Back on October 1, 2012, Google announced its Tag Manager tool for tracking tags and managing marketing on a website. Although it launched as a free solution, it still offered a lot of power. In fact, many of the best online marketing companies have utilized it as part of their search engine optimization services.
As explained by one internet marketing company, Tag Management came to life in response to the increasing demand for more agile tracking and marketing measurement abilities. In response, it became a popular solution for an inbound marketing agency.
With this tool, six or seven tags on a single page get replaced with just one container that has code capable of listening to rules that the backend of Tag Manager dictates. In other words, this solution manages all codes on a given page, which reduces both time and effort when enhancing SEO. Especially for some types of websites, including eCommerce sites, Tag Management helped significantly. The concept was to give marketers better control of a web page.
Not for SEO
However, in December 2017, Google stated that Tag Manager should not be used for SEO experiments. In fact, John Mueller from Google came right out and said that it should not be used for any SEO purposes. He said the reason is that it already takes skill and experience to get a site optimized correctly and that using Tag Manager would only add a layer of unpredictability.
Yeah, I’d avoid that if at all possible too. Getting SEO reasonably right is hard enough without adding a layer of ‘unpredictability” on top.
— John ☆.o(≧▽≦)o.☆ (@JohnMu) December 27, 2017
Mueller is not the only person who has stressed the importance of avoiding using Tag Manager for SEO. Other experts agree that while some agencies have used this Google tool for SEO, it was not intended for that purpose. For that reason, among others, marketing experts should avoid it. If used for SEO, Tag Manager overrides default values getting rendered. Unfortunately, some individuals do not have enough knowledge about the tool to use it correctly.
Professional Advice and Assistance
If you have questions about Tag Manager or need help with any SEO solution, go to the Google tag manager forums, read Google blogs and get in touch with professional SEO experts.