Semantic SEO in the post Hummingbird Era and WordLift

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This presentation is focused on Semantic SEO techniques, the importance of curating structured data and the new Google search algorithm called Hummingbird.

The hummingbird in English, is a very fast and accurate bird; in the world of search engines the changes introduced by this new algorithm are enormous. Google begins to understand, using natural language processing (NLP ), the search intent and provides answers instead of the traditional list of blue links.

In this new scenario, it becomes crucial to "curate" your blog contents and link them with publicly available datasets.

WordLift, a WordPress plugin (soon available in its version 3.0), allows us to publish content as Linked Open Data and connects these datasets with the Knowledge Graph of Google (the knowledge base Google uses to "respond" to users' queries).

These slides, made by Kim Renberg and Andrea Volpini, have presented (in Italian) to the WordPress Meetup in Rome (# wproma on Twitter).

Published in: Technology, Education

Semantic SEO in the post Hummingbird Era and WordLift

  1. 1. S E M A N T I C S E O I N T H E P O S T H U M M I N G B I R D E R A . H E L P R O B O T S D I S C O V E R Y O U R C O N T E N T S Kim Renberg & Andrea Volpini
  2. 2. H O W D O Y O U T R A N S L AT E “ C O L I B R Ì ” ? { "edges": [ { "context": "/ctx/all", "dataset": "/d/wiktionary/en/it", "end": "/c/en/hummingbird", "endLemmas": "hummingbird", "features": [ "/c/it/colibru00ec /r/TranslationOf -", "/c/it/colibru00ec - /c/en/hummingbird", "- /r/TranslationOf /c/en/hummingbird" ], "id": "/e/d88c26726b4420a20c9bcaad73d0d6595f725be9", "license": "/l/CC/By-SA", "nodes": [ "/r/TranslationOf", "/c/it/colibru00ec", "/c/en/hummingbird" ], "rel": "/r/TranslationOf", "relLemmas": "", "score": 8.572842, "source_uri": "/and/[/s/rule/wiktionary_interlingual_definitions/,/s/web/ en.wiktionary.org/]", "sources": [ "/s/rule/wiktionary_interlingual_definitions", "/s/web/en.wiktionary.org" ], "start": "/c/it/colibru00ec", "startLemmas": "colibru00ec", "surfaceText": "[[colibru00ec]] is Italian for [[hummingbird]]", "text": [ "", "colibru00ec", "hummingbird" ], "timestamp": "2014-04-08T16:39:18.722Z", "uri": "/a/[/r/TranslationOf/,/c/it/colibru00ec/,/c/en/hummingbird/]", "weight": 1.0 } ], }
  3. 3. T H E N E W R U L E S “Semantic Seo.”
  4. 4. B L U L I N K S ( G O O D O L D S E O ) H O W G O O G L E C H A N G E S # 1 / 3 S E A R C H O V E R G O O G L E . I T I N I TA L I A N
  5. 5. H O W G O O G L E C H A N G E S # 2 / 3 S E A R C H O V E R G O O G L E . I T I N E N G L I S H E N T I T Y R E C O G N I T I O N
  6. 6. Q U E S T I O N / A N S W E R H O W G O O G L E C H A N G E S # 3 / 3 S E A R C H O V E R G O O G L E . C O M I N E N G L I S H
  7. 7. How Entities are born. T H E S H O RT S T O RY O F A PA C H E M A R M O T TA Wikipedia LO D Publishing (in RDF) Freebase Live DBpedia
  8. 8. H O W T O D E F I N E E N T I T Y P R O P E R T I E S T H E I M P O R TA N C E O F T H E S O U R C E ( P R O V E N A N C E ) foaf:homepage on DBpedia and ns:common.topic.official_website on Freebase are the properties that ensure authority of contents published on marmotta.apache.org in reference to Apache Marmotta (…and not only…good “old” SEO still matters!)
  9. 9. W H AT H A P P E N S O N W O R D P R E S S Let’s start back Writing… ordLiftW
  10. 10. I N R E L AT I O N T O A PA C H E M A R M O T TA Our side of the story…
  11. 11. O N O U R B L O G The network of entities and posts around Apache Marmotta
  12. 12. A N D H O W I T C O N N E C T S W I T H O T H E R D ATA T H E I M P O R TA N C E O F T H E O W L : S A M E A S P R O P E R T Y A N D T H E R E L AT E D C O N C E P T S E X P R E S S E D B Y D C T: R E L AT I O N ow l:sam eAs dct:relation owl:sameAs connects our blog post on Apache Marmotta (with the same entity on Freebase). ! Using dct:relation we put Apache Marmotta in relation with the concepts of Open Source and World Wide Web Consortium.
  13. 13. H O W T O H E L P R O B O T S D I S C O V E R Y O U R C O N T E N T S “Back to our post.”
  14. 14. H T T P : / / D ATA . R E D L I N K . I O / 3 5 3 / U 3 - W O R D L I F T / R E V I S I O N / W O R D P R E S S _ M E E T U P _ _ Q U E S TA _ V O LTA _ PA R L I A M O _ D I _ S E M A N T I C _ S E O _ The blog post, entities (dct:references), publishing information (schema:datePublished and schema:dateModified), the author (schema:author), and the number of comments (schema:interactionCount) are published as Linked Open Data. OFF-PAGE SEO
  15. 15. W H AT H A P P E N S O N PA G E ? ( O N PA G E S E O ) …<span itemscope itemtype="http://schema.org/Thing" itemid="http:// data.redlink.io/353/u3-wordlift/entity/Apache_Marmotta"><link itemprop="sameAs" href="http://rdf.freebase.com/ns/m.0wqhskn"><link itemprop="url" href="http://3.wordlift.it/entity/apache-marmotta/" / ><span itemprop="name">Apache Marmotta</span></span>… S C H E M A . O R G M A R K U P V I E W - S O U R C E : H T T P : / / 3 . W O R D L I F T. I T / W O R D P R E S S - M E E T U P / G O O G L E S T R U C T U R E D D ATA T E S T I N G T O O L
  16. 16. 5 8 5 M I L L I O N S W E B PA G E S A R E U S I N G S T R U C T U R E D D ATA … H O W A B O U T Y O U ?
  17. 17. I S I T R E A L LY S O I M P O R TA N T ? C U R AT I N G Y O U R D ATA I S T H E N E W S E O . Here comes my namesake Andrea Volpini, swimming champion and undisputed star of the Google SERP for my personal branded search. ! The comparison is undoubtedly overwhelming: ”he” is also on Wikipedia! With Hummingbird, when asking the age (or questions related to the founders of Insideout10, my company) Google uses the properties of my entity rather than the information on my famous namesake! Revenge of the nerds ... and of structured data :) B L U L I N K S ( G O O D O L D S E O ) Q U E S T I O N / A N S W E R
  18. 18. W O R D P R E S S M E D I A G A L L E RY and…when the Web becomes your CMS populates with images coming from the LOD!
  19. 19. C O N T E N T S C O N N E C T S W I T H D ATA A N D D ATA H E L P S U S T E L L I N G O U R S T O RY D A TA JO U R N A LIS M U S I N G D ATA V I S U A L I S AT I O N S
  20. 20. JOIN.WORDLIFT.IT
  21. 21. The company behind Apache Marmotta MICO (Media in Context): a research project co-funded by the European Commission Semantic Search Marketing Community on G+ and particularly Aaron Bradley, Barbara Starr and Matthew Brown Special Thanks to: O U R A M A Z I N G D I S T R I B U T E D T E A M I N R O M E , C A I R O A N D S A L Z B U R G !

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