The ROI of markup | Webinar with Andrea Volpini

The ROI of markup | Webinar with Andrea Volpini

The Reasons You Need Structured Data

Nowadays markup is a must to compete on the SERP and to improve your online business reaching a qualified audience. In this webinar, Andrea Volpini talks about the impact of structured data and what’s its usage around the web.

This webinar was originally registered for Woorank

What Are You Going to Learn?

In this 1-hour webinar, Andrea Volpini will walk you through the value chain of structured data for your business.

Here are the key concepts that you are going to have a clear idea after this webinar:

  • What is structured data
  • How structured data can help you get rich results on the SERP
  • How structured data can improve the findability of your content
  • How structured data can help you build your brand online
  • How structured data can help your content to be featured on voice search
  • How structured data can help you organize your content – using the entity-based content model
  • How you can re-use structured data to get more insights on your website traffic with semantic analytics
  • How to calculate the ROI of structured data
  • Structured data common pitfalls
  • Structured data workflow


If I stop using this structured data for any reason, will it break my site?

No, removing structured data is a safe process to do but you will lose the associated rich results.
The main issue I see is, that when people decide to turn off structured data, the code is rarely sanitized and therefore we see broken structured data and conflicting statements that generate validation errors. That should be prevented.

How to calculate the ROI of schema markup?

To calculate the ROI of schema markup you shall determine the business value for each transaction (i.e. the average product value for an ecommerce website, the LTV for a SaaS subscription), the conversion rate (the percentage of users that actually reach the goal) and the implementation costs required for adding and maintaining structured data. You can then look at the clicks by filtering rich results only and use the following formula [(Total # of Clicks x CV) x Business Value] – Costs. You could also do the same exercise ahead of time by looking at the monthly volume and the click-through rate of the queries where you believe, using structured data, you could position your content.

I have a large website, what tool can I use to automate structured data markup?

We have created a JavaScript library called WordLift Cloud that can automate schema markup on websites with thousands of web pages.

Who is Andrea Volpini?

Andrea Volpini, CEO of WordLift, is a visionary entrepreneur, now focusing on semantic web and artificial intelligence.

Co-founder of InSideOut10 and director of InsideOut Today, Andrea has more than 20 years of world-class experience in online strategies and web publishing. In 2013 Andrea Volpini kick-started RedLink GmbH, a commercial spin-off focusing on semantic content enrichment, artificial intelligence, and search.

Semantic SEO Mini-Course in 6 Video Pills

Semantic SEO Mini-Course in 6 Video Pills

Ten years after its first theorization, the Semantic Web has finally become the main key to understand and organize the online content ecosystem.

Getting to know the main factors behind the Semantic Web and understanding how it works is crucial to master the latest SEO techniques. This approach is essential for anyone who intends to have a competitive attitude to content marketing and to craft semantically relevant content for search engines.

What will you learn in this webinar?

With this webinar, you will learn the principles underlying the functioning of the Semantic Web and the essential features that will help you take your first steps into its ecosystem. Our SEO expert Gennaro Cuofano will guide you in just six short pills to learn the basics of Semantic SEO.

Short Introduction

Follow Gennaro in the video below to learn more about the journey we are going to take together and get your map to work in the context of advanced SEO.



Loading player...


Pillole di SEO Semantica: il corso in 6 video

Pillole di SEO Semantica: il corso in 6 video

Oggi, per ottenere risultati altamente performanti, è indispensabile ragionare in termini semantici. A dieci anni dalla sua prima teorizzazione, infatti, il Web Semantico è ormai la principale chiave di lettura e di organizzazione dei contenuti online.

Imparare a conoscere i principali agenti alla base del Web Semantico e a padroneggiare la nuova SEO, risulta di fondamentale importanza per chiunque intenda avere un approccio competitivo al content marketing, costruendo contenuti semanticamente rilevanti per i motori di ricerca. 

Che cosa imparerai in questo webinar?

Grazie a questo webinar, imparerai i principi alla base del Web Semantico e il funzionamento degli strumenti indispensabili per muoverti all’interno del suo ecosistema. Il nostro SEO expert Edoardo Bedini ti guiderà alla conoscenza della SEO Semantica in sei brevi pillole video.

Breve introduzione al corso

Segui Edoardo e scopri nel video qua sotto il percorso che faremo insieme e che ti permetterà di avere le coordinate di base per lavorare sulla SEO nel mondo del web semantico.



Loading player...


How Google Ranking Works | Webinar with Jason Barnard

How Google Ranking Works | Webinar with Jason Barnard

Darwinism in SEO

Have you ever wondered how rich elements like the featured snippet take a place on the SERP? What Jason Barnard reveals to us is that each and every rich element on the page relies on a different algorithm. So, for example, there is a specific algorithm for the featured snippet on which depends its presence on the SERP. There is more: all the rich elements compete among them and with the 10 blue links to get a place.


Loading player...

Why does it matter?

In a context where the rich snippets are slowly replacing the 10 blue links, understanding the algorithm behind the rich elements is the first step to reshape the anatomy of a SERP.

What Are You Going to Learn?

In this 30 minutes webinar, Jason Barnard explains how Google calculates rankings for the blue links and for the rich elements such as the featured snippet, images, videos, knowlegde panels, and more.

The system he describes is so much wide and open that it can grow and adapt to a limitless number of rich elements. If you deeply understand it, you will be able to get what really matters to Google and find your place under the sun.

How Google Ranking Works – Darwinism in SEO: Presentation Deck

Find below Jason’s presentation in PDF. It’s rich of tips, examples and good practices: download it and skim it anytime you need. It’s free!

Read the presentation deck

Who is Jason Barnard?

Jason Barnard approached SEO to promote his first website. It was the year Google was incorporated and Jason was able to build up his website to become one of the top 10,000 most visited sites in the world – we are talking about 60 million visits in 2007.

After almost two decades of experience in the field, Jason is a digital marketing consultant, speaker, author and the host of the #SEOisAEO podcast, the funniest way to learn about digital marketing from world-class experts.

Mobile First Indexing | Webinar with Cindy Krum

Mobile First Indexing | Webinar with Cindy Krum

Why You Can’t Ignore Mobile First Indexing Anymore

Globally, mobile represents half of the searches, but – weirdly enough – SEO specialists and SEO tools are still heavily depending on desktop results for their work. And yet, ignoring mobile results nowadays is acting like an ostrich, hiding your head under the sand. That’s because just 11% of the URLs keep the same position both in mobile and desktop search. Ooops!

If you are working in SEO, you really can’t ignore anymore how the Mobile First Indexing is rearranging Google’s index based on topics, rather than URLs.

Get your head out of the sand and watch Cindy Krum’s webinar right now!


Loading player...

What Are You Going to Learn?

In this webinar, Cindy Krum shares a distillation of her experience. She uses lots of real-life examples and a case study to dig deeper into how Mobile First Indexing is changing SEO.

Here are some of the things that you’re going to learn from her:

  • How Google is using its knowledge graph to become an answer engine
  • How mobile SERPs are changing with the growth of the featured snippets
  • What are “fraggles” and why their role is going to become central to SEO
  • What SEO specialists can do to adapt their strategies to the Mobile First Indexing

Presentation Deck

Find below Cindy’s presentation in PDF. It’s rich of tips, examples and good practices: download it and skim it anytime you need. It’s free!

Read the presentation deck

Who is Cindy Krum?

Cindy Krum - CEO of MobileMoxieWith her company MobileMoxie, Cindy provides mobile marketing consultancy and brings fresh and creative ideas to her clients, providing on-site training and workshops.

Cindy is an active member of the digital marketing & growth communities. She speaks at national and international conferences on a regular basis, and has been quoted by many respected publications including PC World, Internet Retailer, TechWorld, Direct Magazine and Search Marketing Standard.

Cindy is also the author of Mobile Marketing: Finding Your Customers No Matter Where They Are, published by Que Publishing and now also available in German, Italian, Korean and Chinese.