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14, NOVEMBER 2017
Andrea Volpini
Co-founder & CEO at WordLift
AI-Powered SEO
Build Your Own Knowledge
Graph and make your ...
I help publishers expand traffic
with
...using semantic web technologies
an organic sustainable growth
semantic web
@cyber...
Keep readers engaged by helping
machines understand what your
content is about
+18.47%
New Users
from Google
+17.3%
Avg.
T...
@cyberandywww.smxl.it #SMXLmilan
@cyberandywww.smxl.it #SMXLmilan
How many of you
are using
semantic markup?
Insights from our favorite crawler
+
@cyberandywww.smxl.it #SMXLmilan
How long would it take to mention all
relevant concepts in an article using
Schema?
relevant concepts
Schema
@cyberandywww...
What is Linguistic
Semantics?

A preliminary introduction
PERSON
THING
(REFERENT)
STRING
(SYMBOL)
@cyberandywww.smxl.it #SMXLmilan
Sharing Meaning
Across the
Globe 

Here Comes the Semantic Web
Martha
Andy
birthPlace
Italy
Website A Website B Website C
knows
Linked Data
@cyberandywww.smxl.it #SMXLmilan
Computers use URLs as unique identifiers
ANDY ENTERS 

LINKED DATA
http://mywebsite.com/Andy
Andy presents himself to comp...
RDF in a nutshell
1. Assign URIs to entities
(“things”)
○ Example: Andy the Person as the URI
ns:Andy
2. Link entities usi...
5-stars linked data markup5 stars linked data
@cyberandywww.smxl.it #SMXLmilan
While you write, WordLift…
☝Runs a full text analysis
a. WordLift analyses the content of an article and
identifies matchi...
How 5-stars Linked
Data affects
findability
Search is Everywhere
“Findability” is not simply SEO
It’s the ability to find and use
content by establishing a context, by
making content easi...
Ok Google,
what is
personal
assistant
search
optimization ?
personal
assistant
search
optimization
@cyberandywww.smxl.it #...
“Findability” in the era of Semantic Search
Answer
#2
2 links
instead of 1
Interpretation
Search Intent
@cyberandywww.smxl...
Input Features
@cyberandywww.smxl.it #SMXLmilan
How can a computer understand human language?
Intent Knowledge Answer
“When is SMXL
Milan 2017
taking place?”
“type”:
“event”
“date-time”:
“startDate”
…
Interpretation
...
author
Entity
Schema.Org - Make Your Data Shine
AUTHORSHIP MATTERS
URL
Article Website
@cyberandywww.smxl.it #SMXLmilan
The will be
shown as a backlink of
Boris’s website in the
Google Search consol !
Article
Schema.Org - Let’s look at the da...
Moving from building pages to creating structured data helps
you create relationships between entities that matters.
Conne...
Ok Google,
what is an
entity in
WordLift?
entity
WordLift
@cyberandywww.smxl.it #SMXLmilan
Let’s have a look at how content is
organized
SMXL Milan
2017
<Event>
Andrea
Volpini
<Person>
Richard
Wallis
<Person>
Mart...
… Wait, is this content or data?
It’s both!
<Person>
<Person>
<Person>
<Event>
Domain Specific Knowledge (Domain Entities ...
How to make
your website
talk
Long Live AI - The Web is dying
and bots will be the new Websites
WordLift: all you need to knowChatbots
intent
USER
KNOWLEDGE
(WEBSITE &NLP & BOTMESSAGING
answer
intent +
context
query
re...
Chatbots: a simple use-case
“When is
SMXL 2017
taking
place?”
USER
KNOWLEDGE
(WEBSITE &
DATA GRAPH)
NLP & BOT
FRAMEWORK
ME...
@fact-category
Interpretation
SPARQL Query
Result
SELECT * WHERE {
BIND( <http://schema.org/Event> as ?type )
?subject a ?...
1. By entity >> (show me all content on AI)
2. By date >> (show me all contents on AI written
in the last two weeks)
3. By...
Get smarter
with your own
data
Semantics on Analytics: let’s
turn entities into insights
<EVENT SPARQL QUERY GOES HERE>
Sessions by EntitiesSessions Entities
@cyberandywww.smxl.it #SMXLmilan
When does harvest (ernte in German) peak?
@cyberandywww.smxl.it #SMXLmilan
harvest
Questions?
@cyberandywww.smxl.it #SMXLmilan
@cyberandywww.smxl.it #SMXLmilan
Hey Google, talk to
Doctor
Search Marketing
Andrea Volpini


andrea@wordlift.io
https://wordlift.io
https://github.com/insideout10/wordlift-plugin

This work is licen...
“I don't believe you”, is the first thing I said to the Wordlift team
when they told me what their plugin could do. For us...
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AI-powered SEO - Structured Data & Semantics - WordLift for SMXL Milan 2017

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This is the presentation delivered at SMXL Milan at the Structured Data & Semantics panel. Learn how to automate your digital marketing tasks using natural language processing and linked data technologies. This presentation has been created in collaboration with WooRank 🙌 Read more 👉 https://wordlift.io/blog/en/entity/smxl-milan-2017/

Published in: Marketing

AI-powered SEO - Structured Data & Semantics - WordLift for SMXL Milan 2017

  1. 1. 14, NOVEMBER 2017 Andrea Volpini Co-founder & CEO at WordLift AI-Powered SEO Build Your Own Knowledge Graph and make your content easy to be found.
  2. 2. I help publishers expand traffic with ...using semantic web technologies an organic sustainable growth semantic web @cyberandywww.smxl.it #SMXLmilan
  3. 3. Keep readers engaged by helping machines understand what your content is about +18.47% New Users from Google +17.3% Avg. Time Spent +13.75% Session Duration after 3 months on a design blog from Poland readers engaged @cyberandywww.smxl.it #SMXLmilan ! download the research paper "
  4. 4. @cyberandywww.smxl.it #SMXLmilan
  5. 5. @cyberandywww.smxl.it #SMXLmilan
  6. 6. How many of you are using semantic markup? Insights from our favorite crawler +
  7. 7. @cyberandywww.smxl.it #SMXLmilan
  8. 8. How long would it take to mention all relevant concepts in an article using Schema? relevant concepts Schema @cyberandywww.smxl.it #SMXLmilan
  9. 9. What is Linguistic Semantics?
 A preliminary introduction
  10. 10. PERSON THING (REFERENT) STRING (SYMBOL) @cyberandywww.smxl.it #SMXLmilan
  11. 11. Sharing Meaning Across the Globe 
 Here Comes the Semantic Web
  12. 12. Martha Andy birthPlace Italy Website A Website B Website C knows Linked Data @cyberandywww.smxl.it #SMXLmilan
  13. 13. Computers use URLs as unique identifiers ANDY ENTERS 
 LINKED DATA http://mywebsite.com/Andy Andy presents himself to computers using a Linked Data persistent URL unique identifiers @cyberandywww.smxl.it #SMXLmilan
  14. 14. RDF in a nutshell 1. Assign URIs to entities (“things”) ○ Example: Andy the Person as the URI ns:Andy 2. Link entities using typed links (triples) ○ Example: ns:Andy, type, Person 3. An RDF model is a set of triples in a machine readable format 4. Publish on the web ns:Andy <schema:Person> <Entiy> “Andrea Volpini” subClassof rdf:type rdfs:label RDF @cyberandywww.smxl.it #SMXLmilan
  15. 15. 5-stars linked data markup5 stars linked data @cyberandywww.smxl.it #SMXLmilan
  16. 16. While you write, WordLift… ☝Runs a full text analysis a. WordLift analyses the content of an article and identifies matching entities and topics from large big data graphs such as Dbpedia, Freebase and Geonames or from the user’s internal vocabulary b. All extracted concepts are organized in four categories: Who (Person, Organization), Where (Place), When (Event), What (Creative Work, Product, Intangible) ✌Transforms articles into an 5-stars linked data graph that machines can process % Provides meaningful recommendations to let readers explore your content @cyberandywww.smxl.it #SMXLmilan
  17. 17. How 5-stars Linked Data affects findability Search is Everywhere
  18. 18. “Findability” is not simply SEO It’s the ability to find and use content by establishing a context, by making content easier to be found and by guiding the user to the “next steps” Building conversational interfaces that plug into Google Assistant, Cortana and Amazon Echo is part of this process @cyberandywww.smxl.it #SMXLmilan
  19. 19. Ok Google, what is personal assistant search optimization ? personal assistant search optimization @cyberandywww.smxl.it #SMXLmilan
  20. 20. “Findability” in the era of Semantic Search Answer #2 2 links instead of 1 Interpretation Search Intent @cyberandywww.smxl.it #SMXLmilan
  21. 21. Input Features @cyberandywww.smxl.it #SMXLmilan How can a computer understand human language?
  22. 22. Intent Knowledge Answer “When is SMXL Milan 2017 taking place?” “type”: “event” “date-time”: “startDate” … Interpretation Google gets the answer from the graph-based representation of knowledge (subject-predicate-object describing the event) that are found in our webpage subject-predicate-object @cyberandywww.smxl.it #SMXLmilan Where does this answer come from?
  23. 23. author Entity Schema.Org - Make Your Data Shine AUTHORSHIP MATTERS URL Article Website @cyberandywww.smxl.it #SMXLmilan
  24. 24. The will be shown as a backlink of Boris’s website in the Google Search consol ! Article Schema.Org - Let’s look at the data Google Search Console @cyberandywww.smxl.it #SMXLmilan
  25. 25. Moving from building pages to creating structured data helps you create relationships between entities that matters. Connecting all information related to an event like SMXL Milan across multiple pages has been strategic to stand out on Google search. ● Increased dwell time ● Enriched user experience with improved navigation ● New ways to engage readers with conversational interfaces RELATIONSHIPS REALLY MATTER @cyberandywww.smxl.it #SMXLmilan The Entity Based Content Model
  26. 26. Ok Google, what is an entity in WordLift? entity WordLift @cyberandywww.smxl.it #SMXLmilan
  27. 27. Let’s have a look at how content is organized SMXL Milan 2017 <Event> Andrea Volpini <Person> Richard Wallis <Person> Martha van Berkel <Person > URL image type relation relation relation Metadata Pillar Content Cluster Content @cyberandywww.smxl.it #SMXLmilan
  28. 28. … Wait, is this content or data? It’s both! <Person> <Person> <Person> <Event> Domain Specific Knowledge (Domain Entities and Properties) Meta Knowledge (Classes/Concepts) subclassOfsubclassOf subclassOf subclassOf<Place> <Entity> subclassOf @cyberandywww.smxl.it #SMXLmilan
  29. 29. How to make your website talk Long Live AI - The Web is dying and bots will be the new Websites
  30. 30. WordLift: all you need to knowChatbots intent USER KNOWLEDGE (WEBSITE &NLP & BOTMESSAGING answer intent + context query resultsresponse PLATFORM FRAMEWORK DATA GRAPH) @cyberandywww.smxl.it #SMXLmilan
  31. 31. Chatbots: a simple use-case “When is SMXL 2017 taking place?” USER KNOWLEDGE (WEBSITE & DATA GRAPH) NLP & BOT FRAMEWORK MESSAGIN G PLATFORM “The event will start November the 13th” @fact-category = webinar @sys.date-time = startDate Surface = Phone curl 
 'https://wordlift.io/blog/en/wp- admin/admin-ajax.php' --data 'action=wl_jsonld&id=5758' "startDate": "2017-11-13" Text response + “startDate” We use the same on-page structured data that Google uses on its SERP Chatbots @cyberandywww.smxl.it #SMXLmilan
  32. 32. @fact-category Interpretation SPARQL Query Result SELECT * WHERE { BIND( <http://schema.org/Event> as ?type ) ?subject a ?type ; rdfs:label ?label ; schema:startDate ?startDate . FILTER ( xsd:dateTime( ?startDate ) > now() )} We use a query language called SPARQL to compute the results “When are the next events ?” Chatbots: a more advanced way of pulling data from your graph Chatbots next @sys.date-period events @fact-category @cyberandywww.smxl.it #SMXLmilan
  33. 33. 1. By entity >> (show me all content on AI) 2. By date >> (show me all contents on AI written in the last two weeks) 3. By engagement >> (show me all contents on AI that have more than 20 interactions) 4. By author >> (show me last 10 articles by Ben Dickso n on AI) 5. By type >> (show me all articles that have to do with our events) 6. By class >> (show me all articles that have to do with dbo:Software) WordLift Knowledge Graph - Querying Capabilities AI AI last two weeks AI Ben Dickson AI events dbo:Software @cyberandywww.smxl.it #SMXLmilan
  34. 34. Get smarter with your own data Semantics on Analytics: let’s turn entities into insights
  35. 35. <EVENT SPARQL QUERY GOES HERE> Sessions by EntitiesSessions Entities @cyberandywww.smxl.it #SMXLmilan
  36. 36. When does harvest (ernte in German) peak? @cyberandywww.smxl.it #SMXLmilan harvest
  37. 37. Questions? @cyberandywww.smxl.it #SMXLmilan
  38. 38. @cyberandywww.smxl.it #SMXLmilan Hey Google, talk to Doctor Search Marketing
  39. 39. Andrea Volpini 
 andrea@wordlift.io https://wordlift.io https://github.com/insideout10/wordlift-plugin
 This work is licensed under a Creative Commons Attribution 4.0 International License. @cyberandywww.smxl.it #SMXLmilan
  40. 40. “I don't believe you”, is the first thing I said to the Wordlift team when they told me what their plugin could do. For us, as a publisher of business articles and a total dedication to original content, the benefits seemed almost too good to be true. Creating good content is hard enough in itself. Plugins like Wordlift make us feel like that effort isn’t in vain and our stories will be found by the right people, bringing them inspiration and knowledge. Your Content deserves this. Ramia Marielle El Agamy, Editor-in-Chief at Tharawat Magazine

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