This presentation is focused on Semantic SEO techniques, the importance of curating structured data and the new Google search algorithm called Hummingbird. The hummingbird in English, is a very fast and accurate bird; in the world of search engines the changes introduced by this new algorithm are enormous. Google begins to understand, using natural language processing (NLP ), the search intent and provides answers instead of the traditional list of blue links. In this new scenario, it becomes crucial to "curate" your blog contents and link them with publicly available datasets. WordLift, a WordPress plugin (soon available in its version 3.0), allows us to publish content as Linked Open Data and connects these datasets with the Knowledge Graph of Google (the knowledge base Google uses to "respond" to users' queries). These slides, made by Kim Renberg and Andrea Volpini, have presented (in Italian) to the WordPress Meetup in Rome (# wproma on Twitter).

1. S E M A N T I C S E O I N T H E
P O S T H U M M I N G B I R D E R A .
H E L P R O B O T S D I S C O V E R Y O U R C O N T E N T S
Kim Renberg & Andrea Volpini

2. H O W D O Y O U T R A N S L AT E “ C O L I B R Ì ” ?
{
"edges": [
{
"context": "/ctx/all",
"dataset": "/d/wiktionary/en/it",
"end": "/c/en/hummingbird",
"endLemmas": "hummingbird",
"features": [
"/c/it/colibru00ec /r/TranslationOf -",
"/c/it/colibru00ec - /c/en/hummingbird",
"- /r/TranslationOf /c/en/hummingbird"
],
"id": "/e/d88c26726b4420a20c9bcaad73d0d6595f725be9",
"license": "/l/CC/By-SA",
"nodes": [
"/r/TranslationOf",
"/c/it/colibru00ec",
"/c/en/hummingbird"
],
"rel": "/r/TranslationOf",
"relLemmas": "",
"score": 8.572842,
"source_uri": "/and/[/s/rule/wiktionary_interlingual_definitions/,/s/web/
en.wiktionary.org/]",
"sources": [
"/s/rule/wiktionary_interlingual_definitions",
"/s/web/en.wiktionary.org"
],
"start": "/c/it/colibru00ec",
"startLemmas": "colibru00ec",
"surfaceText": "[[colibru00ec]] is Italian for [[hummingbird]]",
"text": [
"",
"colibru00ec",
"hummingbird"
],
"timestamp": "2014-04-08T16:39:18.722Z",
"uri": "/a/[/r/TranslationOf/,/c/it/colibru00ec/,/c/en/hummingbird/]",
"weight": 1.0
}
],
}

3. T H E N E W R U L E S
“Semantic Seo.”

4. B L U L I N K S ( G O O D O L D S E O )
H O W G O O G L E C H A N G E S # 1 / 3
S E A R C H O V E R G O O G L E . I T I N I TA L I A N

5. H O W G O O G L E C H A N G E S # 2 / 3
S E A R C H O V E R G O O G L E . I T I N E N G L I S H
E N T I T Y R E C O G N I T I O N

6. Q U E S T I O N / A N S W E R
H O W G O O G L E C H A N G E S # 3 / 3
S E A R C H O V E R G O O G L E . C O M I N E N G L I S H

7. How Entities are born.
T H E S H O RT S T O RY O F A PA C H E M A R M O T TA
Wikipedia
LO
D
Publishing
(in
RDF)
Freebase
Live
DBpedia

8. H O W T O D E F I N E E N T I T Y P R O P E R T I E S
T H E I M P O R TA N C E O F T H E S O U R C E ( P R O V E N A N C E )
foaf:homepage on DBpedia and
ns:common.topic.official_website on Freebase
are the properties that ensure authority of contents
published on marmotta.apache.org in reference to
Apache Marmotta
(…and not only…good “old” SEO still matters!)

9. W H AT H A P P E N S O N W O R D P R E S S
Let’s start back Writing…
ordLiftW

10. I N R E L AT I O N T O A PA C H E M A R M O T TA
Our side of the story…

11. O N O U R B L O G
The network of entities and posts around
Apache Marmotta

12. A N D H O W I T C O N N E C T S W I T H O T H E R D ATA
T H E I M P O R TA N C E O F T H E O W L : S A M E A S P R O P E R T Y A N D T H E R E L AT E D
C O N C E P T S E X P R E S S E D B Y D C T: R E L AT I O N
ow
l:sam
eAs
dct:relation
owl:sameAs connects our blog post on
Apache Marmotta (with the same entity
on Freebase).
!
Using dct:relation
we put Apache Marmotta
in relation with the concepts of
Open Source and
World Wide Web Consortium.

13. H O W T O H E L P R O B O T S D I S C O V E R
Y O U R C O N T E N T S
“Back to our post.”

14. H T T P : / / D ATA . R E D L I N K . I O / 3 5 3 / U 3 - W O R D L I F T /
R E V I S I O N /
W O R D P R E S S _ M E E T U P _ _ Q U E S TA _ V O LTA _ PA R L I A M O _
D I _ S E M A N T I C _ S E O _
The blog post, entities (dct:references), publishing
information (schema:datePublished and
schema:dateModified), the author (schema:author),
and the number of comments
(schema:interactionCount) are published as Linked
Open Data.
OFF-PAGE SEO

15. W H AT H A P P E N S O N
PA G E ? ( O N PA G E S E O )
…<span itemscope itemtype="http://schema.org/Thing" itemid="http://
data.redlink.io/353/u3-wordlift/entity/Apache_Marmotta"><link
itemprop="sameAs" href="http://rdf.freebase.com/ns/m.0wqhskn"><link
itemprop="url" href="http://3.wordlift.it/entity/apache-marmotta/" /
><span itemprop="name">Apache Marmotta</span></span>…
S C H E M A . O R G M A R K U P
V I E W - S O U R C E : H T T P : / / 3 . W O R D L I F T. I T / W O R D P R E S S - M E E T U P /
G O O G L E S T R U C T U R E D D ATA T E S T I N G T O O L

16. 5 8 5 M I L L I O N S W E B PA G E S A R E U S I N G S T R U C T U R E D D ATA … H O W A B O U T Y O U ?

17. I S I T R E A L LY S O
I M P O R TA N T ?
C U R AT I N G Y O U R D ATA I S T H E N E W S E O .
Here comes my namesake Andrea
Volpini, swimming champion and
undisputed star of the Google SERP
for my personal branded search.
!
The comparison is undoubtedly
overwhelming: ”he” is also on
Wikipedia!
With Hummingbird, when asking the
age (or questions related to the
founders of Insideout10, my company)
Google uses the properties of my
entity rather than the information on
my famous namesake!
Revenge of the nerds ... and of
structured data :)
B L U L I N K S ( G O O D O L D S E O )
Q U E S T I O N / A N S W E R

18. W O R D P R E S S M E D I A G A L L E RY
and…when the Web becomes your CMS
populates with images coming from the LOD!

19. C O N T E N T S C O N N E C T S W I T H D ATA
A N D D ATA H E L P S U S
T E L L I N G O U R S T O RY
D
A
TA
JO
U
R
N
A
LIS
M
U S I N G
D ATA V I S U A L I S AT I O N S

20. JOIN.WORDLIFT.IT

21. The company behind Apache Marmotta
MICO (Media in Context): a research project co-funded by the European Commission
Semantic Search Marketing Community on G+ and particularly Aaron Bradley, Barbara Starr and Matthew Brown
Special Thanks to:
O U R A M A Z I N G D I S T R I B U T E D T E A M I N R O M E , C A I R O A N D S A L Z B U R G !