Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Google offers guidance on generating structured data with JavaScript

Google offers guidance on generating structured data with JavaScript Blog Feature

April 7th, 2020 min read

Google has recently published a new guide for generating structured data with JavaScript.

Today, many website developers and technical SEO gurus lean on JavaScript to create dynamic website content, but some have distanced themselves from dynamically generating structured data simply due to a lack of clarity from Google.

Last year, John Mueller shied away from conversations surrounding structured data. From the sounds of his interviews, structured data didn't have any impact on SEO whatsoever.

But that's where things get a little confusing. Google's "Understanding how structured data works" document hints that structured data helps Google understand page context and crawl sites more efficiently — which should "theoretically" improve ranking signals.

Does structured data impact rankings? According to Search Engine Journal, it seems to have a pretty significant impact.

Either way, these recent Google guidelines will help marketers (and especially developers) understand how to generate structured data in JavaScript and have Google effectively crawl that structured data.

The value of structured data

Let's get the simple stuff out of the way: Structured data does impact ranking when it comes to snippets.

Both JSON-LD and microdata (hint: Google definitely prefers JSON-LD) help your website get into the snippet section (e.g., knowledge graphs, rich cards, carousels, etc.), but outside of those sections, we can't give a definitive answer on its impact on ranking signals. Google hasn't provided any definitive answers.

But you can't get featured on rich snippets without structured data. So, it certainly can improve your CTR and other valuable KPIs.

Studies show that simply appearing on rich snippets can improve CTR by up to 30%.

There's real value in structured data. But for years, no one has been perfectly sure how to generate structured data that wins with Google. Well, until now.

Google's three ways to generate structured data via JavaScript

Google lists three ways to generate structured data:

  1. With Google Tag Manager
  2. With custom JavaScript
  3. With server-side rendering

Using Google Tag Manager

Google Tag Manager lets you manage your structured data without actually diving into any code, so this is by far the simplest option.

There's a big caveat here — many sites are only going to be able to generate structured data via custom JavaScript. But, even when you generate the data in JavaScript, Tag Manager can help you manage it. So this is definitely something that you're going to want to know.

Google lists six steps for generating structured data with Tag Manager

  1. Install Google Tag Manager on your website
  2. Add a customer HTML tag to the container
  3. Paste the desired structured data block into the tag content
  4. Install the container (check 'Install Google Tag Manager' section of the container admin menu to see how)
  5. Publish the container in Google Tag Manager to add the tag to your website
  6. Test it out

Using custom JavaScript

This is how most of you have already been generating structured data.

According to Google, it can already understand and process structured data that's in the DOM when it renders the page. This is great news for most developers who have been leaning on custom JavaScript to generate structured data.

Here's the big pro tip from Google on this: check your results with the Rich Results Test.

All you have to do is enter your URL and Google will tell you if the page is "eligible for rich results." If you see "failure," you probably have a syntax error. Google has a guide on getting that fixed up.

Using server-side rendering

If you're using server-side rendering, Google recommends including the desired structured data in the rendered output. Again, check the results on the Rich Results Test.

Get started using structured data

If your website isn't using generated structured data, you should get on it. Without structured data, you're not going to get in those juicy rich snippets, and you're missing out on some of Google's best features.

One study showed a 677%  increase in organic traffic simply from appearing in rich snippets.

When it comes to technical SEO, structured data should be a crucial component of your game plan. Yes, page speed, rendering, indexation, and all of those other wonderful technical components are also important.

But now we know that Google craves structured data, and it has provided a step-by-step guide to create generated data that makes the Google bots happy. 

FREE On-Demand: The Website Optimization Summit Opening Keynote

Watch Liz Moorehead’s takeaway-filled opening keynote from the Website Optimization Summit for FREE inside IMPACT+.

Your business website should be your most profitable virtual employee -- closing deals left and right. Yet, business leaders and digital marketers just like you are unwittingly undermining the money-making potential of your website. 

Let Liz Moorehead show you the simple and powerful ways you can immediately increase the revenue potential of your business website, no matter what industry you’re in, in this information packed keynote.

Watch Free On-demand

Watch Liz Moorehead’s opening keynote from the Website Optimization Summit, FREE on-demand inside IMPACT+. Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it!
Watch Free On-Demand
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
FREE On-Demand: Watch Liz Moorehead’s Website Optimization Summit opening keynote now!
Watch Free On-demand
FREE On-Demand: Watch Liz Moorehead’s Website Optimization Summit opening keynote now!