Getting Started With Search Entity Analytics By Mike Arnesen

#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

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Which one? Which one? Which one?

Which one?

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String-based Search has always been a cop-out.

Entities are Everything

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Subject-Predicate-Object

Triples

up

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Dude-Wears-Startup Shirt

Triples

dudesinstartupshirts.tumblr.com

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is focusing more & more on entities.

Search Engine Indexing

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should also be entity-centric.

Web Analytics & SEO Measurement

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/products/XY108/

This URL received 1,500 visits.

The “Tried and True”?

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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

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We can figure this out

Entity Analytics

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Intro to Tag Management

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Intro to Tag Management

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Intro to Tag Management

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Intro to Tag Management

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Intro to Tag Management

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Semantic Analytics

“ Applying the principles of the semantic web to your analytics & data collection methodology. ”

moz.com/blog/semantic-analytics

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Walk-Through

1. Tags

2. Rules

3. Macros

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Walk-Through

1. Macros

2. Rules

3. Tags

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Walk-Through

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Walk-Through

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Walk-Through

TYPE{PROP:value, PROP:value}

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Walk-Through

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Walk-Through

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Walk-Through

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Making it Scalable

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Making it Scalable

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Making it Scalable

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The Magic is in the JSON

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The Magic is in the JSON

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The Magic is in the JSON

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The Magic is in the JSON

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The Magic is in the JSON

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Semantic Analytics via dataLayer

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Semantic Analytics via dataLayer

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Semantic Analytics via dataLayer

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Semantic Analytics via dataLayer

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JSON-LD from dataLayer via GTM

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JSON-LD from dataLayer via GTM

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JSON-LD from dataLayer via GTM

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JSON-LD from dataLayer via GTM

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Rich Snippets in Search

without having to markup content!

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All set!It’s like being on autopilot

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Don’t Track SEO

MOVE BEYOND SEO

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Focus on ENTITY analysis

Entities are Everything

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Focus on ENTITY performance

Entities are Everything

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Focus on ENTITY optimization

Entities are Everything

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Get Started

http://bit.ly/semantic-gtm

Making the world a better place through enabling semantic entity analysis

within web analytics SaaS platforms.

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Search Entity Analytics

SMX Advanced 2015

Mike Arnesen Founder & CEO of UpBuild @mike_arnesen | upbuild.io