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“From Content Findability
  to Content Discovery”

       Tuesday 8, 2011 - Aarhus, Denmark




          WordLift
            in PARTNERSHIP with:
Action Plan
Who we are
a Week-End Project
INSIDEOUT10
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
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
WHAT IS WORDLIFT?




Practice OUT
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
twelve - percent




                                       40
                                        5 downloads
                                 one million largest web site
...and you can download it too




                                  in less then 4 months


                                            Practice OUT
Content Marketing




Content Lifting




Search Engine Optimization

                             WORDLIFT 1.6
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
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
Why WE love WP so much?
a Week-End Project it too
And why YOU love
2
                                         1%
Theory iN   matt mullenweg // matt note 2011




                                                    twelve - percent
                                                        of the top



                                               1 .
                                               .
                                               000000
                                               one million largest web site
                                                         runs on
WordLift 2.0 (Pitch at JBoye11 in Aarhus)
For the Editors or for the Users?
tim es
So me

Why WE like Drupal more
than WP?
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
Desire Path

 Taking WordPress Navigation to
       a complete new paradigm




We shape WordLift as we use WordPress
Content Marketing            Better Pathways for the Visitors




Content Lifting              Better CMS for the Editors




Search Engine Optimization

                             WORDLIFT 2.0
Theory iN

                        USER
              Editors   NEEDS   Users




  BUSINESS                               TECHNICAL
CONSTRAINTS                             REQUIREMENTS
...Then one day...
         we took
a “Real-World use case”
       to test drive
         our ideas
Practice OUT




     WORDLIFT 2.0
                 Plot Summary
  Content Intensive corporate news web site




Date & Type as core Navigation Patterns
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
Practice OUT




        WORDLIFT 2.0
                 Plot Summary


  2. ANALYZED ALL THE POTENTIAL TARGETS
              OF A NEWS SITE




3. TOOK INSPIRATION FROM ROTHKO & FONTANA
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
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 -
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
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
david riccitelli   maurizio sarlo     andrea volpini                 fady ramzy




                                                       kim renberg




                                    GRAZIE!



                                                                                  By your Side
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

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WordLift 2.0 (Pitch at JBoye11 in Aarhus)

  • 1. “From Content Findability to Content Discovery” Tuesday 8, 2011 - Aarhus, Denmark WordLift in PARTNERSHIP with:
  • 2. Action Plan Who we are a Week-End Project INSIDEOUT10
  • 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
  • 8. Content Marketing Content Lifting Search Engine Optimization WORDLIFT 1.6
  • 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
  • 14. For the Editors or for the Users?
  • 15. tim es So me Why WE like Drupal more than WP?
  • 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