There are many moving parts to designing and managing a website. Once your site is live, it’s important to begin installing the right plugins and codes on your website to accurately track its performance. One tool that proves invaluable throughout the life of your website is Google Tag Manager. This resource allows you to install a bit of code in the backend of your website. From there, you can manage marketing tags that track user behavior, all without needing to modify a website’s code manually. Here, we’ve detailed the core benefits of Google Tag Manager so you can gain a better understanding of this tool’s place in your SEO strategy.
Conversion Tracking
Properly tracking conversion actions your website users take is essential for key parts of your marketing strategy, such as demographic targeting, improving the user experience, and analyzing the performance of your current campaigns. With Google Tag Manager, you can track specific, individual behaviors, such as how many people click on call buttons on your website, or how many people submit a contact form. Better yet, with GTM, you can optimize how these conversions are tracked on your site for the most accurate data collection.
For example, if you have a contact form, your first inclination may be to track how many times people click on the “Submit” button at the end of the form. However, this can lead to inaccurate data feedback – just because someone has clicked on a button doesn’t mean they’ve actually filled out and sent in a form. Instead, if you have a ”Thank You” page that users are redirected to after fully filling out and submitting their form, you can track the page views instead. Since the “Thank You” page is only visible to those who fully complete a form, this is the most efficient way to track this particular conversion!
Schema Markup
Schema markup is a type of structured data code that is added to your website to improve your site’s ability to directly communicate core information to search engines. Common types of schema markup include:
- Local Business Schema: Communicated business information like hours, price, address, and contact information.
- Article Schema: Used for blogs and article content.
- Product Schema: Offers information about price and inventory availability.
- FAQPage Schema: Displays common questions and answers.
- HowTo Schema: For how-to guides.
The biggest benefit of using schema markup is that it genuinely helps your SERP rankings. By relaying key details about your website to search engines, such as FAQ questions or location information (address, business hours, etc.), these platforms are more likely to deem your web content as relevant and useful, which increases your digital presence.
Third-Party Platform Integration
There are many different types of marketing tags that hold various purposes. Google Tag Manager simplifies the process of installing these tags on your website. Instead of manually installing each code snippet, you only need to use one platform. If you are running social media ads on Facebook, for example, you can install Meta Pixel code to track this campaign’s data and performance.
Those who are engaging in email marketing through resources like Mailchimp can track engagement data from campaigns, which allows you to review and refine your strategy. Have an e-commerce business site with a chat feature? With GTM, you can also track engagement behavior from widgets like Zendesk Chat, gaining a better understanding of common concerns and questions from your customer base.
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