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From Knowledge Graphs to AI-powered SEO – The Theory

A talk by Andrea Volpini
CEO, Wordlift

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About this talk

The foundation of using schemas, knowledge graphs and NLP to develop a long-tail SEO strategy

With advancements in Artificial Intelligence happening everyday and Google pushing search results into the realm of conversational user interfaces, web publishers can benefit from deep learning (DL), structured linked data and natural language processing (NLP)

Building the knowledge graph using schema.org is foundational and enables organizations to exploit their data in modern SEO and digital marketing. Adding semantic markup helps search engines understand the content we write and helps us re-organize content to fit the needs of our audience

In this workshop, we will learn how to use knowledge graphs to discover new search-demand areas and build dynamic pages that can target long-tail queries. Long-tail are “unpopular” (i.e., low volume) and highly-focused search queries that tend to convert exceptionally well

After this workshop participants will be more aware of structured linked data and Semantic SEO. They will be equipped with concrete strategies and techniques to leverage on existing data - within their organization - for improving their publishing workflow and for discovering new long-tail queries. We will also cover some essential elements of natural language generation using Google’s T5 Text-to-Text Transfer Transformer Model

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Key Topics

The use case we’ll focus on is applicable across different industries and fits with SEO challenges where Knowledge Graphs can play a role. Topic areas include:

  • Modern SEO
  • Long-tail queries and NLP
  • From Linked Data to Structured Linked Data
  • NewsArticle
  • Frequently Asked Questions
  • Knowledge Graphs
  • Natural Language Generation
  • Abstractive Content Summarization using T5

Target Audience

  • Web Publishers
  • Marketers with a data-centric approach
  • Content creators and data practitioners who are (expected to be) involved in developing and/or enriching knowledge graphs to improve SEO and to grow online businesses
    • Marketeers
    • SEOs
    • Content Creators
    • Information Architects
    • Data Modelers

Goals

This workshop will be lecture-based and ensure that all participants share some common understanding and mindset about Semantic SEO, structured data, and NLP/NLG. We will introduce the concept of long-tail SEO strategy and how a schema.org Knowledge Graph can scale traffic on an enterprise website.

This session will bring practitioners having different backgrounds and roles (Marketers, SEOs, Content Creators, Information Architects, Data Scientists, etc.) at the same level of understanding.

Session outline

  • Introduction
    • Meet and Greet
    • Goals and scope of the tutorial
  • Semantic SEO and KG
    • Elements of Modern SEO and how Machine Learning and Linked Data are used in Google Search, Google Images, Google Assistant and Google Discover
    • Why structured linked data is important
    • What to expect from building our Knowledge Graph
    • What are long-tail keywords and how to find them using our KG
  • Q&A and more SEO knowledge sharing

Format

This workshop will be lecture-based.

Level

  • Intermediate - Advanced

Prerequisite Knowledge

  • Linked Data
  • Structured data markup
  • Schema.org vocabulary

Google Colab and WordPress will be used

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Andrea Volpini

Andrea Volpini, CEO of WordLift, is a visionary entrepreneur, now focusing on semantic web and artificial intelligence. Andrea works at the intersection of the semantic web, AI, and SEO, helping brands worldwide increase their organic search visibility, traffic, and conversions. Andrea has 20+ years of world-class experience in digital marketing. Previously, he was a cofounder of InSideOut10 and kick-started Redlink, a research spin-off focusing on AI and information extraction.

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