AI-powered SEO - Structured Data & Semantics - WordLift for SMXL Milan 2017
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Andrea Volpini presents WordLift, an AI-powered SEO tool designed to enhance content findability through semantic web technologies. By leveraging linked data and structured content, it improves user engagement metrics such as new users, session duration, and average time spent on articles. The presentation emphasizes creating relationships between entities to enrich web content and enhance conversational interfaces for search optimization.
AI-powered SEO - Structured Data & Semantics - WordLift for 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 "
- 6. How many of you are using semantic markup? Insights from our favorite crawler +
- 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
- 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
- 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