SlideShare a Scribd company logo
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

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

  • 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.
  • 3. I help publishers expand traffic with an organic sustainable growth ...using semantic web technologies an organic sustainable growth semantic web #WCEU
  • 4. I 💙 experimenting to interact with the Web ...using new ways Artificial Intelligence #WCEU
  • 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
  • 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. 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. AI for Content Publishers WordLift team #WCEU Cognitive Systems are in desperate need of Structured Data
  • 15. What is made of?AI DATA COMPUTING
 POWER DATA SCIENCE TIME
  • 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. DATA INPUT OUTPUTTRAINING MODEL What is in a nutshell?machine learning
  • 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. @cyberandy OPEN (LINKED) DATA is the NEW TECHNICAL SEO 🚀
  • 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
  • 22. What is Linguistic Semantics?
 …and why it is important for AI 🤓 WordLift team #WCEU
  • 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. What is “Semantics”? I love Belgrade #WCEU
  • 25. What is “Semantics”? different structure same meaning I Belgrade #WCEU
  • 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. Sharing Meaning Across the Globe 
 Here Comes the Semantic Web 🤓 WordLift team #WCEU
  • 28. Gennaro Andy birthPlace Italy Website A Website B Website C knows Linked Data #WCEU
  • 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. 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. #WCEU
  • 32. #WCEU
  • 34. #WCEU STRUCTURED DATA IS LINKED DATASTRUCTURED DATA LINKED DATA
  • 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. How 5-stars Linked Data affects findability Optimise for Search and for Google Assistant 🤓 WordLift team #WCEU
  • 38. 5-stars linked data markup5 stars linked data #WCEU
  • 40. WordLift team Conversation Design 101 Bots and Digital Assistants are the new Websites #WCEU
  • 41. @cyberandy #WCEU Ok Google, tell me something about personal ? Andrea Volpini
  • 42. Lives in the MIND of people.Not in the code itself Does your website contain real-world knowledge? #WCEU
  • 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. 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. 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. 1 2 3 INSPIRE DESIGN CREATION Planning Validation #WCEU
  • 47. @PERSON @EVENT @TOPIC Bot Framework and CMS share the same entities #WCEU
  • 48. #idw2017“What is this website about?” “Who is the publisher?” “What are the main topics?” “Can I read the latest on BitCoin?”
  • 49. <NEW CHATBOT GOES HERE> Hey Google, to my website…talk #WCEU
  • 50. What and how to a chatbot?measure 👉 The new "Google Analytics" 👈 #WCEU
  • 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. Conversation Design 101DESIGN 1.Keep your dialogue short and simple 2.Be brief 3.Personalise it to the user #WCEU
  • 55. Conversation Design 101DESIGN 4.Test it with real users 5.Analyse and improve 6.Make your chatbot discoverable #WCEU
  • 56. @cyberandy FOCUS on the QUALITY OF THE USER INTERACTIONS … not on the AI
  • 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. @cyberandy #WCEU Ok Google, tell me something about pers ?WordLift
  • 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. @cyberandy #WCEU Ok Google, What is pers ?Semantic SEO Structured Data/AMP GOOD
  • 61. @cyberandy #WCEU Ok Google, News Results from pers ?windowsreport.com Claim Your Directory Page BETTER NEWSworks with: PODCAST RECIPES
  • 62. @cyberandy #WCEU Ok Google, Ask Sir Jason Link what is pers?Linked Data Build Your Custom Action BEST
  • 63. Let’s get our hands dirty… <DEMO> #WCEU
  • 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. 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. #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. @cyberandy FOCUS on GREAT CONTENT … not on the AI
  • 68. Others Ways to Make your Website Talk #WCEU https://voicewp.com/ https://wpengine.com/solution-center/amazon-polly/
  • 69. @cyberandy FOCUS on: 1. (STRUCTURED) DATA 2. QUALITY OF THE USER INTERACTIONS 3. GREAT CONTENT … not on the AI
  • 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. @cyberandy Hey Google, talk to Doctor Search Marketing
  • 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