The document discusses implementing structured markup through JSON-LD to support the semantic web without expensive development resources. It describes how JSON-LD can be injected into pages using Google Tag Manager through custom HTML tags, allowing markup to be added without a datalayer. Examples shown include adding site search, social profiles, and organization/logo metadata that could help with search and knowledge graph results. Care must be taken to keep JSON-LD in sync with the page content.
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Schema, JSON-LD & the semantic web - Brighton SEO April 2015 - Kirsty Hulse - Linkdex
1. @kirsty_hulse
Schema, JSON-LD &
the semantic web
(plus arbitrary pictures of space)
Remains of a dead star, located 11,000 light-years away, taken by NASA's NuSTAR telescope
2. @kirsty_hulse
What that actually means…
How can we implement structured markup,
to support a semantic web, when it is
complicated and expensive?
4. @kirsty_hulse
To do this, we need to have a uniform system
that allows data sharing
The vision of the Semantic Web is to […] create a
common framework that allows data to be shared
and reused
A ‘Galactic Gathering’ taken by the Hubble Telescope
5. @kirsty_hulse
From a search perspective
For search, the use of markup reinforces
meaning of the information
NASA's Orbiting Carbon Observatory (OCO)-2
21. @kirsty_hulse
But the most important bit is…
JSON-LD does not need to be present in the
<body> of a page. It can be embedded in a <script>
in the <head> of a page
Asteroid tracks in the stars taken by NASAs Nowise
29. @kirsty_hulse
Meaning there’s the potential for
implementing structured markup
to not be expensive,
to not be complicated
to not require development resource
Martian impact crater
30. @kirsty_hulse
The datalayer
“A data layer is an object that contains all of the information that
you want to pass to Google Tag Manager
Rather than referencing variables, transaction information, page
categories, and other important signals scattered throughout
your page, Google Tag Manager is designed to easily reference
information that you put in this data layer.”
34. @kirsty_hulse
Implement a data layer for information that
will change on a page by page basis
http://www.swellpath.com/2015/03/7-steps-to-pushing-json-structured-data-using-google-tag-manager/
35. @kirsty_hulse
But there is markup we can inject using JSON-LD via
GTM without the data layer using Custom HTML Tags
39. @kirsty_hulse
This doesn’t guarantee inclusion however…
“The search box is triggered algorithmically based on
the website and the user query — we display it when
we think it might help the user refine their search.”