3. Andrea Volpini
- Built my first website in 1996 with my
school buddy David
- Created my first start-up while still in
high school
- Ended-up installing the Mobile TV in
Pakistan and starting a company in Egypt
- In love with Danish design
4. M A R K E T I N G
C R E A T I V I T Y
W H A T
W E B
W E D O
T E C H N O L O G Y
F O R M A T S
6. Microdata Tagging
Content Marketing
for Search Engines Optimization
1. WRITING 3. SEO++
2. ANALYSIS
Entity extraction
Content Enrichment
Editorial UI
FROM TEXT TO DATA Practice OUT
7. twelve - percent
40
5 downloads
one million largest web site
...and you can download it too
in less then 4 months
Practice OUT
9. 1. Reads the text of your posts
One million electric vehicles
on the road by 2015: this is
the target set by US
Google President Barack Obama...
Rich
Sn ippet 2. Recognize the US President
(...and any relevant content entity)
wordlift.insideout.io/electricvehicles
3. Provides Google, Bing and Yahoo!
Practice OUT
with the information they need to
enrich their SERP
10. Theory iN search engine land // seo ranking table
Google Rich Snippets
8
2
+%
increase
CTR on Google Organic Search
SEO Ranking Factors
(they all work together)
decrease
7
-%
CTR/Costs on Google AdWords
“car insurance” Google.nl
eduard blacquière // orange valley
11. Why WE love WP so much?
a Week-End Project it too
And why YOU love
12. 2
1%
Theory iN matt mullenweg // matt note 2011
twelve - percent
of the top
1 .
.
000000
one million largest web site
runs on
16. photos by serendipitys
What SEO Factors
are we looking at?
What can we do Content
about it? architecture
is limited
• All your contents in WP can be
either Posts or Pages
• There is not a real content
structure that helps you define
different content types
• As natural consequence most of
the navigation patterns are limited
to Tag, Category and Date
17. Desire Path
Taking WordPress Navigation to
a complete new paradigm
We shape WordLift as we use WordPress
18. Content Marketing Better Pathways for the Visitors
Content Lifting Better CMS for the Editors
Search Engine Optimization
WORDLIFT 2.0
19. Theory iN
USER
Editors NEEDS Users
BUSINESS TECHNICAL
CONSTRAINTS REQUIREMENTS
20. ...Then one day...
we took
a “Real-World use case”
to test drive
our ideas
21. Practice OUT
WORDLIFT 2.0
Plot Summary
Content Intensive corporate news web site
Date & Type as core Navigation Patterns
22. Practice OUT
WORDLIFT 2.0
Plot Summary
1. WE “READ” ALL NEWS PUBLISHED
IN THE LAST 3 YEARS AND...
PRODUCED A FIRST SERIES OF TREE-MAPS
WITH ALL NAMED ENTITIES CONTAINED IN EACH POST
23. Practice OUT
WORDLIFT 2.0
Plot Summary
2. ANALYZED ALL THE POTENTIAL TARGETS
OF A NEWS SITE
3. TOOK INSPIRATION FROM ROTHKO & FONTANA
24. Practice OUT
Social
WORDLIFT 2.0
Media Ready
Logo
(RSS) Site*Navigation*Bar*(Level*1)
Site*Navigation*Bar*(Level*2)
Filters* Target
Truly Display*Area*(Treemap,*Timeline,*Magazine,*Map)!
Filtri
Contextual
engaging Temi
Topic
Menu
icons*differentiate*different*content*categories
e*
Access
to*
Target
Social
colorAcoding*can*be*used*to*differentiate*what*is* Media
strictly*related*to*the*published*and*what*is*of*
general*interest
Related*
Most* Keywords*
Search*
used* external*
Optimal Keyword
(with*autoAcomplete) sites
Viewing on
any device
Footer
Practice OUT
4. DESIGNED A FIRST RESPONSIVE WIREFRAME
25. Practice OUT
WORDLIFT 2.0
Topic menu
Magazine
Navigation Patterns
Map
Timeline
Treemap
Search
“Making sure from the first time you’ll get it all”
- Learning by discovering -
26. Practice OUT
WORDLIFT 2.0
Plot Summary
How a Content Intensive web site
could benefit from a semantic driven UI
and a more structured content architecture
27. How it works
WORDPRESS STANBOL SEMANTIC WEB
WORDLIFT REFACTOR
EDITORS:
WRITE, ENRICH
AND INDEX
SELECT & ANALYSE &
STORE REFACTOR
USERS:
ENGAGE AND
Open
DISCOVER
Source
What it brings you
1.6 = Plugin = SEO (Schema.org compliant)
Better Navigation
2.0 = Plugin + Theme = SEO +
Better CMS
28. david riccitelli maurizio sarlo andrea volpini fady ramzy
kim renberg
GRAZIE!
By your Side
29. CREDITS
this presentation is the result of many inspiring ideas and world-wide famous memes,
here is the list:
Matt Mullenweg, WP founder - http://ma.tt/2011/08/state-of-the-
word-2011/
STLab CNR Italy - http://prezi.com/ttx-3z--b1h_/iks-kres-dulcifier-and-
search-engine-optimization-integrity-check/
Eduard Blacquière, Digital Strategist http://www.emerce.nl/cases/hoger-
google-rendement-door-rich-snippets?t=1320059851
Search Engine Land, SEO Gurus http://searchengineland.com/seotable/
Serendipity, Photo Chic http://www.flickr.com/photos/serendipitys/
Interact, Web Designers http://www.interact.it
Rothko, Painter http://en.wikipedia.org/wiki/Mark_Rothko
František Kupka, Graphic Artist http://en.wikipedia.org/wiki/Franti
%C5%A1ek_Kupka
Lucio Fontana, Painter and Sculptor http://en.wikipedia.org/wiki/
Lucio_Fontana
any idea, graphics or meme belonging to us is available
for sharing, copying and re-mixing under
creative commons license 3.0