Check out my presentation on Semantic Entities from SMX Advanced in Seattle 2015!

1. #SMX #13a @mike_arnesen
Search Entity Analytics
SMX Advanced 2015

2. #SMX #13a @mike_arnesen
Search Entity Analytics
SMX Advanced 2015
Mike Arnesen
Founder & CEO of UpBuild
@mike_arnesen | upbuild.io

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SEO | Analytics | CRO

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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
S-P-O credit: http://www.slideshare.net/jennyhalasz/content-traininghalasz

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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