{"id":7222,"date":"2018-01-25T08:55:36","date_gmt":"2018-01-25T03:25:36","guid":{"rendered":"https:\/\/www.rankwatch.com\/blog\/?p=7222"},"modified":"2023-07-08T16:06:31","modified_gmt":"2023-07-08T10:36:31","slug":"4-best-uses-of-google-tag-manager-for-seo","status":"publish","type":"post","link":"https:\/\/www.rankwatch.com\/blog\/4-best-uses-of-google-tag-manager-for-seo\/","title":{"rendered":"4 Best Uses of Google Tag Manager for SEO"},"content":{"rendered":"

\"google<\/a><\/p>\n

Before I dive into the actual content of this post, I want to flash back to 1979, when the Buggles released one of the catchiest one-hit wonders of all time: <\/span>\u201cVideo Killed the Radio Star\u201d<\/span><\/a> (give it a listen if you\u2019ve never heard it before). The lyrics lamented the fact that music videos had now come to dominate radio as the medium by which people hear songs (all of which is ironic considering that \u201cVideo Killed the Radio Star\u201d was the <\/span>first music video<\/span><\/a> to ever air on MTV). It harkens back to a simpler time, before technological advances brought on \u201cthe problems you can see…Oh-a-Oh.\u201d However, it also hit upon an exciting trend in society: music videos were taking over as the better way to experience music.<\/span><\/p>\n

Return now to 2018, where we\u2019re experiencing a similar transformation in the SEO world. Although not quite as catchy as the song above, \u201cGoogle Tag Manager killed Google Analytics.\u201d I\u2019m being somewhat facetious here, as Google Tag Manager is simply a more advanced deployment of Google Analytics. What I mean to say is that Google Tag Manager is replacing Google Analytics as the web tracking code of the future. <\/span><\/p>\n

Google Tag Manager<\/span><\/a> should be every SEO\u2019s best friend, especially when working with slow or uncooperative developers. Not only do you have the ability to enable Google Analytics tracking through Tag Manager, but you also have the ability to perform a host of other functions, including event tracking, code injection, and AdWords & Remarketing tagging. The best part is that most of these can be implemented directly through the Tag Manager interface: with few exceptions, there is no additional onpage code required. This feature alone has saved me hours in the past for projects that would have otherwise required endless back and forth with a development team.<\/span><\/p>\n

\"Google<\/a><\/p>\n

Based on my experience, and those of my colleagues at Go Fish Digital, here are the 4 best use cases of Google Tag Manager for SEO:<\/span><\/p>\n

    \n
  1. Form\/Event Tracking<\/span><\/li>\n
  2. Schema Implementation<\/span><\/li>\n
  3. Metadata Injection<\/span><\/li>\n
  4. Improved PageSpeed Score<\/span><\/li>\n<\/ol>\n
      \n
    1. \n

      Form\/Event Tracking<\/span><\/h2>\n<\/li>\n<\/ol>\n

      At the end of the day, your goal with SEO or any other digital marketing should be to drive more business to your or your client\u2019s site. With that in mind, having proper event and conversion tracking on your site is crucial. Tracking where your customers are completing their customer journey, what source they arrived from, and the path they took for that journey are all important components of that tracking.<\/span><\/p>\n

      The events you can configure in Google Analytics are a great way to record this event tracking. However, implementing these events using traditional Google Analytics tracking code can be a royal pain in the neck. Let\u2019s look at the RankWatch <\/span>\u201cContact Us\u201d<\/span><\/a> form as an example:<\/span><\/p>\n

      \"contact<\/a><\/p>\n

      This form encompasses some 20+ lines of code on the site. In order to track this form with conventional Google Analytics code, you would need to add <event> code to the HTML on the page specifically connected to the submission of this form. This is cumbersome and time-consuming. Debugging this event tracking code may require several iterations and corrections, and as I mentioned earlier, if you work with any 3rd party developers, even simple HTML edits such as this can often feel like you\u2019re pulling teeth.<\/span><\/p>\n

      Instead, how would this look if we were to set up a trigger in Tag Manager? Exactly like this:<\/span><\/p>\n

      \"contact<\/a><\/p>\n

      That\u2019s all. Badda bing badda boom. On top of that, one of the best parts of Tag Manager is the ability to debug in a preview mode before needing to publish your workspace. So if you go to test your form and it doesn\u2019t work, instead of endless back-and-forth with a developer, you can debug and test new versions on the spot. <\/span><\/p>\n

      From there, it\u2019s extremely simple to create a Google Analytics Event tag tied to that form submission trigger:<\/span><\/p>\n

      \"universal<\/a> \"universal<\/a><\/p>\n

      All of those fields can be customized and edited as needed, including adding a monetary value to that event completion. And, voila! You\u2019re tracking a conversion event on the site. <\/span><\/p>\n

      2) Schema Implementation<\/span><\/h2>\n

      Another great use of Google Tag Manager for SEO is for injecting schema onto a site. <\/span>Schema<\/span><\/a> is a type of semantic markup for a site that can provide additional signals to Google and other search engines about the content of the site. Although not a direct SEO ranking factor, proper use of schema can improve your chances of getting featured snippet results, knowledge panels, and other types of rich results in Google. <\/span>4 of the best ways to improve your schema<\/span><\/a> for these rich results are through Organization, LocalBusiness, BreadcrumbList, and AggregateRating schema, all of which can have a direct effect on the information displayed about your website in search results.<\/span><\/p>\n

      Although schema can be implemented directly through a site\u2019s HTML, you can run into many of the same issues as above: unresponsive developers, edits that need to be made when Schema.org updates its protocols, and slow iterations of debugging. Instead, if you use Google Tag Manager, you can inject the schema directly onto a site through an HTML Tag. Here\u2019s an example of what that looks like for our <\/span>Go Fish Digital services<\/span><\/a> page:<\/span><\/p>\n

      \"html<\/a><\/p>\n

      As you can see from <\/span>Google\u2019s Structured Data Testing Tool<\/span><\/a>, this schema fires and is detected by Google without any warnings or errors:<\/span><\/p>\n

      \"Metadata<\/a><\/p>\n

      The versatility and flexibility Tag Manager has afforded us has been invaluable as we experiment with new types of schema and adapt to updates in the SERP landscape. <\/span><\/p>\n

      3) Metadata Injection<\/span><\/h2>\n

      Hat tip to my colleague Brian Gorman (<\/span>@<\/b>briangormanGFD<\/span> <\/a>) for bringing this to my attention. Using the same HTML Tag as we used for schema injection in #2 above, we can also inject metadata directly on to a page. Metadata is important because it\u2019s how a number of SEO features are added to a site. Some of the elements that are included as meta elements include:<\/span><\/p>\n

        \n
      1. Page Title<\/span><\/li>\n
      2. Meta Description<\/span><\/li>\n
      3. Canonical Links<\/span><\/li>\n
      4. Rel Prev\/Next Elements<\/span><\/li>\n
      5. Noindex tags<\/span><\/li>\n
      6. Open Graph Markup<\/span><\/li>\n
      7. Twitter Card Markup<\/span><\/li>\n<\/ol>\n

        As you can see, having the ability to edit these elements directly through Tag Manager gives you incredible control over a website\u2019s organic presence. While most of these elements are generally editable through a site\u2019s CMS, there are times when you either don\u2019t have access to the CMS or don\u2019t have time to wait for a developer to implement your recommendations. In those cases, Tag Manager is the way to go.<\/span><\/p>\n

        Here\u2019s an example of what that metadata injection code looks like when adding a \u201cnoindex\u201d tag to a page:<\/span><\/p>\n

        <script><\/span><\/i><\/p>\n

        var m = document.createElement(\u2018meta\u2019);<\/span><\/i><\/p>\n

        m.name = \u201crobots\u201d;<\/span><\/i><\/p>\n

        m.content = \u201cnoindex,follow\u201d;<\/span><\/i><\/p>\n

        document.head.appendChild(m);<\/span><\/i><\/p>\n

        <\/script><\/span><\/i><\/p>\n

        With all of that being said, this implementation of metadata is NOT foolproof. Simo Ahava, one of the most widely-regarded Tag Manager experts, outlined an experiment he conducted on <\/span>dynamically added metadata<\/span><\/a> in 2015. In his test, he tested dynamically inserting a meta description through Tag Manager onto different pages on his site. The result: intermittent success. Google didn\u2019t use the dynamically injected meta description in all cases, but it did work in other cases, with no particularly clear pattern to distinguish the cases. His conclusion is similar to what we discovered: it\u2019s best to deploy meta tags through the HTML page template as a default. However, you do have the option to deploy meta tags through Google Tag Manager if the need arises.<\/span><\/p>\n

        4) Improved PageSpeed Score<\/span><\/h2>\n

        Who among us hasn\u2019t at one point or another come across the dreaded PageSpeed score from Google? It always looks something like this:<\/span><\/p>\n

        \"Improved<\/a><\/p>\n

        And has recommendations like this:<\/span><\/p>\n

        \"\"<\/a><\/p>\n

         <\/p>\n

        For anyone who\u2019s attempted to implement these suggestions, you\u2019ve likely seen how difficult and tedious that can be. The good news is that sometimes, those script resources can be implemented through an HTML tag in Tag Manager. Since Tag Manager itself is just another script on the page, adding additional code to be injected through Tag Manager will not have a negative effect on your PageSpeed score. This means that if you can figure out an effective way to deploy scripts that are currently slowing down your page through Tag Manager instead, you have a good chance of improving your PageSpeed score. <\/span><\/p>\n

        Note that this method is entirely subject to the setup and configuration of your site and won\u2019t necessarily work in all cases. However, especially in light of <\/span>Google\u2019s recent announcement<\/span><\/a> that mobile page speed is now a ranking factor, if your site has been struggling with its PageSpeed score, this is a perfectly viable method to try and boost that score.<\/span><\/p>\n

        Google Tag Manager is a versatile toolbox with a variety of possible applications features. What I\u2019ve outlined here is just the tip of the iceberg for creative ways to employ Google Tag Manager for SEO, and I\u2019m sure there are other innovative methods that others have tried. If you\u2019ve had any success with your own Tag Manager experiments, I\u2019d love to hear about them! Leave a comment or email <\/span>jr.ridley@gofishdigital.com<\/span><\/a> and tell me what you\u2019ve tried.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

        Before I dive into the actual content of this post, I want to flash back to 1979, when the Buggles released one of the catchiest one-hit wonders of all time: \u201cVideo Killed the Radio Star\u201d (give it a listen if you\u2019ve never heard it before). The lyrics lamented the fact that music videos had now […]<\/p>\n","protected":false},"author":212,"featured_media":7285,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[26],"tags":[],"class_list":["post-7222","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advanced-seo","entry"],"acf":[],"yoast_head":"\n4 Best Uses of Google Tag Manager for SEO: Boost Your SEO<\/title>\n<meta name=\"description\" content=\"Boost your SEO with Google Tag Manager. 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