Intro to Tag Management
#SMX #13a @mike_arnesen
Intro to Tag Management
#SMX #13a @mike_arnesen
Intro to Tag Management
#SMX #13a @mike_arnesen
Intro to Tag Management
#SMX #13a @mike_arnesen
#SMX #13a @mike_arnesen
Semantic Analytics
“ Applying the principles of the semantic web to your analytics & data collection methodology. ”
moz.com/blog/semantic-analytics
#SMX #13a @mike_arnesen
Walk-Through
1. Tags
2. Rules
3. Macros
#SMX #13a @mike_arnesen
Walk-Through
1. Macros
2. Rules
3. Tags
#SMX #13a @mike_arnesen
Walk-Through
#SMX #13a @mike_arnesen
Walk-Through
#SMX #13a @mike_arnesen
Walk-Through
TYPE{PROP:value, PROP:value}
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Walk-Through
#SMX #13a @mike_arnesen
Walk-Through
#SMX #13a @mike_arnesen
Walk-Through
#SMX #13a @mike_arnesen
Making it Scalable
#SMX #13a @mike_arnesen
Making it Scalable
#SMX #13a @mike_arnesen
Making it Scalable
#SMX #13a @mike_arnesen
The Magic is in the JSON
#SMX #13a @mike_arnesen
The Magic is in the JSON
#SMX #13a @mike_arnesen
The Magic is in the JSON
#SMX #13a @mike_arnesen
The Magic is in the JSON
#SMX #13a @mike_arnesen
The Magic is in the JSON
#SMX #13a @mike_arnesen
Semantic Analytics via dataLayer
#SMX #13a @mike_arnesen
Semantic Analytics via dataLayer
#SMX #13a @mike_arnesen
Semantic Analytics via dataLayer
#SMX #13a @mike_arnesen
Semantic Analytics via dataLayer
#SMX #13a @mike_arnesen
JSON-LD from dataLayer via GTM
#SMX #13a @mike_arnesen
JSON-LD from dataLayer via GTM
#SMX #13a @mike_arnesen
JSON-LD from dataLayer via GTM
#SMX #13a @mike_arnesen
JSON-LD from dataLayer via GTM
#SMX #13a @mike_arnesen
Rich Snippets in Search
without having to markup content!
#SMX #13a @mike_arnesen
All set!It’s like being on autopilot
#SMX #13a @mike_arnesen
Don’t Track SEO
MOVE BEYOND SEO
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Focus on ENTITY analysis
Entities are Everything
#SMX #13a @mike_arnesen
Focus on ENTITY performance
Entities are Everything
#SMX #13a @mike_arnesen
Focus on ENTITY optimization
Entities are Everything
#SMX #13a @mike_arnesen
Get Started
http://bit.ly/semantic-gtm
Making the world a better place through enabling semantic entity analysis
within web analytics SaaS platforms.
#SMX #13a @mike_arnesen
Search Entity Analytics
SMX Advanced 2015
Mike Arnesen Founder & CEO of UpBuild @mike_arnesen | upbuild.io
