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

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/colibr\u00ec /r/TranslationOf -",

"/c/it/colibr\u00ec - /c/en/hummingbird",

"- /r/TranslationOf /c/en/hummingbird" ],

"id": "/e/d88c26726b4420a20c9bcaad73d0d6595f725be9", "license": "/l/CC/By-SA",

"nodes": [ "/r/TranslationOf",

"/c/it/colibr\u00ec", "/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/colibr\u00ec", "startLemmas": "colibr\u00ec",

"surfaceText": "[[colibr\u00ec]] is Italian for [[hummingbird]]", "text": [

"", "colibr\u00ec", "hummingbird"

], "timestamp": "2014-04-08T16:39:18.722Z",

"uri": "/a/[/r/TranslationOf/,/c/it/colibr\u00ec/,/c/en/hummingbird/]", "weight": 1.0

} ], }

T H E N E W R U L E S

“Semantic Seo.”

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

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

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

How Entities are born.T H E S H O R T S T O R Y O F A PA C H E M A R M O T TA

Wik

iped

ia

LOD P

ublis

hing

(in R

DF)

Freebase

Live

DBpedi

a

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!)

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

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…

O N O U R B L O G

The network of entities and posts around Apache Marmotta

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

owl:s

ameA

sdct:r

elation

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.

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.”

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

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

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 ?

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

W O R D P R E S S M E D I A G A L L E R Y

and…when the Web becomes your CMS

populates with images coming from the LOD!

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 R Y

DATA JOURNAL I SM

U S I N G D ATA V I S U A L I S AT I O N S

JOIN.WORDLIFT.IT

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 !