Online Advertising

Best of Perpetual Traffic—The 10 Most Popular Episodes

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If you’ve been running Facebook advertisements as long as Molly Pittman and Ralph Burns, you understand simply just how much the platform and techniques have actually altered for many years.

And if you have actually been listening to Perpetual Traffic, the weekly paid traffic podcast produced by DigitalMarketer, for the last 4 years, then you would likewise remain in the understand. Due To The Fact That Perpetual Traffic now has * gasp * 200 episodes on the subject!

Ralph and Molly have actually been notifying their listeners about the happenings at the leading edge of digital marketing because 2015 (yeah, you heard that right). And with almost 4.5 million downloads, it’s safe to state that the listeners are seeing a great ROI of their time.

To commemorate crossing the 200 marker , we took a dive into our archives and gathered the 10 most popular episodes of PT. Whether you’’ re listening to these 10 for the very first time or uncovering them, you’’ ll discover a wealth of paid traffic knowledge therein.

And do not forget to take a look at Episode 200 HERE !

A Few Words from the Hosts.

But prior to we dive into the episodes, our hosts had a couple of words of thanks that they wished to share.

Molly Pittman.

” Ralph and I are so fired up to commemorate episode 200 of Perpetual Traffic. Thank you to our listeners and everybody behind the scenes who strives to make this podcast occur. Continuous Traffic is among the most gratifying experiences I’ve had in my life. To be able to assist grow companies and much better the life of our listeners is really an honor. We are dedicated to continue bringing you all the most current, actionable details about digital media purchasing out there. Thanks once again for your assistance.”

Ralph Burns.

” It’’ s hard to think that we’’ ve now done 200 episodes! Thank you to everybody who’’ ve listened to us for many years and for all of those who have actually commented, offered evaluations, and shared their feedback. It implies a lot. It’’ s truly incredible to see the number of individuals and their organisations have actually been touched by this little program we began 4 years earlier. An unique thanks goes to everybody from DigitalMarketer behind the scenes who makes the program possible—– particularly our manufacturer Darren Clarke. We couldn’’ t do it without his technical wizardry, insights, assistance, and assistance. Here’’ s to another 200 episodes!”

.Continuous Traffic’s Most-Popular Episodes. Episode 145: How to Amplify Your Ecommerce Business Using Facebook Ads

 Perpetual Traffic Episode 145

Do you run an ecommerce business?

If so, possibilities are that you’’ re missing out on something. That thing is a holistic system for directing individuals who have actually never ever become aware of you through the purchaser journey to end up being repeat clients.

If you’’ re searching for a system that will bring you more clients while getting rid of squandered advertisement invest, you should listen to today’’ s episode.

. Episode 51: How to Generate Traffic, Leads, and Sales with Social Media

 Perpetual Traffic Episode 51

The Perpetual Traffic professionals are signed up with by Jennifer Sheahan, creator at The Social Guild , to go over how you can develop a flourishing social networks company. Social platforms are effective traffic generators, however you need to understand what to do and how to do them. Any person can get Likes and engagement. Traffic, leads, and sales come when you follow a procedure, and that’’ s what we ’ re going to talk about today.

. Episode 150: 3 Facebook Funnels to Drive More High-Ticket Leads

 Perpetual Traffic Episode 150

Special visitor Oli Billson signs up with the specialists to teach you 3 Facebook funnels that begin discussions with the potential customers who desire your services—– on the platform they’’ re more than likely to react and check out on.

These funnels produce high-ticket leads whether you’’ re a physical, SaaS, web online marketer, or anybody else who requires to have a discussion with their client.

Episode 33: The Advertisement Grid: How to Build Campaigns that Convert and Scale

 Perpetual Traffic Episode 33

Fresh off of Traffic &&Conversion Summit 2016, Molly is sharing her 7-step system for project and marketing method production.

In this episode, Molly and Keith will stroll through her T&C discussion and how she’’ s developed and used this system within DigitalMarketer’’ s own method.

.

( NOTE: Need an assisting hand with your digital marketing efforts? Or perhaps you simply desire tested, actionable marketing methods, design templates, and tools to carry out in your organisation? Check out the current offer from DigitalMarketer, and you will be on your method to assisting your service grow.)

Episode 132: 3 Steps to Build a Perpetual Traffic Machine

 Perpetual Traffic Episode 132

Brand based marketing is vital to running an effective long-lasting marketing method.

In reality, it’’ s among the 3 foundations of the ““ BCS Triangle ” we ’ re going to reveal you’in today ’ s episode. Carry out the BCS system in your service, and you’’ ll have the ability to trigger the 90% of your market that a lot of marketers miss out on and develop a continuous traffic maker.

Episode 14: Frank Kern on Selling High-Dollar Products and Services with Paid Traffic Campaigns

 Perpetual Traffic Episode 14

Are you making deals that need an in-person conference or consultative sales call?

Frank Kern signs up with the Perpetual Traffic team (Keith, Molly, and Ralph) to expose his 3-tiered system for developing paid traffic projects that offer high priced services and items.

Episode 158: How Molly Pittman Generated 157,362 Leads from 1 Facebook Campaign

 Perpetual Traffic Episode 158

157,362 leads produced. In 8 weeks. For simply $1.08 per lead. All from 1 Facebook project!

Join the specialists as they share the specific technique Molly utilized to attain these outcomes … and how you can use it to your next Facebook advertising campaign.

We break down whatever—– the research study procedure, how the advertisement sets were established, how Molly took full advantage of the importance rating, why advertisement sets were gotten rid of or enhanced, and what the arise from the project were.

If you wish to enhance how you’’ re handling your own Facebook advertising campaign, get a note pad and tune into this episode.

Episode 43: Ryan Deiss Shares 4 Steps to Crafting and Optimizing the Perfect Offer

 Perpetual Traffic Episode 43

Ryan Deiss, co-founder and CEO of DigitalMarketer, and the Perpetual Traffic team break down how to produce a deal that individuals in fact wish to purchase.

Follow the 4-Step procedure to get the most significant take advantage of indicate turn a losing project into a winning project –– without being the Don Draper of copy writing or needing to alter your bidding or targeting.

Episode 147: The 4 Pillars of Advertising on Google

 Perpetual Traffic Episode 147

If you’’ re marketing on Facebook however’not on Google, you ’ re losing out on a big chance. If you run a product-based organisation.),( Especially

After all, if somebody sees an item they like, what’’ s the very first thing they ’ re going to do? (Hint: Google it.)

.

Join the professionals and visitor Brett Curry as they dive into the 4 pillars of marketing on Google so you can take advantage of Google’’ s marketing platform and reach your possible clients. You’’ ll discover how to run advertisements not just on Google’’ s online search engine, however likewise on their shopping platform, their screen network, and the pre-roll video advertisements on YouTube.

Episode 49: Boosted Posts: Microtargeting and Other Advanced Uses of Facebook’’ s “ Easy Button ” .

 Perpetual Traffic Episode 49

Dennis Yu, Chief Technology Officer at BlitzMetrics, signs up with the Perpetual Traffic specialists to talk about why keeping it easy on Facebook can go a long method for your company. We’’ re going to speak about improving posts, and why they are your support. Increased posts work for B2B, for small companies, for business owners, for freelancers, for experts, and online marketers on a little spending plan.

For anybody that’’ s ever believed they put on’’ t have the tools, or the audience, or the resources to promote on Facebook, this is the episode that will assist you start.

( NOTE: Need an assisting hand with your digital marketing efforts? Or possibly you simply desire tested, actionable marketing design templates, methods, and tools to carry out in your organisation? Check out the current offer from DigitalMarketer, and you will be on your method to assisting your organisation grow.)

The post Best of Perpetual Traffic—– The 10 Most Popular Episodes appeared initially on DigitalMarketer .

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Social Media Marketing

The Beginner’s Guide to Digital Marketing Analytics

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Throughout the 20th Century, one of the biggest problems with marketing was that it was difficult to calculate its return on investment.

Is that ad we placed in the newspaper last month really the reason we’re seeing an uptick in store visits? Or, is the billboard on the side of the interstate 20 miles away from our exit drawing in more visitors? It was hard to say for sure.

Today, traditional marketing media like print, television, radio, and billboards certainly still have their place. However, the 21st Century brought us a new, measurable form of marketing: digital marketing.

With digital marketing comes the opportunity to directly track and analyze results using digital marketing analytics. But, that doesn’t mean everyone is tracking their results. Today, only 1 in 4 marketers can prove the impact of their marketing efforts on their business.

Our goal is to show you what you should be tracking, how you should be tracking it, and why tracking is so important. Here is the Beginner’s Guide to Digital Marketing Analytics.

What You Should Be Tracking
1. Organic Traffic and Keyword Ranking

Search engine and keyword optimization is your way to communicate with search engine algorithms in a way that shows what your website is really all about. Each page you create is a new opportunity to rank for a new keyword and drive new traffic to your website. If you are not driving organic traffic through website pages and blogs, you might be failing to check some of the necessary boxes (either with content or keyword selection).

Benchmarks: This number is going to vary a little bit by industry and product, but across all of our current clients, the average is 40% of all website visits come from organic search. When you are doing inbound marketing at full strength, all of your traffic sources should be increasing, but organic search is the primary indicator of how well you are doing with the content creation piece of the process.

2. New Leads/Conversion Rates

As marketers, we know that when it comes to traffic, more is better, but if that traffic isn’t converting into relevant business leads, then it’s not really doing us any good at all. It’s important to create relevant offers and conversion points that connect with your visitors and potential customers that will help move them from strangers who don’t know anything. A lot of companies miss the mark on this metric by creating content offers that are too company-specific. Be helpful, inform your visitors.

Benchmarks: Sitewide, you should be aiming for 3%–5% conversion rate on all your website visits. However, your individual landing pages should be getting a 15%–20% conversion rate at the very least. Some of our clients’ really popular pages get around a 40% conversion rate.

3. Session Duration

The session duration of an average user on your site is a very telling metric. Creating “sticky” content that encourages visitors to stay engaged, visit another page, or watch a video will help you increase the duration. Measuring session duration is especially important as it relates to your organic visitors because Google is monitoring how effective the search results are. If someone visits your site and leaves in under 20 seconds, that sends negative SEO data to Google.

Benchmarks: Every website is going to be different. Take a look at your Google Analytics data (learn more below) and start working on ways to incrementally increase the average session duration. Can you add more links to your blog post and website pages? Maybe you need to add relevant calls-to-action on your best-performing pages? Or try adding some video that keeps users engaged.

4. Email Open/Click-Through Rates

Okay, so we’ve discussed online traffic metrics. Now, let’s move to email marketing (which still works, by the way). The two most important statistics to track for email marketing are open rates (what percentage of recipients opened an email) and click-through rates (what percentage of people clicked on a link within the email).

Open rates tell you how deliverable your email is (i.e. avoiding spam folders, having attractive subject lines), and click-through rates tell you how appealing your email’s deliverables are (i.e. content, coupons, contest sign-ups).

Benchmarks: Again, every industry is different. But, it’s helpful to aim for at least an 18% email open rate and at least a 3% click-through rate.

5. Video Engagement Rates

Video is one of the most engaging forms of content that you can create. So, you should be creating it. And, if you are going to go through the time and effort to add video to your website, then you should definitely be tracking more than the views.

We hear a common myth all the time that shorter video is better, but just like any piece of content, what matters is the quality of the video, not the length. If you have an awesome, compelling video story that keeps people engaged, they will keep watching.

One of our favorite projects was a “Stories for the Soul” video that was about six minutes long. Conventional wisdom would tell you that people stopped watching after the first minute of the video. But, that wasn’t the case, at all. Our video had an 82% engagement rate overall and 78% engagement rate through the 5:24 mark.

Screen_Shot_2016-06-23_at_2.19.48_PM.png

Benchmarks: Measuring engagement rate is less about shooting for a specific number and more about understanding how your audience engages with videos. Do they fall off around the one-minute mark? Will they stay for five minutes if they find it engaging? Are there parts of the video that lots of viewers are re-watching? Without measuring your videos, there is no way to analyze and improve them in the future!

6. Cost per Lead/Cost per Customer

Do you know how much it costs for you to acquire the leads you are getting today? Is it $2,000 or $200? By calculating the cost of your marketing efforts and dividing by the total number of leads/customers converted, you can start to get an idea of the cost per lead/customer. Your cost per lead and customer is going to depend on your business and your average lifetime value of a prospect. You should have a lower cost per lead if your lifetime value of a customer is $2,000 vs. $200,000.

Benchmarks: Again, this number is going to vary a lot by industry, company, and product value. Create a spreadsheet, track your averages on a monthly basis, and look for trends. If there are marketing activities that lead to more customers at a lower cost, then make sure you are doing more of those activities.

These inbound marketing analytics will help you get an understanding of the effectiveness of your campaigns. We love to help companies optimize their inbound marketing process, so if you are looking for help identifying where you need the most help, we’d love to do a free marketing assessment.

7. New Business from New Customers

Not surprisingly, closed business is likely the most important measure of success for marketing and sales. In order to track how many leads are turning into customers, it’s wise to integrate your automation platform with a CRM system to implement closed-loop reporting.

You’ll want to pay close attention to the conversion rate for this metric, the lead-to-customer rate.

Lead to Customer Conversion Rate Formula:
# of customers / # of leads = Lead-to-customer conversion rate

Also, don’t forget to consider the customer’s or account’s lifetime value when looking into closed business. A new customer may be worth more than just the value of the one-time purchase.

Customer Lifetime Value Formula:
Avg sale per customer x Avg number of times a customer buys per year x Avg years a customer will buy from you = Avg customer lifetime value

If your sales team is uploading deal information into your CRM, this should be easy to track and calculate. With this information, you can accurately calculate the return on your marketing investment.

8. Your Marketing Return on Investment (ROI)

Are your marketing efforts worth it? The timeless question. How can you say a marketing campaign was successful if you don’t know if you recorded a return on your investment?

When measuring ROI, you’ll need to calculate your customer acquisition costs for all online marketing efforts. How much does it cost you to acquire a new customer? This includes manpower, technology, and other expenses related to campaigns.

Return on Investment Formula:
(Sales growth – Marketing investment) / Marketing investment

In order to calculate your customer acquisition costs, like the metric above, it’s recommended to integrate your marketing automation solution with your CRM platform.

Keep in mind, if you want to accurately measure marketing ROI, you’ll need to be very diligent recording data and closely tracking the buying journey of a customer. The depth in which you’re able to drill down is dependent on the collection of information. Ideally, you’ll get the correct systems in place and benefit from the ability to truly understand the impact of specific marketing campaigns on your business.

What Tools You Should Use

Now that we know what to track, we need to know how to track it. And there are many tools that you can take advantage of to track and measure your success online. Here are a few that we use along with their specific use-cases:

HubSpot

Because we’re a Platinum Partner with HubSpot, we use it for just about everything. Our website is built on HubSpot, we host our CRM on HubSpot, we send automated emails through HubSpot, and we post on our social media through HubSpot (to name a few).

Therefore, we can track site visits as they turn into leads and from leads to customers, all through one platform, which makes it very easy for us to track specific success from certain campaigns.

You don’t have to build your website on HubSpot to have all these amazing options, though, so don’t fret! If you’re interested in working with HubSpot, they can merge their software with your current website so you can start getting insights and tracking leads without changing your online presence.

But, HubSpot may not be for everyone. Visit their website to learn more about what they can do for you before taking the plunge!

Google Analytics

You’ve probably heard of Google Analytics. In fact, you may have (hopefully) already set up Google Analytics for your website.

Google Analytics is a free tool that allows you to build campaigns, see customer behavior, and measure traffic on your website.

Much like HubSpot, there is A LOT of information you can gather from Google Analytics. Dig in deep to find correlations and patterns with your most successful pages and your incoming leads.

Ahrefs

Remember when we talked about growing your organic ranking at the beginning of this blog? Again, that comes from writing and publishing quality blogs with helpful content.

And the best way to know what people are searching for is by conducting your own keyword research.

We have found that Ahrefs is a great source for not only keyword research, but competitive research as well. They have fantastic tools for finding the difficulty and searches per month for keywords, helping you understand what your competitors’ articles are ranking for, and knowing what news is trending related to your business.

Special Shoutout: Keywords Everywhere, a Google Chrome and Firefox plugin, can really help with inspiration for keywords. It’s a free resource, so you can visit their website and install it now.

Wistia

If you’re producing videos (and you should be), you’ll need a tool to host and share those videos. YouTube may be an obvious choice for video hosting, but other video platforms are worth considering. Like Wistia, for example.

Wistia allows you to gather specific data, like your engagement rate (remember the Stories for the Soul example above?). It also allows for more customization, and most importantly, it can integrate with other marketing automation software (like HubSpot) to automatically trigger actions.

For instance, you can send someone an automated email after they’ve watched 1:30 of a Wistia video.

Special Shoutout: If you have HubSpot Marketing Professional or higher, local video hosting services are now included (with automation built-in!). That means customization, workflow creation, and lead capture technology are all included with HubSpot Videos.

Hotjar

If you want to get even more specific with your website optimization, you can use Hotjar (or CrazyEgg). Both of these tools create heatmaps of your landing pages, so you can see where people are looking on your page.

For instance, if you want to place a lead capture form on a landing page, in a spot where your visitors will actually see it, make a Hotjar heatmap of your landing page. This will allow you to see where visitors first place their eyes, which will indicate where you should put the lead capture form.

Why Digital Marketing Analytics Are Important

Digital marketing analytics can help you…

Better understand your customer. Think about it: You will now be able to know what your target audience is searching for by doing keyword research on Ahrefs. Then, you can use Google Analytics or HubSpot to track their behavior on your website, which will help you better understand their buyer’s journey. Not to mention, you can build in pop-up forms that can give them the opportunity to ask questions while they’re thinking about you on the page, or even chatbots that pre-emptively answer their questions!
Better understand your competitor. By researching your industry to gain a deeper understanding of how you can improve your online presence, you’ll get to know your competitors’ niches, and consequently, your niche!
Prove the value of your efforts. We already said it, but I’ll say it again for those in the back: You can directly track the ROI of your efforts with digital marketing! No more guessing games as to whether what you’re doing is actually working — you can track customers from the awareness stage all the way to the purchase decision.

Good luck on your journey with digital marketing analytics. If you need any help along the way, give us a call.

Read more: business2community.com

Press Marketing

Hiring Employees: Learn the Secret to Attracting Better Applicants

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Depending on the size of your service, sorting through applications of unqualified prospects can be either a full-time task or a small trouble. It’’ s hard to inform if individuals are simply confident or if they truly wear’’ t comprehend what they ’ re obtaining. If you’’ re tired of checking out bad applications, here’’ s how to speak with much better and more certified candidates.

.1. Make the application procedure simple.

Qualified and major task hunters are shut off by made complex procedures . They typically will move on to the next publishing when a certified task hunter runs into a complex application procedure. To prevent losing leading skill prior to they have actually sent their application, ensure your application procedure is basic.

If you accept applications online through a web type, ensure it’’ s mobile friendly and simple to comprehend. Make sure your type doesn’’ t reset all fields to a blank state if the submission doesn’’ t go through. Absolutely nothing is more aggravating than needing to return to the routine asked for on an online application.

.2. Certify your candidates.

It’’ s typical practice to filter prospects by asking particular concerns online kind that puts them in your database. State you just work with leads making $60,000 per year or more. Inquire to define their earnings level and merely filter out leads that state a wage of less than $60,000 annually.

Similarly, sales letters frequently state who an item is for and who it’’ s not for. State’you ’ re offering a search engine marketing course. You may state the course is for individuals who want to invest a minimum of $1,000 monthly for 6 months. This declaration will immediately filter out the tire kickers and individuals without a budget plan.

Who is your perfect prospect? Do you desire somebody who understands they’’ re not ideal, however wants to offer their all anyhow? Are you trying to find technical abilities over individual abilities, or are you more worried with employing somebody who will be favored by the group?

Whatever your certifications are, specify in your task publishing. : ““ This position is not for you if you position excellence and information over individual relationships.” ” Or: “ This position is for individuals who want to adjust to quickly altering guidelines as determined by business.””

. 3. Make it clear that office security is a concern.

Prospects wish to know they’’ re getting a task that takes security seriously. Numerous task applicants have actually worked for business that put on’’ t focus on security. If it sounds like the very same old regimen, a task hunter simply out of a risky circumstance may avoid over your listing. You can point out you take work environment security seriously and even explain your security training efforts.

Other Articles From AllBusiness.com :

The Complete 35-Step Guide for Entrepreneurs Starting a Business 25 Frequently Asked Questions on Starting a Business 50 Questions Angel Investors Will Ask Entrepreneurs 17 Key Lessons for Entrepreneurs Starting a Business .4. Deal rewarding advantages and benefits.

You need to be providing advantages and benefits that are beneficial to candidates. Routine money rewards, raises, rewards, and stocks are simply some possible benefits you might use.

Health insurance coverage utilized to be an advantage; today it’’ s a requirement. Still, not everybody uses it. If you’’ re going to provide medical insurance, make certain the strategy uses excellent protection. Don’’ t simply purchase the most affordable strategy—– purchase a strategy that covers your staff members.

Other advantages you may wish to provide associate with the task. You may let staff members work from another location 3 days per week or even completely, depending on the position.

.5. Get sly.

If you desire a detail-oriented worker, produce your task publishing in such a way that will inform you if an individual has actually read all of it. A typical (and efficient) technique is to put a requirement at the end of the task publishing like, ““ Please start your cover letter with the line ““ I enjoy website design.” ” Immediately disqualify anybody who doesn’’ t start their cover letter with your needed expression.

Check out this post for more suggestions to cut through unqualified prospects.

.Trapping certified candidates is a marketing task.

Think of producing certified candidates as a marketing task. You need to encourage the best individuals to use, and prevent the incorrect individuals at the very same time. Next time you publish a task opening, put your marketing hat on. You’’ ll improve outcomes and less spammy applications.

RELATED: How to Assess a Resume: 12 Ways to Identify an Outstanding Employee Candidate

The post Hiring Employees: Learn the Secret to Attracting Better Applicants appeared initially on AllBusiness.com

The post Hiring Employees: Learn the Secret to Attracting Better Applicants appeared initially on AllBusiness.com . Click to learn more about Larry Alton .

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Web Optimization

An SEO’s Guide to Writing Structured Data (JSON-LD)

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Posted by briangormanh

The Schema.org vocabulary is the ultimate collab.

Thanks to a mutual handshake between Google, Microsoft, Yahoo, and Yandex, we have a library of fields we can use to highlight and more aptly define the information on web pages. By utilizing structured data, we provide search engines with more confidence (i.e. a better understanding of page content), as Alexis Sanders explains in this wonderful podcast. Doing so can have a number of positive effects, including eye-catching SERP displays and improved rankings.

If you’re an SEO, how confident are you in auditing or creating structured data markup using the Schema.org vocabulary? If you just shifted in your seat uncomfortably, then this is the guide for you. In it, I aim to demystify some of the syntax of JSON-LD as well as share useful tips on creating structured data for web pages.


Understanding the syntax of JSON-LD

While there’s a couple of different ways you can mark up on-page content, this guide will focus on the format Google prefers; JSON-LD. Additionally, we won’t get into all of its complexities, but rather, those instances most commonly encountered by and useful to SEOs.

Curly braces

The first thing you’ll notice after the opening <script> tag is an open curly brace. And, just before the closing </script> tag, a closed curly brace.

All of our structured data will live inside these two curly braces. As we build out our markup, we’re likely to see additional curly braces, and that’s where indentation really helps keep things from getting too confusing!

Quotation marks

The next thing you’ll notice is quotation marks. Every time we call a Schema type, or a property, or fill in a field, we’ll wrap the information in quotation marks.


Colons

Next up are colons (no giggling). Basically, every time we call a type or a property, we then need to use a colon to continue entering information. It’s a field separator.


Commas

Commas are used to set the expectation that another value (i.e. more information) is coming.

Notice that after the informational field for the “logo” property is filled, there is no comma. That is because there is no additional information to be stated.

Brackets

When we’ve called a property that includes two or more entries, we can use an open bracket and a closed bracket as an enclosure.

See how we’ve included Go Fish Digital’s Facebook and Twitter profiles within the “sameAs” property? Since there’s more than one entry, we enclose the two entries within brackets (I call this an array). If we only included the Facebook URL, we wouldn’t use brackets. We’d simply wrap the value (URL) in quotes.

Inner curly braces

Whenever we’ve called a property that has an expected “type,” we’ll use inner curly braces to enclose the information.

In the above image, the “contactPoint” property was called. This particular property has an expected type of “ContactPoint.” Isn’t that nice and confusing? We’ll go over that in more detail later, but for now just notice that after the “contactPoint” property is called, an inner curly brace was opened. On the very next line, you’ll see the ContactPoint type called. The properties within that type were stated (“telephone” and “contactType”), and then the inner curly braces were closed out.

There’s something else in this use case that, if you can understand now, will save you a lot of trouble in the future:

Look how there’s no comma after “customer service.” That’s because there is no more information to share within that set. But there is a comma after the closed inner curly brace, since there is more data to come (specifically, the “sameAs” property).

Creating structured data markup with an online generator

Now that we know a little bit about syntax, let’s start creating structured data markup.

Online generators are great if you’re a beginner or as a way to create baseline markup to build off of (and to save time). My favorite is the Schema markup generator from Merkle, and it’s the one I’ll be using for this portion of the guide.

Next, you’ll need to choose a page and a markup type. For this example, I’ve chosen https://gofishdigital.com/ as our page and Organization as our markup type.

After filling in some information, our tool has created some fantastic baseline markup for the home page:

Hopefully, after our lesson on syntax, you can read most (or all) of this example without a problem!

Creating custom structured data markup with a text editor

Baseline markup will do just fine, but we can go beyond the online generator presets, take full control, and write beautiful custom structured data for our page. On https://schema.org/Organization, you’ll see all the available properties that fall under the Organization markup type. That’s a lot more than the online tools offer, so let’s roll up our sleeves and get into some trouble!

Download a text editor

At this point, we have to put the training wheels away and leave the online tools behind (single tear). We need somewhere we can edit and create custom markup. I’m not going to be gentle about this — get a text editor NOW. It is well worth the money and will serve you far beyond structured data markup. I’ll be using my favorite text editor, Sublime Text 3.

Pro tip: Go to View > Syntax > Javascript > JSON to set your syntax appropriately.

I’ve gone ahead and pasted some baseline Organization markup from the generator into Sublime Text. Here’s what it looks like:


Adding properties: Easy mode

The page at https://schema.org/Organization has all the fields available to us for the Organization type. Our baseline markup doesn’t have email information, so I reviewed the Schema page and found this:

The first column shows that there is a property for email. Score! I’ll add a comma after our closing bracket to set up the expectation for more information, then I’ll add the “email” property:

The second column on Schema.org is the “expected type.” This time, it says “text,” which means we can simply type in the email address. Gosh, I love it when it’s easy.

Let’s keep pushing. I want to make sure our phone number is part of this markup, so let’s see if there’s a property for that…

Bingo. And the expected type is simply “text.” I’m going to add a comma after the “email” property and toss in “telephone.” No need to highlight anything in this example; I can tell you’re getting the hang of it.


Adding properties: Hard mode

Next, we’re going to add a property that’s a bit more complicated — the “address” property. Just like “email” and “telephone,” let’s track it on https://schema.org/Organization.

So, I do see “text,” but I also see an expected type of “PostalAddress.” The name of the game with data markup is: if you can be more specific, be more specific. Let’s click on “PostalAddress” and see what’s there.

I see a number of properties that require simple text values. Let’s choose some of these properties and add in our “address” markup!

Here are the steps I took to add this markup:

Placed a comma after the “telephone” propertyCalled the “address” propertySince the “address” property has an expected type, I opened inner curly bracesCalled the “PostalAddress” typeCalled the properties within the “PostalAddress” typeClosed out the inner curly braces

Can you spot all that from the image above? If so, then congratulations — you have completed Hard Mode!

Creating a complex array

In our discussion about brackets, I mentioned an array. Arrays can be used when a property (e.g. “sameAs”) has two or more entries.

That’s a great example of a simple array. But there will be times when we have to create complex arrays. For instance, Go Fish Digital has two different locations. How would we create an array for that?

It’s not all that complex if we break it down. After the North Carolina information, you’ll see a closed inner curly brace. I just entered a comma and then added the same type (PostalAddress) and properties for the Virginia location. Since two entries were made for the “address” property, I enclosed the entire thing in brackets.

Creating a node array using @graph

On April 16th, 2019, Joost de Valk from Yoast announced the arrival of Yoast SEO 11.0, which boasted new structured data markup capabilities. You can get an overview of the update in this post and from this video. However, I’d like to dive deeper into a particular technique that Yoast is utilizing to offer search engines fantastically informative, connected markup: creating a node array using @graph (*the crowd gasps).

The code opens with “@graph” and then an open bracket, which calls an array. This is the same technique used in the section above titled “Creating a Complex Array.” With the array now open, you’ll see a series of nodes (or, Schema types):

OrganizationWebSiteWebPageBreadcrumbListArticlePerson

I’ve separated each (see below) so you can easily see how the array is organized. There are plenty of properties called within each node, but the real magic is with “@id.”

Under the WebSite node, they call “@id” and state the following URL: https://yoast.com/#website. Later, after they’ve established the WebPage node, they say the web page is part of the yoast.com website with the following line:

“isPartOf”:{“@id”:”https://yoast.com/#website“}.

How awesome is that? They established information about the website and a specific web page, and then made a connection between the two.

Yoast does the same thing under the Article node. First, under WebPage, they call “@id” again and state the URL as https://yoast.com/wordpress-seo/#webpage. Then, under Article, they tell search engines that the article (or, blog post) is part of the web page with the following code:

“isPartOf”:{“@id”:”https://yoast.com/wordpress-seo/#webpage“}

As you read through the markup below, pay special attention to these two things:

The 6 nodes listed above, each separated to better visualizationThe “@id” and “isPartOf” calls, which define, establish, and connect items within the array

Bravo, Yoast!

Source page: https://yoast.com/wordpress-seo/

<script type=”application/ld+json”>

{“@context”:”https://schema.org“,

“@graph”:[

{

“@type”:”Organization”,

“@id”:”https://yoast.com/#organization“,

“name”:”Yoast”,

“url”:”https://yoast.com/“,

“sameAs”:[

https://www.facebook.com/yoast“,

https://www.instagram.com/yoast/“,

https://www.linkedin.com/company/1414157/“,

https://www.youtube.com/yoast“,

https://www.pinterest.com/yoast/“,

https://en.wikipedia.org/wiki/Yoast“,

https://twitter.com/yoast“],

“logo”:{“@type”:”ImageObject”,

“@id”:”https://yoast.com/#logo“,

“url”:”https://yoast.com/app/uploads/2015/09/Yoast-Logo-Icon-120×120.png“,

“caption”:”Yoast”},

“image”:{“@id”:”https://yoast.com/#logo“}},

{

“@type”:”WebSite”,

“@id”:”https://yoast.com/#website“,

“url”:”https://yoast.com/“,

“name”:”Yoast”,

“publisher”:{“@id”:”https://yoast.com/#organization“},

“potentialAction”:{“@type”:”SearchAction”,

“target”:”https://yoast.com/?s={search_term_string}“,

“query-input”:”required name=search_term_string”}},

{

“@type”:”WebPage”,

“@id”:”https://yoast.com/wordpress-seo/#webpage“,

“url”:”https://yoast.com/wordpress-seo/“,

“inLanguage”:”en-US”,

“name”:”WordPress SEO Tutorial \u2022 The Definitive Guide \u2022 Yoast”,

“isPartOf”:{“@id”:”https://yoast.com/#website“},

“image”:{“@type”:”ImageObject”,

“@id”:”https://yoast.com/wordpress-seo/#primaryimage“,

“url”:”https://yoast.com/app/uploads/2008/04/WordPress_SEO_definitive_guide_FI.png“,

“caption”:””},

“primaryImageOfPage”:{“@id”:”https://yoast.com/wordpress-seo/#primaryimage“},

“datePublished”:”2019-03-28T14:05:01+00:00″,

“dateModified”:”2019-04-11T12:24:14+00:00″,

“description”:”This is the ONLY tutorial you’ll need to hugely increase your search engine traffic by improving your WordPress SEO. Want higher rankings? Read on!”,

“breadcrumb”:{“@id”:”https://yoast.com/wordpress-seo/#breadcrumb“}},

{

“@type”:”BreadcrumbList”,

“@id”:”https://yoast.com/wordpress-seo/#breadcrumb“,

“itemListElement”:[

{

“@type”:”ListItem”,

“position”:1,

“item”:

{“@type”:”WebPage”,

“@id”:”https://yoast.com/“,

“url”:”https://yoast.com/“,

“name”:”Home”}},

{

“@type”:”ListItem”,

“position”:2,

“item”:{“@type”:”WebPage”,

“@id”:”https://yoast.com/seo-blog/“,

“url”:”https://yoast.com/seo-blog/“,

“name”:”SEO blog”}},

{

“@type”:”ListItem”,

“position”:3,

“item”:{“@type”:”WebPage”,

“@id”:”https://yoast.com/tag/wordpress/“,

“url”:”https://yoast.com/tag/wordpress/“,

“name”:”WordPress”}},

{

“@type”:”ListItem”,

“position”:4,

“item”:{“@type”:”WebPage”,

“@id”:”https://yoast.com/wordpress-seo/“,

“url”:”https://yoast.com/wordpress-seo/“,

“name”:”WordPress SEO: the definitive guide”}}]},

{

“@type”:”Article”,

“@id”:”https://yoast.com/wordpress-seo/#article“,

“isPartOf”:{“@id”:”https://yoast.com/wordpress-seo/#webpage“},

“author”:{“@id”:”https://yoast.com/about-us/team/joost-de-valk/#author“,

“name”:”Joost de Valk”},

“publisher”:{“@id”:”https://yoast.com/#organization“},

“headline”:”WordPress SEO: the definitive guide”,

“datePublished”:”2019-03-28T14:05:01+00:00″,

“dateModified”:”2019-04-11T12:24:14+00:00″,

“commentCount”:”4″,

“mainEntityOfPage”:”https://yoast.com/wordpress-seo/#webpage“,

“image”:{“@id”:”https://yoast.com/wordpress-seo/#primaryimage“},

“keywords”:”Content SEO, Google Analytics, Mobile SEO, Security, Site Speed, Site Structure, Technical SEO, WordPress, Yoast SEO”},

{

“@type”:”Person”,

“@id”:”https://yoast.com/about-us/team/joost-de-valk/#author“,

“name”:”Joost de Valk”,

“image”:{“@type”:”ImageObject”,

“@id”:”https://yoast.com/#personlogo“, “url”:”https://yoast.com/app/uploads/2018/09/avatar_user_1_1537774226.png“,

“caption”:”Joost de Valk”},

“description”:”Joost de Valk is the founder and Chief Product Officer of Yoast and the Lead Marketing & Communication for WordPress.org. He’s a digital marketer, developer and an Open Source fanatic.”,

“sameAs”:[

https://www.facebook.com/jdevalk“,

http://www.linkedin.com/in/jdevalk“,

https://twitter.com/jdevalk“]}

]}</script

Troubleshooting your markup

With all these brackets, braces, and commas in play, mistakes can happen. So how do we detect and fix them?

Sublime Text error reporting

If you followed my pro tip above and set your syntax to JSON, Sublime Text will highlight certain errors for you.

Sublime Text has detected an error and made a highlight. It’s important to note that errors are “reported” in three ways:

The error is the highlighted item.The error is somewhere on the highlighted line.The error is somewhere in a previous field.

In this case, it’s the third option. Did you spot it? There’s a missing comma after “info@gofishdigital.com.”

Honestly, this error reporting can be confusing at first, but you’ll quickly get used to it and will start pinpointing the mistake(s) fairly easily.

Google’s structured data tool error reporting

Go to https://search.google.com/structured-data/testing-tool > New Test > Code Snippet. Paste and run your code. If there is an error, this is what you’ll see:

Click the error report and the tool will highlight the field after the error. As you’ll see, the missing comma after “info@gofishdigital” has caused the tool to highlight “telephone.” The logic there is that without the comma, that line actually is the error. It makes logical sense, but can be confusing, so it’s worth pointing out.

Sublime Text’s “hidden” underscore feature

Validating structured data markup can be maddening, and every little trick helps. As your structured data gets more complicated, the number of sections and brackets and curly braces is likely to increase. Sublime Text has a feature you may not have noticed that can help you keep track of everything!

In the above image, I’ve placed my cursor on the first line associated with the “sameAs” property. Look closely and you’ll notice that Sublime Text has underscored the brackets associated with this grouping. If the cursor is placed anywhere inside the grouping, you’ll need those underscores.

I often use this feature to match up my brackets and/or curly braces to be sure I haven’t left any out or added in an extra.

Validating your structured data

Of course, the ultimate goal of all this error checking is to get your code to validate. The troubleshooting tips above will help you develop a bulletproof method of error checking, and that you’ll end up with the euphoric feeling that validated markup gives!


Using Google search for unique cases

The lessons and examples in this guide should provide a solid, versatile knowledge base for most SEOs to work with. But you may run into a situation that you’re unsure how to accommodate. In those cases, Google it. I learned a lot about JSON-LD structured data and the Schema vocabulary by studying use cases (some that only loosely fit my situation) and fiddling with the code. You’ll run into a lot of clever and unique nesting techniques that will really get your wheels spinning.

Structured data and the future of search

The rumblings are that structured data is only going to become more important in moving forward. It’s one of the ways Google gathers information about the web and the world in general. It’s in your best interest as an SEO to untie the knot of JSON-LD structured data and the Schema vocabulary, and I hope this guide has helped do that. 

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