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Making Websites Talk: the rise of Voice Search and Conversational Interfaces

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Learn how to use the power of semantic intelligent content to make your website talk and to improve the findability of your content. During this workshop we will cover: Why semantically rich, intelligent content is important for artificial intelligence and machine learning applications, how to optimise your content for Voice Search and Personal Digital Assistants, how to build a chatbot for your website and an app for the Google Assistant, and the discovery of chatbots and key performance indicators to improve them  https://wordlift.io/blog/en/entity/wordcamp-europe-2018/

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Making Websites Talk: the rise of Voice Search and Conversational Interfaces

  1. 1. 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.
  2. 2. #idw2017#WCEU [Workshop] Making Websites Talk
  3. 3. I help publishers expand traffic with an organic sustainable growth ...using semantic web technologies an organic sustainable growth semantic web #WCEU
  4. 4. I 💙 experimenting to interact with the Web ...using new ways Artificial Intelligence #WCEU
  5. 5. 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
  6. 6. #WCEU
  7. 7. #WCEU
  8. 8. #WCEU
  9. 9. 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
  10. 10. 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
  11. 11. AI for Content Publishers WordLift team #WCEU Cognitive Systems are in desperate need of Structured Data
  12. 12. Human Machine $ 🤖 #WCEU
  13. 13. COGNITIVE ABILITIES MOTION
 & 
 MANIPULATION NATURAL LANGUAGE REASONING & PLANNING PERCEPTION MEMORY
 &
 EMOTION #WCEU
  14. 14. COGNITIVE ABILITIES MOTION
 & 
 MANIPULATION NATURAL LANGUAGE REASONING & PLANNING PERCEPTION MEMORY
 &
 EMOTION #WCEU
  15. 15. What is made of?AI DATA COMPUTING
 POWER DATA SCIENCE TIME
  16. 16. 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 ?
  17. 17. DATA INPUT OUTPUTTRAINING MODEL What is in a nutshell?machine learning
  18. 18. 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
  19. 19. @cyberandy OPEN (LINKED) DATA is the NEW TECHNICAL SEO 🚀
  20. 20. 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
  21. 21. @cyberandy FOCUS on (STRUCTURED) DATA … not on the AI
  22. 22. What is Linguistic Semantics?
 …and why it is important for AI 🤓 WordLift team #WCEU
  23. 23. @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
  24. 24. What is “Semantics”? I love Belgrade #WCEU
  25. 25. What is “Semantics”? different structure same meaning I Belgrade #WCEU
  26. 26. 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
  27. 27. Sharing Meaning Across the Globe 
 Here Comes the Semantic Web 🤓 WordLift team #WCEU
  28. 28. Gennaro Andy birthPlace Italy Website A Website B Website C knows Linked Data #WCEU
  29. 29. 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
  30. 30. 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
  31. 31. #WCEU
  32. 32. #WCEU
  33. 33. #WCEU http://data.wordlift.io/wl0737/entity/andrea_volpini
  34. 34. #WCEU STRUCTURED DATA IS LINKED DATASTRUCTURED DATA LINKED DATA
  35. 35. Ok Google, what is ?schema.org #WCEU
  36. 36. • 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
  37. 37. How 5-stars Linked Data affects findability Optimise for Search and for Google Assistant 🤓 WordLift team #WCEU
  38. 38. 5-stars linked data markup5 stars linked data #WCEU
  39. 39. Ok Google, what is assistant search optimization? assistant search optimization #WCEU personal
  40. 40. WordLift team Conversation Design 101 Bots and Digital Assistants are the new Websites #WCEU
  41. 41. @cyberandy #WCEU Ok Google, tell me something about personal ? Andrea Volpini
  42. 42. Lives in the MIND of people.Not in the code itself Does your website contain real-world knowledge? #WCEU
  43. 43. 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
  44. 44. 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
  45. 45. 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
  46. 46. 1 2 3 INSPIRE DESIGN CREATION Planning Validation #WCEU
  47. 47. @PERSON @EVENT @TOPIC Bot Framework and CMS share the same entities #WCEU
  48. 48. #idw2017“What is this website about?” “Who is the publisher?” “What are the main topics?” “Can I read the latest on BitCoin?”
  49. 49. <NEW CHATBOT GOES HERE> Hey Google, to my website…talk #WCEU
  50. 50. What and how to a chatbot?measure 👉 The new "Google Analytics" 👈 #WCEU
  51. 51. #WCEU Conversational Analytics
  52. 52. Session FlowFlow #WCEU
  53. 53. 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?
  54. 54. Conversation Design 101DESIGN 1.Keep your dialogue short and simple 2.Be brief 3.Personalise it to the user #WCEU
  55. 55. Conversation Design 101DESIGN 4.Test it with real users 5.Analyse and improve 6.Make your chatbot discoverable #WCEU
  56. 56. @cyberandy FOCUS on the QUALITY OF THE USER INTERACTIONS … not on the AI
  57. 57. Let’s get … in Action and Wrap Up WordLift team #WCEU It’s time to meet Sir Jason Link Our first Google Action
  58. 58. @cyberandy #WCEU Ok Google, tell me something about pers ?WordLift
  59. 59. 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
  60. 60. @cyberandy #WCEU Ok Google, What is pers ?Semantic SEO Structured Data/AMP GOOD
  61. 61. @cyberandy #WCEU Ok Google, News Results from pers ?windowsreport.com Claim Your Directory Page BETTER NEWSworks with: PODCAST RECIPES
  62. 62. @cyberandy #WCEU Ok Google, Ask Sir Jason Link what is pers?Linked Data Build Your Custom Action BEST
  63. 63. Let’s get our hands dirty… <DEMO> #WCEU
  64. 64. 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
  65. 65. 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
  66. 66. #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?
  67. 67. @cyberandy FOCUS on GREAT CONTENT … not on the AI
  68. 68. Others Ways to Make your Website Talk #WCEU https://voicewp.com/ https://wpengine.com/solution-center/amazon-polly/
  69. 69. @cyberandy FOCUS on: 1. (STRUCTURED) DATA 2. QUALITY OF THE USER INTERACTIONS 3. GREAT CONTENT … not on the AI
  70. 70. Questions? #WCEU
  71. 71. 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.
  72. 72. @cyberandy Hey Google, talk to Doctor Search Marketing
  73. 73. 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

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