WordLift 2.0 (Pitch at JBoye11 in Aarhus)
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“From Content Findability to Content Discovery” Tuesday 8, 2011 - Aarhus, Denmark in PARTNERSHIP with: Word Lift
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Transcript of WordLift 2.0 (Pitch at JBoye11 in Aarhus)
“From Content Findability to Content Discovery”
Tuesday 8, 2011 - Aarhus, Denmark
in PARTNERSHIP with:
WordLift
Action Plana Week-End Project
Who we are
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
E D OW
W H TA
C R E A T I V I T Y
W E B
T E C H N O L O G Y
M A R K E T I N G
F O R M A T S
WHAT IS WORDLIFT?
Practice OUT
FROM TEXT TO DATA
Content Marketing
Entity extraction Content Enrichment
Editorial UI
Microdata Taggingfor Search Engines Optimization
1. WRITING
2. ANALYSIS
3. SEO++
Practice OUT
twelve - percent
downloadsone million largest web site
450in less then 4 months
Practice OUT
...an
d you
can d
ownl
oad i
t too
WORDLIFT 1.6
Content Marketing
Content Lifting
Search Engine Optimization
One million electric vehicles on the road by 2015: this is the target set by US President Barack Obama...
wordlift.insideout.io/electricvehicles
1. Reads the text of your posts
2. Recognize the US President (...and any relevant content entity)
3. Provides Google, Bing and Yahoo! with the information they need to
enrich their SERP
Rich
Snippet
Practice OUT
search engine land // seo ranking table
increaseCTR on Google Organic Search
decrease
“car insurance” Google.nleduard blacquière // orange valley
SEO Ranking Factors (they all work together)
%7-CTR/Costs on Google AdWords
Google Rich SnippetsTheory iN
%8+2
a Week-End ProjectAnd why YOU love it too
Why WE love WP so much?
%21twelve - percent
of the top
1000000. .one million largest web site
runs on
matt mullenweg // matt note 2011Theory iN
For the Editors or for the Users?
Sometimes
Why WE like Drupal morethan WP?
What can we do about it?
• 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
What SEO Factors are we looking at?
Content architecture
is limited
photos by serendipitys
Taking WordPress Navigation to a complete new paradigm
We shape WordLift as we use WordPress
Desire Path
WORDLIFT 2.0
Content Marketing
Content Lifting
Search Engine Optimization
Better Pathways for the Visitors
Better CMS for the Editors
TECHNICAL REQUIREMENTS
BUSINESSCONSTRAINTS
USERNEEDSEditors Users
Theory iN
...Then one day...we took
a “Real-World use case”to test drive
our ideas
Plot Summary
WORDLIFT 2.0
Date & Type as core Navigation Patterns
Content Intensive corporate news web site
Practice OUT
Plot Summary
WORDLIFT 2.0
1. WE “READ” ALL NEWS PUBLISHED IN THE LAST 3 YEARS AND...
PRODUCED A FIRST SERIES OF TREE-MAPSWITH ALL NAMED ENTITIES CONTAINED IN EACH POST
Practice OUT
Plot Summary
WORDLIFT 2.0
2. ANALYZED ALL THE POTENTIAL TARGETSOF A NEWS SITE
3. TOOK INSPIRATION FROM ROTHKO & FONTANA
Practice OUT
WORDLIFT 2.0
Footer
LogoSite*Navigation*Bar*(Level*1)
Display*Area*(Treemap,*Timeline,*Magazine,*Map)!
icons*differentiate*different*content*categories
colorAcoding*can*be*used*to*differentiate*what*is*strictly*related*to*the*published*and*what*is*of*
general*interest
Temi
Search*(with*autoAcomplete)
Filtri
e*
Target
ContextualAccessto*
SocialMedia
Related*Keywords*external*sites
TopicMenu
Most*used*
Keyword
Filters* Target
Site*Navigation*Bar*(Level*2)
4. DESIGNED A FIRST RESPONSIVE WIREFRAME
Optimal Viewing on any device
SocialMedia Ready
(RSS)
Truly engaging
Practice OUT
Practice OUT
WORDLIFT 2.0Navigation Patterns
“Making sure from the first time you’ll get it all”- Learning by discovering -
Topic menu
Map
Treemap
Timeline
Magazine
Search
Practice OUT
Plot Summary
WORDLIFT 2.0
How a Content Intensive web sitecould benefit from a semantic driven UI
and a more structured content architecture
Practice OUT
WORDPRESS STANBOL SEMANTIC WEBWORDLIFT REFACTOR
ANALYSE &REFACTOR
SELECT &STORE
EDITORS:WRITE, ENRICH
AND INDEX
USERS:ENGAGE AND
DISCOVER
1.6
2.0
= Plugin = SEO (Schema.org compliant)
= Plugin + Theme = SEO + Better Navigation Better CMS
How it works
Wha
t it b
rings
you
Open
Source
GRAZIE!
andrea volpinidavid riccitelli
By y
our
Side
maurizio sarlo
kim renberg
fady ramzy
CREDITS
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
this presentation is the result of many inspiring ideas and world-wide famous memes, here is the list:
any idea, graphics or meme belonging to us is available for sharing, copying and re-mixing under
creative commons license 3.0
