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How to add schema markup to your site using Google Tag Manager - Search Engine Land

How to add schema markup to your site using Google Tag Manager - Search Engine Land | The MarTech Digest | Scoop.it

"Following are eight simple steps to add schema markup to your website using Google Tag Manager. Specifically, in the example below, I show how to add organization schema markup that uses JSON-LD encoding. 

Step 1: Create JSON-LD markup
Step 2: Create new Custom HTML Tag
Step 3: Paste JSON-LD markup into the Custom HTML text box
Step 4: Save your Custom HTML tag 
Step 5: Create new trigger for Page Views
Step 6: Configure ‘Page View’ trigger
Step 7: Connect ‘Page View’ trigger to your schema markup tag
Step 8: Publish your Google Tag Manager container
Step 9: Test your markup using Google’s Structured Data Testing Tool"

CYDigital/marteq.io's insight:

Excellent hands-on guidance.

 

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How to add Schema.org markup to your email marketing | Search Engine Watch

How to add Schema.org markup to your email marketing | Search Engine Watch | The MarTech Digest | Scoop.it
What if you could put calls to action – like “RSVP”, “Complete purchase” or “Confirm subscription” – directly in the email subject line? You can add Schema.org markup to your emails which will let you do just that.

Email confirmations for events, flight details, hotel reservations and so on which use Schema.org markup will also be added automatically to the recipient’s Google Calendar.

You can mark up emails to appear as answer cards in Google searches, which will put details from your email right at the top of search when they search for relevant information.

Email markup can also trigger Google Now cards to deliver updates about your products and services to customers.
CYDigital/marteq.io's insight:

Very cool, but I think most of us will need to wait for automation.

 

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What performance marketers need to know about Google Knowledge Graph | Search Engine Watch

What performance marketers need to know about Google Knowledge Graph | Search Engine Watch | The MarTech Digest | Scoop.it
Knowledge Graph has become a prominent part of the search experience, having a significant effect on your audience’s judgement of you and your products. Reaching the top of Google search results (organically and/or through AdWords) is no longer the only objective; inaccurate or poorly optimised Knowledge Graph results could seriously undermine your brand.

Although machine learning programs do their best, they don’t always interpret what they see correctly. And this can lead to problems if Google is displaying inaccurate information about your business: an outdated phone number, for example, could cost you a lot of clients.

To make up for this, Schema.org was founded and sponsored by four of the big search giants (Google, Microsoft, Yahoo, Yandex) to create a method for websites to explicitly give search engines this semantic information. In practice, this involves adding extra code to your website to indicate what type of object you are referring to in a piece of text.

 

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CYDigital/marteq.io's insight:

Seriously: stop what you're doing and get to schema.org. A must!!

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Pages With Schema Markup Rank 4 Positions Higher in Search Results [Study] - Search Engine Watch | #TheMarketingTechAlert

Pages With Schema Markup Rank 4 Positions Higher in Search Results [Study] - Search Engine Watch | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Intermediate/ Digest...


Schema.org was introduced about three years ago as the preferred markup for websites trying to communicate to search engines like Bing and Google what their pages were about.

 

Less than 1 percent of websites have implemented Schema.org markup, according to recent findings by Searchmetrics. However, pages with Schema.org integration rank better by an average of four positions compared to pages without Schema.org markup, a study by Searchmetrics revealed.

 

Regardless of whether or not there is a causation of better rankings with Schema markup, it's still a best practice to include it to better communicate with the search engines.

 

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CYDigital/marteq.io's insight:

Surprised by the lack of implementation: about 1% of all web sites?

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Optimize Your WordPress Blog Content with Google's Markup Helper - CMI | #TheMarketingTechAlert

Optimize Your WordPress Blog Content with Google's Markup Helper - CMI | #TheMarketingTechAlert | The MarTech Digest | Scoop.it

Expert/ Introduction...


If you’re blogging on WordPress and looking for an easy way to move your blog content higher up in search engine results pages (SERPs), schema is a great way to do it. Schema is a markup language that you can use to highlight important information about your content — information that will be indexed by search engines used to determine its ranking. It was created by the four major search engines — Google, Microsoft, Yandex, and Yahoo — in an effort to help them present better results for searchers’ queries. And if schema is something those four are looking for, it’s something worth having in your content marketing arsenal.

 

Google created its Structured Data Markup Helper and Structured Data Testing Tool to help make the schema markup process easier — and make sure the search engines will read it correctly.

 

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CYDigital/marteq.io's insight:

This is a hands-on, step-by-step article on exactly what you need to do to capitalize on schema using Google's Markup Helper. Pass on to your marketing operations team or tech team.

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