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/

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. I help publishers expand traffic
with
...using semantic web technologies
an organic sustainable growth
semantic web
@cyberandywww.smxl.it #SMXLmilan

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. @cyberandywww.smxl.it #SMXLmilan

5. @cyberandywww.smxl.it #SMXLmilan

6. How many of you
are using
semantic markup?
Insights from our favorite crawler
+

7. @cyberandywww.smxl.it #SMXLmilan

8. How long would it take to mention all
relevant concepts in an article using
Schema?
relevant concepts
Schema
@cyberandywww.smxl.it #SMXLmilan

9. What is Linguistic
Semantics?
A preliminary introduction

10. PERSON
THING
(REFERENT)
STRING
(SYMBOL)
@cyberandywww.smxl.it #SMXLmilan

11. Sharing Meaning
Across the
Globe
Here Comes the Semantic Web

12. Martha
Andy
birthPlace
Italy
Website A Website B Website C
knows
Linked Data
@cyberandywww.smxl.it #SMXLmilan

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. 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. 5-stars linked data markup5 stars linked data
@cyberandywww.smxl.it #SMXLmilan

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. How 5-stars Linked
Data affects
findability
Search is Everywhere

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. Ok Google,
what is
personal
assistant
search
optimization ?
personal
assistant
search
optimization
@cyberandywww.smxl.it #SMXLmilan

20. “Findability” in the era of Semantic Search
Answer
#2
2 links
instead of 1
Interpretation
Search Intent
@cyberandywww.smxl.it #SMXLmilan

21. Input Features
@cyberandywww.smxl.it #SMXLmilan
How can a computer understand human language?

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. author
Entity
Schema.Org - Make Your Data Shine
AUTHORSHIP MATTERS
URL
Article Website
@cyberandywww.smxl.it #SMXLmilan

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. 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. Ok Google,
what is an
entity in
WordLift?
entity
WordLift
@cyberandywww.smxl.it #SMXLmilan

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. … 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. How to make
your website
talk
Long Live AI - The Web is dying
and bots will be the new Websites

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. 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. @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. 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. Get smarter
with your own
data
Semantics on Analytics: let’s
turn entities into insights

35. <EVENT SPARQL QUERY GOES HERE>
Sessions by EntitiesSessions Entities
@cyberandywww.smxl.it #SMXLmilan

36. When does harvest (ernte in German) peak?
@cyberandywww.smxl.it #SMXLmilan
harvest

37. Questions?
@cyberandywww.smxl.it #SMXLmilan

38. @cyberandywww.smxl.it #SMXLmilan
Hey Google, talk to
Doctor
Search Marketing

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. “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