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

Google

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