Tips for Using Google Tag Manager to Implement SEO Changes
Different tag managers are used to implemet off-the-shelf tags, like Google Analytics or Facebook tracking.
Google Tag Manager helps make tag management simple, easy and reliable by allowing marketers and webmasters to deploy website tags all in one place. According to BuiltWith.com, GTP accounts for 72.6% of the tag management market.
MOZ’s Sam Nemzer has shared some useful tips on useing GTP for making SEO improvements.
Nemzer says, “Tag managers are mostly used to implement off-the-shelf tags, like Google Analytics or Facebook tracking. A lesser-known functionality is to implement custom HTML snippets (which can include JavaScript code). This allows you to make any arbitrary changes you like to the HTML of a page (or set of pages) based on rules you define. A benefit of using tag managers is that you can apply changes to pages at scale across a site with a single tag.
This allows us to bypass CMS restrictions and development queues, directly applying changes to things like page titles, canonical tags, and on-page content. Because tag managers use JavaScript to implement tags, in the past it hasn’t been seen as a reliable way to make SEO changes”.
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