AI-powered SEO - Structured Data & Semantics - WordLift for SMXL Milan 2017

14, NOVEMBER 2017

Andrea VolpiniCo-founder & CEO at WordLift

AI-Powered SEO

Build Your Own Knowledge Graph and make your content easy to be found.

I help publishers expand traffic with

...using semantic web technologies

an organic sustainable growth

semantic web

@cyberandywww.smxl.it #SMXLmilan

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 "

https://wordlift.io/wp-content/uploads/2017/09/wordlift-proceedings-paper-SEMANTiCS2017.pdf



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

+


How long would it take to mention all relevant concepts in an article using Schema? relevant conceptsSchema


What is Linguistic Semantics?A preliminary introduction

PERSON

THING (REFERENT)

STRING (SYMBOL)


Sharing Meaning Across the Globe Here Comes the Semantic Web

Martha

Andy

birthPlace

Italy

Website A Website B Website C

knows

Linked Data


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


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


5-stars linked data markup5 stars linked data


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


How 5-stars Linked Data affects findability Search is Everywhere

“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


Ok Google, what is personal assistant search

optimization ?

personalassistantsearch

optimization


“Findability” in the era of Semantic Search

Answer

#2

2 links instead of 1

Interpretation

Search Intent


Input Features


How can a computer understand human language?

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


Where does this answer come from?

author

Entity

Schema.Org - Make Your Data Shine

AUTHORSHIP MATTERS

URL

Article Website


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


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


The Entity Based Content Model

Ok Google, what is an entity in WordLift?entityWordLift


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

relati

on

Metadata Pillar Content Cluster Content


… 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

subcla

ssOf<Place>

<Entity>

subcla

ssOf


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

WordLift: all you need to knowChatbots

intent

USERKNOWLEDGE (WEBSITE &NLP & BOTMESSAGING

answer

intent + context query

resultsresponse

PLATFORM FRAMEWORK DATA GRAPH)


Chatbots: a simple use-case

“When is SMXL 2017 taking place?”

USERKNOWLEDGE (WEBSITE & DATA GRAPH)

NLP & BOT FRAMEWORK

MESSAGING

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


@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 graphChatbots

[email protected]

events@fact-category


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

AIAI

last two weeksAI

Ben Dickson AI

events

dbo:Software


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

<EVENT SPARQL QUERY GOES HERE>

Sessions by EntitiesSessions Entities


When does harvest (ernte in German) peak?


harvest

Questions?



Hey Google, talk to

Doctor Search Marketing

Andrea Volpini

[email protected]

https://wordlift.io

https://github.com/insideout10/wordlift-plugin This work is licensed under a Creative Commons

Attribution 4.0 International License.


mailto:[email protected]

https://wordlift.io

https://github.com/insideout10/wordlift-plugin

http://creativecommons.org/licenses/by/4.0/

http://creativecommons.org/licenses/by/4.0/

https://github.com/insideout10/wordlift-plugin

https://worldlift.io








































































































“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