Tealium SEO (JSON-LD) Tag Setup Guide for Tealium iQ

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Tealium Search Engine Optimization (SEO) tag adds JSON-LD format data to your pages which allows search engines (i.e. Google) to customize the way search results are displayed for your site. This article describes how to set up the tag in Tealium iQ.

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Tag Configuration

First, go to the tag marketplace and add the Tealium SEO Tag to your profile (learn more about how to add a tag).

After adding the tag, configure the below settings:

• Homepage URL: Enter the complete homepage URL (including the protocol).
• Site Name: Enter the name of your site/company.
• Search URL: Enter the search URL and replace the query string value with "search_term_string".
  For example, if your search URL is http://query.example.com/search?q=smartphones. Replace the value of "smartphones" with "search_term_string" so the final URL becomes:http://query.example.com/search?q=search_term_string
• Use Path for Breadcrumb: Choose whether or not you want to auto-generate the path breadcrumb.
  • Yes (default): uses the pathname to build the breadcrumb.
  • No: uses the Data Mappings to build the breadcrumb.
• Build Product Data: Choose whether or not to automatically add the product details.
  • Yes (default): Use the E-Commerce extension to automatically build product data for product pages (recommended for E-Commerce sites).
  • No: Does not add product data.

Load Rules

Load rules determine when and where to load an instance of this tag on your site.

Recommended load rule: All Pages.

Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see Data Mappings.

The destination variables for the Tealium SEO Tag are built into its data mapping tab. Available categories are:

Standard

Destination Name	Description
Site Name	Your company or site name
Homepage URL	The complete homepage URL
List of Breadcrumb Names	Array of breadcrumb names
List of Breadcrumb URLs	Array of breadcrumb URLs
Custom JSON-LD Data	Sets a specific value in the JSON-LD object. Add custom data by replacing "custom" with your data name. Supports dot notation nesting e.g. json_ld.contactPoint.@type

How to Create Custom JSON-LD Data Mappings

Custom JSON-LD data is created using data mappings and dot-notation naming. You will need to know what the final JSON-LD should look like in your page in order to determine the mappings. Let's use the example of creating a contactPoint object.

In the final JSON-LD, the contactPoint object might look like this:

<script type="application/ld+json">
{ 
  "@context" : "http://schema.org",
  "@type" : "Organization",
  "url" : "http://www.example.com",
  "contactPoint": 
   {
      "@type": "ContactPoint",
      "telephone": "+1-888-555-1212",
      "contactType": "sales"
   }
}
</script>

In the tag, the entire object is represented by the json_ld name in the data mappings. From there, each item within the final object is referenced by using dot-notation. For example, to set all of the values from the example above, you would create the following data mappings: 

• json_ld.@context
• json_ld.@type
• json_ld.url

The tag will create sub-objects within the final JSON-LD based on the dot-notation structure you specify in the mappings. To create the contactPoint object in the example above, create data mappings with contactPoint at the second level and each property at the third level:

• json_ld.contactPoint.@type
• json_ld.contactPoint.telephone
• json_ld.contactPoint.contactType

In this case, let's assume you have a data layer variable named contact_phone that contains the phone number to set within the contactPoint telephone property. 

First, create a data mapping for contact_phone and select the Custom JSON-LD Data destination.

Second, click the json_ld.custom name to edit it, then change the value to json_ld.contactPoint.telephone.

The final data mappings might look like this, depending on the names of your variables:

E-Commerce

Since the Tealium SEO Tag is e-commerce enabled, it will automatically use the default E-Commerce Extension mappings. Manually mapping in this category is generally not needed unless:

• you want to override any Extension mappings
• your desired ecommerce variable is not offered in the Extension

Use the following mappings if Build Product Data is set to Yes.

Destination Name	Description
List of Product Names	Array of product names.
List of Product Brands	Array of product brands.
List of Product SKUs	Array of product SKUs.
List of Prices	Array of prices.
List of Product Image URLs	Array of image URLs.
List of Product Part Numbers	Array of product part numbers.
List of Product Rating Values	Array of product ratings.
List of Product Review Counts	Array of product review counts.
List of Product Descriptions	Array of product descriptions.
Product Price Currency	Array of product currency.

Creating Custom JSON-LD with Data Mappings

Custom JSON-LD data is created using data mappings and dot-notation naming. You will need to know what the final JSON-LD should look like in your page in order to determine the mappings. Let's use the example of creating a contactPoint object.

In the final JSON-LD, the contactPoint object might look like this:

<script type="application/ld+json">
{ 
  "@context" : "http://schema.org",
  "@type" : "Organization",
  "url" : "http://www.example.com",
  "contactPoint": 
   {
      "@type": "ContactPoint",
      "telephone": "+1-888-555-1212",
      "contactType": "sales"
   }
}
</script>

In the tag, the entire object is represented by the json_ld name in the data mappings. From there, each item within the final object is referenced by using dot-notation. For example, to set all of the values from the example above, you would create the following data mappings: 

• json_ld.@context
• json_ld.@type
• json_ld.url

The tag will create sub-objects within the final JSON-LD based on the dot-notation structure you specify in the mappings. To create the contactPoint object in the example above, create data mappings with contactPoint at the second level and each property at the third level:

• json_ld.contactPoint.@type
• json_ld.contactPoint.telephone
• json_ld.contactPoint.contactType

In this case, let's assume you have a data layer variable named contact_phone that contains the phone number to set within the contactPoint telephone property. 

First, create a data mapping for contact_phone and select the Custom JSON-LD Data destination.

Second, click the json_ld.custom name to edit it, then change the value tojson_ld.contactPoint.telephone.

The final data mappings might look like this, depending on the names of your variables:

Creating Custom JSON-LD with JavaScript

You can inject custom JSON objects using the JavaScript Code Extension scoped to this tag. The tag exposes a JavaScript utility function for adding custom objects called u.injectJSONLD(). It takes one parameter, an array of objects.

Example of adding a ContactPoint Schema:

u.injectJSONLD([{
    "@context": "http://schema.org",
    "@type": "Organization",
    "url": "https://www.example.com",
    "contactPoint": [{
        "@type": "ContactPoint",
        "telephone": "+1-877-555-1212",
        "contactType": "Lead",
        "contactOption": "TollFree",
        "areaServed": "US"
    }]
}]);

Vendor Documentation

• Intro to Structured Data
• schema.org - Full Hierarchy
• Site name and breadcrumb data - Google Developers
• Product Data - Google Developers