UpBuild

Values-Driven Technical Marketing

Mike Arnesen

Why You Shouldn’t Use GTM to Implement Structured Data

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I’ve written quite a few blog posts and traveled extensively to speak at conferences about using Google Tag Manager to dynamically add structured data and semantic markup to your website(s). It’s one of the things I’ve become best known for. That’s okay (and I’m not complaining), because I really like that style of implementation and because it’s just plain cool to talk about, but, I wanted to write a blog post today to address a common misconception.

The misconception is this: that my talking a lot about using Google Tag Manager to implement structured data implies that I’m saying it’s UpBuild’s (or even, Google’s) recommended method for rolling out semantic markup and structured data on your web properties.

The fact is, it’s not. [Read more…] about Why You Shouldn’t Use GTM to Implement Structured Data

Filed Under: SEO

Leveraging Machine-Readable Entity IDs for SEO

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Once upon a time, I had a boss who would often describe my ideas as “bleeding edge”. I never much liked the description, because — frankly — it sounded disgusting. However, the term is meant to describe something a step beyond the cutting edge. An idea or strategy “so new and untested as to be potentially unreliable and carry a higher risk-to-reward ratio.” I’m not sure that applied to much of what I was doing back then in 2014 (well, there were a few things) but it certainly applies to this.

You’ll want to apply “potentially” and “theoretically” qualifiers to pretty much everything in this post. I think it’s worth taking action on this, but the benefits are as yet unproven. Note that, contrary to the definition of “bleeding edge” above, I think the risk here is almost non-existent while the potential upside is high.

Without further ado…

Let’s talk about machine-readable entity IDs in search and how to use them to your great advantage. Read on for more on the why and the how, and to get your free bookmarklet, too! [Read more…] about Leveraging Machine-Readable Entity IDs for SEO

Filed Under: SEO

UpBuild Turns 3 Years Old Today

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“Wow. This thing is really working.”

It's working!
You know it, Ani!

This is an exact thought that went through my head at the beginning of this week. Yesterday was a new team member’s first day (Hi, Nick!) and, as such, there was a lot going on. On top of that, we also were kicking off a new client (Thanks for going with us, Jenni and Helen!). On top of that, we ran into a big issue with a keyword research project for a current client that had to be dealt with before EOD. Oh, and it was a Monday, so there’s that, too.

My point is that there was a lot in motion and, in the startup agency game, that’s typically when things start to break down and fall apart. The great thing is…nothing did.

All of this was particularly fitting for the eve of UpBuild’s three-year anniversary — despite it being one of the most active days in recent memory, everything worked. Sure, there was stress and, yeah, no one got to Inbox Zero that day, but when we all logged off in the evening everything was stable and humming along nicely. The team could rest easy and know that we’d have tomorrow to sort the rest of it out.

To me, that’s a huge deal. [Read more…] about UpBuild Turns 3 Years Old Today

UpBuild is TINYpulse’s Happiest Company of 2017

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Earlier this year, TINYpulse — a lightweight employee engagement tool we use at UpBuild — announced that UpBuild earned the award for “Happiest Company of 2017” in the Marketing & Advertising category! This was based on our team’s average happiness ratings from our weekly mini-surveys throughout the year. We came back with an average score of 9 out of 10, beating the Marketing & Advertising industry standard by 22%!

This is an incredible honor and I think I can speak for the team in saying, “We’re super pumped to be acknowledged as the happiest company in Marketing & Advertising”! As icing on the cake, TINYpulse even sent us a physical award. This gorgeous thing (which is nearly impossible to photograph well) now sits in UpBuild HQ and may have to make an appearance at UpBuild’s next Team Day. [Read more…] about UpBuild is TINYpulse’s Happiest Company of 2017

Rocking the Client Vote at UpBuild

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When I founded UpBuild in 2015, my primary goal was fairly singular: create the company I’d want to work for. Like it or not, my work is directly tied to my personal quality of life and, fortunately, I don’t think I’m alone in that. If I have a bad day (or days) at work, my personal life suffers, which in turn causes my work to suffer. With UpBuild, I suppose you could say my goal has always been to systematically create as many good days as possible while minimizing the bad ones.

But this isn’t UpBuild’s origin story; this is a post about one specific aspect of who we are, which is directly related to this overarching vision. [Read more…] about Rocking the Client Vote at UpBuild