This document discusses how AI/ML can be used for SEO purposes. It describes WordLift, a semantic platform for SEO that uses NLP, ANNs and other techniques. It demonstrates how WordLift can be used to improve image alt text through image captioning, build knowledge graphs from URLs to enrich structured data, and analyze semantic similarity between titles and queries to boost click-through rates. The document also discusses challenges around data and the need for subject matter experts, and how the ML/AI stack is evolving to become simpler.

1. HOW AI/ML CAN
SUPERCHARGE
YOUR SEO

2. We help website owners expand traffic with an
organic sustainable growth
...using semantic web technologies

3. THE NEW SEO
MEETs
W
O
R
D
L
I
F
T
● A Semantic Platform for SEO
● 460+ active subscriptions
● Partner of WooRank (a
leading SEO tool from
Belgium)
● Available as WordPress
plugin and as JavaScript
library
● Started in 2017 after few
years in R&D
● Alive & Kicking 🎉

4. TRUSTED BY

5. Symbolic vs. Analogical Man: Top-Down vs. Bottom Up
Symbolic vs Connectionist AI
Logical vs.Analogical or Symbolic vs. Connectionist or Neat vs. Scruffy Marvin Minsky

6. Symbolic vs Connectionist AI
Logical vs.Analogical or Symbolic vs. Connectionist or Neat vs. Scruffy Marvin Minsky
Numerical Opacity: Symbolic Apple vs. Connectionist Apple

7. ARTIFICIAL INTELLIGENCE
Reasoning
NLP
Planning
Machine Learning
Supervised Unsupervised
Reinforcement
Learning
Deep Learning
(Neural Networks)
Harald Sack - “Do neural networks dream of semantics?” cc-by 2018
“The goal of AI is
to develop
machines that
behave as
though they
were intelligent.”
John McCarthy

8. Agentive SEO = Human-in-the-Loop
AI Process
(NLP, ANN,
Reasoning, …)
Human
Validation
OutputConfident
Uncertain
Active Learning

9. Gary Illyes on the importance of image search
for publishers and webmasters
https://twitter.com/methode/status/1126875386619412481?s=19

10. Image SEO using Deep Learning for Image
Captioning
1. Improve image alt tag
and description (when
missing)
2. Improve % of images
displayed in Google
Image Search
3. Improve Average CTR
on Google
<start>a man and a woman sitting at a table with a cake. <end>
BETA

11. Image SEO using Deep Learning for Image
Captioning
1. Improve image alt tag
and description (when
missing)
2. Improve % of images
displayed in Google
Image Search
3. Improve Average CTR
on Google
<start>a group of people sitting at a table and he seems 😐. <end>
BETA
Is
training
data
available
?
Use SOTA
models
NO
Train your
own model
YES

12. THE DEMO
Agentive SEO
WordLift
Image seo
plugin

13. Image SEO using Deep Learning for Image
Captioning (WordPress Plugin) 1/2
D
EM
O
existing title
proposed
caption
confidence

14. Image SEO using Deep Learning for Image
Captioning (WordPress Plugin) 2/2
D
EM
O

15. “Open data needs to be
taken as serious as open
source software.”
Chris Taggart
1. Semantic
(open) Data
is an
essential
building
block
LEARN
IN
G

16. Semi-automate Structured
Linked Data using NLP
1. Annotate/Link Named
Entities in posts and
pages
2. Build a Knowledge
Graph optimised for
SEO
3. Improve Impressions
and Clicks on Google
● 148.166 new users
from organic search
in 6 months
● +92.64% growth when
compared to similar
websites in Austria
W
O
RD
LIFT

18. From URLs to a Knowledge Graph
data expansion for travel destinations
BETA
1. Crawl urls that can
benefit from structured
data
2. Collect data from LOD
to enrich each page
3. Improve Impressions
and Clicks on Google

19. “The ground truth is
overrated. There’s this
underlying perception that
‘I’ve got the data to answer
my business question,’ and
sometimes it’s just not the
case.”
Tim Delisley
2. Subject-Matter-
Experts need
to be on the
team from
day one
LEARN
IN
G

20. Boost CTR by analysing the Semantic Similarity
between Queries and Titles
1. Find titles to improve
2. Improve these titles (or
enrich the search
snippet) to match the
most relevant query
3. Get a better % of CTR
on Google Search
EXPERIM
EN
T
We use TF-Hub Universal Encoder to analyze
the semantic similarity between titles and
queries on a travel website.

21. EXPERIM
EN
T

22. Higher similarity (y axis) seems to have a
correlation with the rankings (x axis)
Similarity (y) | Position (x) Titles that could be improved by adding the location
(alternatively the location can be added using
schema:breadcrumb)
EXPERIM
EN
T

23. “Data science should go
at the speed of thought.”
Cassie Kozyrkov
3. The ML/AI
stack is
evolving and
UX is
improving -
things
become
simpler
LEARN
IN
G

24. DRIVING FORCES
BEHIND AI
TRANSFORMATION
CLEAN DATA = DIRTY
MOTIVE?
dixonhjones Majestic CEO - “Structured Data: A Dirty Little Secret”

25. DRIVING FORCES
BEHIND AI
TRANSFORMATION
IS DATA FOR
GOOGLE ONLY?

26. Google Analytics goes Semantic
Traffic by Topic Topics mentioned in an article
W
O
RD
LIFT

27. “We want
raw data NOW.”
Tim Berners-Lee
4. Always link
data with other
data - data
becomes the
center of your
new
product/service
LEARN
IN
G

28. GRAZIE!!