14-16, JUNE 2018
Andrea Volpini
Co-founder & CEO at WordLift
Making Websites
Talk
AI-powered SEO to
help machines
understand and
distribute your
contents.

#idw2017#WCEU
[Workshop]
Making
Websites Talk

I help publishers expand traffic with
an organic sustainable growth
...using semantic web technologies
an organic sustainable growth
semantic web
#WCEU

I 💙 experimenting
to interact with the Web
...using
new ways
Artificial Intelligence
#WCEU

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
👉 download the research paper 👈
#WCEU

#WCEU

#WCEU

#WCEU

We are going to have three sections
Intro on
linguistic AI,
Smart Content
and Structured
Data
Chatbot
Design,
Voice Search
and Key
Metrics
Let’s get…in
“Action” and
Final Wrap-Up
sections
“yes, you can ask as many questions
as you like during this workshop”
AI for Publishers Conversation Design 101 Meet Sir Jason Link
#WCEU

Go to and use the
code
www.menti.com
17 47 09
Grab the phone Go to www.menti.com Enter 174709 and vote!
1 2 3
#WCEU

AI for Content Publishers
WordLift team
#WCEU
Cognitive Systems are in desperate need of Structured Data

Human Machine
$ 🤖
#WCEU

COGNITIVE
ABILITIES
MOTION
&
MANIPULATION
NATURAL
LANGUAGE
REASONING
&
PLANNING
PERCEPTION
MEMORY
&
EMOTION
#WCEU

COGNITIVE
ABILITIES
MOTION
&
MANIPULATION
NATURAL
LANGUAGE
REASONING
&
PLANNING
PERCEPTION
MEMORY
&
EMOTION
#WCEU

What is made of?AI
DATA COMPUTING
POWER
DATA
SCIENCE
TIME

NLU
NLP
NLG
Natural Language Understanding
Extractive Summarisation
Natural Language Processing
Entity Recognition
Natural Language Generation
Abstractive Text Summarization
AIWhat are the type of linguistic ?

DATA
INPUT OUTPUTTRAINING
MODEL
What is in a nutshell?machine learning

TRUSTWORTHINESS
@cyberandy
👉 To help machines understand our content - we need to disseminate the
data that describes it.
In a research paper, from 2015, Google is anticipating how is planning to
back-up featured snippets with a trustworthiness score called Knowledge-Based
Trust (KBT)
• Increased consistency
• Logical internal linking structure
• Interlinking with giant graphs that search engines already use
How do machines asses ?
#WCEU

@cyberandy
OPEN (LINKED) DATA
is the
NEW TECHNICAL SEO
🚀

As we transition to an AI-first world marketers
should put a clear focus on data more than anything
else
3 converging marketing trends
@cyberandy
In today’s Workshop we will
experiment with
Structured
Data
Markup
AMP
Google
Actions
#WCEU

@cyberandy
FOCUS on (STRUCTURED)
DATA …
not on the AI

What is Linguistic Semantics?
…and why it is important for AI
🤓 WordLift team
#WCEU

@cyberandy
1.Optimise content for featured snippets by focusing on
conversational long-tail keywords (yes, look for questions in
your search logs, support transcripts and mobile search
queries)
2. Add structured data, extract entities and publish metadata
using linked data (it’s good for chatbot and it’s good for SEO)
3. Write articles and not just answers. Voice search and
chatbots typically are at the top of your funnel. You still
need to guide the user to the next steps with great content
4. Make sure your content can be read out aloud quickly -
elocution matters!
5. The Web is getting AMPed and you should embrace it too.
My revamped approach to machine-friendly content

What is “Semantics”?
I love Belgrade
#WCEU

What is “Semantics”?
different structure
same meaning
I Belgrade
#WCEU

Wait a second… let’s take a step back.
How does the human language work?
Symbolic
information is
stored in the
form of a code
or symbol
(i.e. )
Lives in the
MIND of
people.
Not in the
code itself
It is governed
by rules.
Rules help us
understand one
another
#WCEU

Sharing Meaning Across the Globe
Here Comes the Semantic Web
🤓 WordLift team
#WCEU

Gennaro
Andy
birthPlace
Italy
Website A Website B Website C
knows
Linked Data
#WCEU

Computers use URLs as unique identifiers
ANDY ENTERS
LINKED DATA
http://data.wordlift.io/wl0737/entity/andrea_volpini
Andy presents himself to computers using a
Linked Data persistent URL
unique identifiers
#WCEU
http://data.wordlift.io/wl0737/entity/andrea_volpini

uDAT is with other
ANDY BECOMES
AN ENTITY IN
WIKIDATA
Andy’s Linked Data persistent URL is linked
to the equivalent entity in Wikidata
DATA
#WCEU
https://www.wikidata.org/wiki/Q28085380
LINKED DATA

#WCEU

#WCEU

#WCEU
http://data.wordlift.io/wl0737/entity/andrea_volpini

#WCEU
STRUCTURED DATA IS LINKED DATASTRUCTURED DATA LINKED DATA

Ok Google,
what is
?schema.org
#WCEU

• Developed by and for the search engines
• Stable, reliable and extensible
• Has become the de-facto standard for Linked Data
development (like our WordLift)
• Strikes the right balance from complexity and
expressiveness
• Open and community driven

How 5-stars Linked Data affects
findability
Optimise for Search and for Google Assistant
🤓 WordLift team
#WCEU

5-stars linked data markup5 stars linked data
#WCEU

Ok Google,
what is
assistant
search
optimization?
assistant
search
optimization
#WCEU
personal

WordLift team
Conversation Design 101
Bots and Digital Assistants are the new Websites
#WCEU

@cyberandy
#WCEU
Ok Google,
tell me something
about personal
?
Andrea
Volpini

Lives in the MIND
of people.Not in
the code itself
Does your website contain real-world knowledge?
#WCEU

Lives in the MIND
of people.Not in
the code itself
It is governed by
rules.
Rules help us
understand one
another
Pygmalion looks at
his statue: it is
so beautiful that
he falls in love
with it
Greek Mythology
Does your website contain real-world knowledge?
#WCEU

It is governed by
rules.
Rules help us
understand one
another
Pygmalion looks at
his statue: it is
so beautiful that
he falls in love
with it
Euler finds there
is no solution to
the Königsberg
bridge problem and
invents…
the graph theory
Greek Mythology 1735, Prussia
Does your website contain real-world knowledge?
#WCEU

Weizenbaum designs
ELIZA to “sidestep
the problem of not
having a db of
real-world
knowledge”
Pygmalion looks at
his statue: it is
so beautiful that
he falls in love
with it
Euler finds there
is no solution to
the Königsberg
bridge problem and
invents…
the graph theory
Greek Mythology 1735, Prussia 1966, USA
Does your website contain real-world knowledge?
#WCEU

1 2 3
INSPIRE DESIGN CREATION
Planning Validation
#WCEU

@PERSON
@EVENT
@TOPIC
Bot Framework and CMS share
the same entities
#WCEU

#idw2017“What is this
website about?”
“Who is the
publisher?”
“What are
the main
topics?”
“Can I read
the latest
on BitCoin?”

<NEW CHATBOT GOES HERE>
Hey Google, to my website…talk
#WCEU

What and how to a chatbot?measure
👉 The new "Google Analytics" 👈
#WCEU

#WCEU
Conversational
Analytics

Session FlowFlow
#WCEU

INTELLIGENCE
#WCEU
NAVIGATIONANSWERING ERROR MANAGEMENT
UNDERSTANDINGONBOARDINGPERSONALITY
How good are the
responses? Are
they relevant?
How is it
dealing with
errors?
Do you feel lost
sometimes while
speaking?
What does the
chatbot
understand?
How easy is it
to understand
the purpose?
Is the tone and
voice consistent
at all time?
Is context taken
into account? Is
it able to
remember things?

Conversation Design 101DESIGN
1.Keep your dialogue short and simple
2.Be brief
3.Personalise it to the user
#WCEU

Conversation Design 101DESIGN
4.Test it with real users
5.Analyse and improve
6.Make your chatbot discoverable
#WCEU

@cyberandy
FOCUS on the QUALITY OF
THE USER INTERACTIONS …
not on the AI

Let’s get … in Action and Wrap Up
WordLift team
#WCEU
It’s time to meet Sir Jason Link
Our first Google Action

@cyberandy
#WCEU
Ok Google,
tell me something
about pers ?WordLift

Make content by Assistant
users
easy to be found
Structured Data/AMP Claim directory page Custom Action
•Optimised for Search and
for the Google Assistant
•Semantically enriched
content
•5 stars linked data
•Personalise the listing
in the Google Actions
Directory
•Let Google find your
action with implicit
invocation
•Add links to your intent
GOOD BETTER BEST
#WCEU

@cyberandy
#WCEU
Ok Google,
What is
pers ?Semantic SEO
Structured Data/AMP
GOOD

@cyberandy
#WCEU
Ok Google,
News Results from
pers ?windowsreport.com
Claim Your Directory Page
BETTER
NEWSworks with: PODCAST RECIPES

@cyberandy
#WCEU
Ok Google,
Ask Sir Jason Link
what is
pers?Linked Data
Build Your Custom Action
BEST

Let’s get our hands dirty…
<DEMO>
#WCEU

Chatbots: a simple use-case
“When is
WordCamp Europe
taking place?”
“The event
will start
June the
15th”
@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":"2
018-06-15"
Text
response +
“startDate”
We use the same on-page structured data that Google uses on its SERP
USER (WEBSITE &
NLP & BOTMESSAGING
PLATFORM FRAMEWORK
DATA GRAPH)
KNOWLEDGE
Chatbots
#WCEU

Chatbots: a more advanced way of pulling
data from your graph
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?”
@sys.date-period
@fact-category
next events
@fact-category
@sys.date-period
Chatbots
#WCEU

#idw2017
#
entity
type
entity
properties
intent utterances
query
type
fallback followup
1 Person name,
description,
image
Person - Tell me something about
@person?
- I want to know something about
@person?
- What do you know about
@person?
CMS
I am so sorry but I am
afraid I don't have an
answer to your question.
Would you like to know what
this website is about
instead?
- Would you like to know
another fact?
2 Website description Website - Tell me something about this
website?
CMS
Wait a second. WordLift has
not been used yet to
analyze the content of this
website
3 Publisher name,
description,
image
Publisher - Who is the publisher of this
website?
- Who is responsible for
publishing this content?
CMS
Shoot.I am afraid I don't
know much about the
publisher of this website.
- Would you like to know
something more about the
publisher of this website?
4 Event name,
description,
startDate,
endDate
What Event - What is @event about?
CMS
Ouch, I’m afraid I don’t
know much about it. I
promise I will learn more
about it
5 Event name,
description,
startDate,
endDate
Next Events - What are the next sessions?
- What are the upcoming sessions?
- What’s coming next?
SPARQL
I am sorry, there are no
upcoming events on this
website
- Would you like me to read
you about one of these
events?
5 Event name,
description,
location
Where Event - Where is @event taking place?
- Where is the location for
@event? CMS
Looks like I don’t have
this information for this
event. I am sorry.
- Would you like me to get
the directions to reach this
event?

@cyberandy
FOCUS on GREAT CONTENT …
not on the AI

Others Ways to Make your Website Talk
#WCEU
https://voicewp.com/
https://wpengine.com/solution-center/amazon-polly/

@cyberandy
FOCUS on:
1. (STRUCTURED) DATA
2. QUALITY OF THE USER
INTERACTIONS
3. GREAT CONTENT
…
not on the AI

Questions?
#WCEU

Ramia Marielle El Agamy, Editor-in-Chief at
Tharawat Magazine
#WCEU
Your Content deserves this.
“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.

@cyberandy
Hey Google, talk to
Doctor
Search Marketing

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
#WCEU