Schema Markup to Boost Local SEO

Schema Markup to Boost Local SEO

Is it really worth it? 

Let’s start with the end. In the experiment I am sharing today we measured the impact of a specific improvement on the structured data of a website that references 500+ Local Business (more specifically the site promotes Lodging Business such as hotels and villas for rent). Before diving into the solution; let’s have a look at the results that we obtained using a Causal Impact analysis. If you are a marketing person or an SEO you constantly struggle to measure the impact of your actions in the most precise and irrefutable way; Casual Impact, a methodology originally introduced by Google, helps you exactly with this. It’s a statistical analysis that builds a Bayesian structural time series model that helps you isolate the impact of a single change being made on a digital platform. 

Cumulative result achieved after the first week (click data exported from GSC).

In a week, after improving the existing markup, we could see a positive increase of +5.09% of clicks coming from Google Search – this improvement is statistically relevant, unlikely to be due to random fluctuations and the probability of obtaining this effect by chance is very small 🔥🔥

We did two major improvements to the markup of these local businesses: 

  1. Improve the quality of NAP (Name, Address and Phone number) by reconciling the entities with entities in Google My Business (viia Google Maps APIs) and by making sure we had the same data Google has or better;
  2. Adding, for all the reconciled entities, the hasMap property with a direct link to the Google CID Number (Customer ID Number), this is an important identifier that  business owners and webmasters should know – it helps Google match entities found by crawling structured data with entities in GMB. 

Problem Statement

Google My Business is indeed the simplest and most effective way for a local business to enter the Google Knowledge Graph. If your site operates in the travel sector or provides users with immediate access to hundreds of local businesses, what should you do to market your pages using schema markup against a fierce competition made of the business themselves or large brands such as booking.com and tripadvisors.com?

How can you be more relevant for both travelers abroad searching for their dream holiday in another country and for locals trying to escape from large urban areas?


The approach, in most of our projects, is the same regardless of the vertical we work for: knowledge completion and entity reconciliation; these really are two essential building blocks of our SEO strategy. 

By providing more precise information in the form of structured linked data we are helping search engines find the searchers we’re looking for, at the best time of their customer journey. 

Another important aspect is that, while we’re keen on automating SEO (and data curation in general), we understand the importance of the continuous feedback loop between humans and machines: domain experts need to be able to validate the output and to correct any inaccurate predictions that the machine might produce. 

There is no way out – tools like WordLift needs to facilitate the process and web scale it but they cannot replace human knowledge and human validation (not yet at least). 

Agentive SEO = Human-in-the-Loop 

The Solution

LocalBusiness markup works for different types of businesses from a retail shop to a luxury hotel or a shopping center and it comes with sub-types (here is the full list of the different variants from the schema.org website). 

All the sub-types, when it comes to SEO and Google in particular, shall contain the following set of information: 

  1. Name, Address and Phone number (and here consistency plays a big role and we want to ensure that the same entity on Yelp shows the same data on Apple Maps, Google, Bing and all the other directories that clients might use)
  2. Reference to the official website (this becomes particularly relevant if the publisher does not coincide with the business owner) 
  3. Reference to the Google My Business entity (the 5% lift – we have seen above is indeed related to this specific piece of information) using the hasMap property
  4. Location data (and here, as you might image, we can do a lot more than just adding the address as a string of text)

The JSON-LD behind a Local Business 

Here is the gist.

Google My Business reconciliation

In order to improve the markup and to add the hasMap property on hundreds of pages we’ve added a new functionality in WordLift’s WordPress plugin (that also works already for non-WordPress websites) that helps editors: 

  • Trigger the reconciliation using Google Maps APIs
  • Review/Approve the suggestions 
  • Improve structured data markup for Local Business
Google My Business Reconciliation by WordLift

From the screen below the editor can either “Accept” or “Discard” the provided suggestions. 

WordLift reconciles an entity with a loose match with the name of the business, the address and/or the phone number. 

Improving the name of the local business by adding a new alias, adding the hasMap and the International Phone  number

Adding location markup using containedInPlace/containsPlace and linked data

As seen in the json-ld above we have added – in a previous iteration (and independently from the testing that was done this time) two important properties:

  1. containedInPlace and 
  2. the inverse-property containsPlace (on the pages related to villages and regions) to help search engines clearly understand the location of the local businesses. 

This data is also very helpful to compose the breadcrumbs as it will help the searcher understand and confirm the location of a business. Most of us, still make searches like “WordLift, Rome” to find a local business and more likely we will click on results where we can confirm that – yes, WordLift office is indeed located in Italy > Lazio > Rome.

administrative divisions in GeoNames for rione Regola in Rome
The administrative divisions in GeoNames for the rione Regola in Rome where our office is located

To extract this information along with the sameAs links to Wikidata and GeoNames (one of the largest geographical databases with more than 11 million locations) we used our linked data stack and an extension called WordLift Geo to automatically populate the knowledge graph and the JSON-LD with the containedInPlace and containsPlace properties. 

Are you dealing with geographical data on your website? Want to learn more about WordLift GEO and local SEO? Contact us.


  • We have seen a +5.09% increase in clicks (after only one week) on pages where we added the hasMap property and improved the consistency of NAP (business name, address and phone number) on a travel website listing over 500+ local businesses
  • We did this by interfacing the Google Maps Places APIs and by providing suggestions for the editor to validate/reject the suggestions
  • Using containedInPlace/containsPlace is also  a good way to improve the structured data of a local business and you should do this by adding also sameAs links to Wikidata and/or GeoNames to facilitate disambiguation
    • As most of the searches for local businesses (at least in travel) are in the form of “[business name][location where the business is located]”; we have seen in the past an increased in the CTR when schema Breadcrumb use this information from containedInPlace/containsPlace (see below 👇)
Breadcrumbs using the administrative divisions from GeoNames

FAQs on LocalBusiness markup

One key aspect in SEO, if you are a local business (or deal with local business), is to have  the correct location listed in Google Maps and link your website with Google My Business.  The best way to do that is to properly markup your Google Map URL using schema markup. 

What is the hasMap property and how should we use it?
In 2014 (schema v 1.7) the hasMap property was introduced to link a web page of a place with the URL of a map. In order to facilitate the link between a web page and the corresponding entity on Google Maps we can use the following snippet in the JSON-LD “hasMap”: “https://maps.google.com/maps?cid=YOURCIDNUMBER”  

What is the Google CID number? 
Google customer ID (CID) is a unique number used to identify a Google Ads account. This number can be used to link a website with the corresponding entity in Google My Business.

How can I find the Google CID number using Google Maps?
Search the business in Google Maps using the business nameView the source code (use view-source: followed by the url in your browser)Click CTRL+F and search the source code for “ludocid”The CID will be the string of numbers after “ludocid\\u003d” and before #lrd. You can alternatively use this Chrome extension.

AMP & Structured Data: Optimize AMP Pages with Schema.org

AMP & Structured Data: Optimize AMP Pages with Schema.org

Page Speed is the unquestionable strength of Accelerated Mobile Pages. This factor gives these pages an incredible boost in mobile SEO and in CTR. What can you do to further optimize your AMP pages? Here is where structured data in the form of schema.org markup comes into play.

Before we go deep into why structured data can be a not-so-obvious way to boost your AMP pages, let’s answer a simple question: what are Accelerated Mobile Pages and why are they so important?

AMP: the open-source library that speeds up your mobile pages

Launched by Google in 2015, AMP is an open-source library that allows developers to create web pages that load almost instantaneously on mobile browsers. In other words, speed is a crucial factor that AMP aims to optimize.

To understand why the speed factor is so important nowadays – especially after Google rolled out its mobile-first index – you have to think about how users are browsing the web and, therefore, how Google is trying to offer them a better search experience.

In 2018, mobile search has taken the lead over desktop search: 67% of worldwide visits are performed using mobile devices according to Stone Temple.

What do mobile users want? Speed!

Yep, it is as simple as that. 53% of mobile users leave a page after 3 seconds of loading. Does that sound exaggerated? Think about yourself, looking for a piece of information or news for a quick read and waiting in front of your tiny smartphone display for seconds that feel like minutes.

#AMP & #PageSpeed What do mobile users want? Speed! 53% of mobile users leave a page after 3 seconds of loading! Click To Tweet

I think you already know that frustrating feeling. In fact, 75% of mobile websites take 10 or more seconds to load.

By giving AMP pages a place of honor on its SERPs, Google is trying to guarantee its users a better search experience.

By implementing AMP on your website, you can:

  • Overcome your mobile speed issues
  • Give a better user experience to your readers
  • Incentivize Google to show your pages first instead of the slow-loading pages of the majority of your competitors
  • Your website will be eligible for visual stories, and rich result features, such as image, logo or headline, for instance 
  • Website might be able to be shown in mobile Search results as rich results
  • See your news featured in the top news carousel, if you are a news publisher

Google Top News Carousel with AMp

This is example of how Top Stories Carousel looks like with AMP

To prove why implementing AMP on your website is important, here are some basic figures taken from research conducted by TechJury in 2019 on mobile vs Desktop use. The numbers clearly indicate that mobile market share worldwide is 52.1% in comparison to desktop market share of 44.2%. What is not surprising is that Millennials spend about 3 hours and 45 minutes browsing on their mobile devices per day in 2019. It is highly unlikely that the number will decrease in 2020.

Here is another similar research by AMP Project, and it indicates that E-commerce websites which are using AMP, experienced a 20% increase in sales conversions compared to non-AMP pages. Still doubting whether you need to implement AMP?

Canonical page or native AMP?

To avoid duplicate content issues, Google requires each AMP page to be linked to its canonical non-AMP version, and the canonical page has to link back to the AMP page.

Here is the code that does the trick

In the AMP page you should place:

<link rel="canonical" href="https://www.example.com/url/to/full/document.html">

In the canonical page you should place:

<link rel="amphtml" href="https://www.example.com/url/to/amp/document.html">

In case the page is native-AMP, meaning that there isn’t another page for desktop devices, the canonical should be the AMP page itself. This could become a smart option in the future for websites whose traffic and business model is mostly mobile based.

#AMP A native-AMP website could become a smart option in the next future for those websites whose traffic and business model is mostly mobile-focused. Click To Tweet

Why adding structured data to AMP pages can make the difference

Adding schema.org markup to AMP is recommended by Google itself. In their guide of how to enhance AMP for Google Search, they begin with:

You can enhance your AMP content for Google Search by creating a basic AMP page, adding structured data, monitoring your pages, and practicing with codelabs.

And later in the same article:

Use structured data to enhance the appearance of your page in Google mobile search results. AMP pages with structured data can appear in rich results in mobile search, like the Top stories carousel or host carousel.

What exactly does “enhance the appearance of your page in Google mobile search” mean? As you can see in the example below, the page of SalzburgerLand Partners Meeting on WordLift Blog is an entity of the Event type. Below the link, you can see that Google features some basic metadata such as place and date. This gives users extra information and adds one more reason for them to click on the content.

The same thing can be done with different types of entities: for example, imagine products coming with their price and availability information.

Example of the Structured Data of an Event AMP as displayed by Google

How to add structured data to your AMP pages

Google Search recommends to use the same structured data markup for both the canonical and the AMP pages:

Use the same structured data markup across both the canonical and AMP pages.

This means that if you want to benefit from semantic SEO techniques on your AMP pages, you have to align the structured data of your AMP version to the canonical page. If you have invested some time with the schema.org markup of your content, it would be a shame not doing so!

AMP Project suggests to include in the structured data of your AMP at least these four schema.org properties to make your AMP pages more easy to find:

  1. the specific type of content (i.e. ‘news article’)
  2. the headline
  3. the published date
  4. associated preview images.

Of course, the richer your structured data is, the more that Google Search will understand the content on your page and be able to help you reach the right target audience. If you are not sure if the structured data parses correctly, you can use these tools to test structured data.

The more your #StructuredData is rich, the more Google Search will understand the content on your page and help you reach the right target audience. #SchemaOrg Click To Tweet

If you are using WordPress, you may already know that thanks to the plugin AMP for WordPress you can turn any of your pages or articles into an AMP page.

There are many other plugins that do the same thing, but we recommend you to chose this exact one because it comes from the first strict cooperation between Google and WordPress. In fact, the Google AMP team is the same team that is working to empower the WordPress ecosystem. One of the first results of this cooperation is the AMP for WordPress plugin created by Automatic, our friends at XWP (a leading WP developing agency) and Google itself. Here some some cool new updates that your website can benefit from:

  • Gutenberg Support
  • Divi Support 
  • AMP Stories
  • Improved CSS Optimization
  • Google Fonts Support For All Designs
  • AMP Infinite Scroll Support
  • Photo Gallery by 10Web Support
  • MEWE social network Support

What's new in the AMP Plugin? 

In the latest AMP Plugin Release, you will find even more support for AMP theme support, including support for core themes, a big update to the compatibility tool and extended Gutenberg support! ?

Learn more on XWP Blog! ?

Leo Postovoit

WordPress Consultant, XWP

From now on with WordLift, your AMP pages can finally inherit the schema.org markup of the canonical page and share the same JSON-LD. Simply put, after you add the structured data to your article, WordLift will automatically implement all the metadata in the corresponding AMP pages.

Using our plugin, structured data for AMP is quite simple. Have a look at this schema.org markup of an AMP post on the blog of our sister company InsideOut Today.

Structured Data AMP - How to add schema.org markup to your AMP pages

Above you can see the linked data from the JSON-LD of a blog post about the Opportunities & challenges for the Arab media industry. See also the canonical page.

Wrapping up: the benefits of structured data on AMP pages

Using the same markup for AMP pages and canonical pages, you will benefit from the advantages of a mobile-optimized page – since Google index is more and more focused on mobile performances – and also from the extra help of semantic SEO. Boom! You can kill two birds with one stone.

As we have seen before, AMP speeds up a website’s load time and therefore it increases mobile ranking, which affects the CTR. Users are more likely to click on the results that are more prominent on the SERP.

Wait, there’s more! A fast loading page will also have a lower bounce rate. Here the advantage is twofold: your users will benefit from a better UX and search engines will register the high dwell time as a positive signal – helping you to strengthen your website rankings.

#AMP speeds up a website load time. This means: better rankings, higher CTR and lower bounce rate. Boom! Click To Tweet

On the other side, enriching your AMP pages with structured data will help search engines better understand your content and also give them enough metadata to display your pages as rich snippets on the SERP. Guess what? This will guarantee you even a higher CTR.

Wanna try yourself? Get started with structured data for your AMP pages.
Make your website faster... and smarter! ⚡️

WordLift Next Generation receives grant from EU to Bring AI-Powered SEO to Any Website

WordLift, Redlink GmbH, SalzburgerLand Tourismus GmbH and the Department of Computer Science of the University of Innsbruck teamed up under the WordLift Next Generation project to develop a new platform to deliver Agentive SEO technology to any website. The work started in February and will last for 36 months.

We are pleased to announce that together with our partners Redlink GmbH, SalzburgerLand Tourismus GmbH and the Semantic Technology Institute at the University of Innsbruck, Austria, we have received funding support from EU  to develop a new technology that will be available for any Content Management System

The project, called WordLift Next Generation, will be developed with the financial support received from Eurostars H2020, a program promoted by the European Union that supports research activities and innovative SMEs. WordLift NG is part of a financing plan allocated by the EU to make European companies more competitive through AI tools at the service of businesses and people.

As our CEO Andrea Volpini stated recently, Artificial Intelligence is shaping the online world with huge investments from GAFAM  (Google, Apple, Facebook, Amazon e Microsoft). Our company successfully brought these technologies to mid/small size content owners, SMEs and news publishers worldwide using WordPress. It’s time to expand outside of the WordPress ecosystem while adding new services such as semantic search, improved content recommendations and conversational UIs for the Google Assistant and Alexa to help this market segment remain competitive.”

WordLift automates and streamlines the technical processes required to make a website discoverable through search engines and personal digital assistant; we have been first to market a Knowledge Graph optimized for SEO, combining semantic annotations with information publicly available as linked open data. 

With WordLift NG, the consortium plans to improve the way in which our software understands web articles and builds knowledge bases, employing semantic technology. With a more powerful knowledge graph, it will be possible to fully decouple WordLift from WordPress to make this technology available to any website worldwide. The consortium also aims to improve the quality of the content recommendations and to bring an engaging semantic search experience. Last but not least, as the knowledge base behind each website will improve, it will be possible to enable conversational experiences over Google Assistant and Alexa (focus will be on news and media and hospitality sector). 

To achieve these ambitious goals, we have teamed with leading organizations in Europe in the field of AI, NLP and Semantic Technologies and tourismus: Redlink GmbH (led by Andreas Gruber CEO of the company), the Semantic Technology Institute at the Department of Computer Science of the University of Innsbruck (under the supervision of Ass.-Prof. Dr. Anna Fensel) and, SalzburgerLand Tourismus GmbH (with Martin Reichhart, Innovation Manager as coordinator). 

Thanks to the EU funded project and the collaboration between Italy and Austria, WordLift NG will democratize the usage of agentive SEO, developing a complete new technology stack to help businesses around the world remain competitive in the ever-changing search and digital marketing landscape. The project has officially started on February 1, 2020, and will be completed in 36 months. 

How to integrate WordLift Semantic tracking with Google Analytics via Google Tag Manager

How to integrate WordLift Semantic tracking with Google Analytics via Google Tag Manager

Semantic Web Analytics is a powerful feature that was introduced with Wordlift 3.20 which allows you to better track your content and understand your audience. With the help of this feature, you can track entity usage across pages which in turn allows you to uncover the topics your visitors are interested in (thus you need to write more on those topics) and the topics which are not that popular among visitors.

If enabled, WordLift will send the Semantic Web data directly to your Google Analytics, which is perfectly fine if you have the Google Analytics tracking installed directly on the site or via a plugin. However, if your Google Analytics tracking is installed via Google Tag Manager, the default integration will not work so a custom integration via GTM will have to be performed.

Luckily, integrating the semantic entity tracking via GTM is really easy (as you will see below) so you don’t need to hire a Google Analytics expert for this.

To integrate semantic web analytics via Google Tag Manager you need to do 5 things:

  1. Enable “Analytics Settings” in WordLift plugin;
  2. Create the “Entity Type” and “Entity URI” custom dimensions in Google Analytics;
  3. Add the required variables in Google Tag Manager;
  4. Create the trigger to fire the GTM entity tag;
  5. Create the tag which sends the event with the entity data to Google Analytics.

Enabling “Analytics Settings” in WordLift plugin

In your WordPress dashboard, navigate to WordLift / Settings / Analytic Settings and enable the analytic settings.

Enable analytics settings WordLift

Creating the “Entity Type” and “Entity URI” custom dimensions in Google Analytics

After you have enabled analytics settings in WordLift, you need to go to the admin area of your Google Analytics account, and under property settings, click on “Custom dimensions”.

create_entity_type_URL_Google_AnalyticsIn there, you need to create 2 custom dimensions with the scope set to “Hit” type. In our example we have named the custom dimensions “Entity URI” and “Entity Type”.

Custom dimensions entity_type and entity_URL

Adding the required variables in Google Tag Manager

After creating the custom dimensions in Google Analytics, we need to create the variables which we will use to pass data from WordLift to Google Tag Manager and from there, to Google Analytics.

In total, in this step we need to create the following variables: wl_event_action, wl_event_category, wl_event_label, wl_event_value, wl_event_uri, wl_index_uri, wl_event_type, wl_index_type.

For this, open Google Tag Manager, navigate to “Variables” from the left menu and click on the “New” button.

Create new variables

In the panel that appeared, we need to enter the name of the variable (ex: wl_event_action) and set the variable type as Data Layer variable with the “Data Layer Variable Name” field set to the name of the variable (ex: wl_event_action). After configuring the variables, we need to click on the save button.

We need to repeat this process for all of the variables mentioned above. Next, in the “Google Analytics Settings” variable (if you don’t have one you need to create it), by clicking on “More Settings” (1), open the “Custom dimensions” options (2). In there, click on “+ Add Custom Dimension” button and in the “Index” field, click on the “+” button (3) and select the “wl_index_uri” variable while in the “Dimension Value” field select the “wl_event_uri” variable.

Creating tagsNext, in exactly the same way, add the “wl_index_type” – “wl_event_type” variables in the next custom dimension and click save (4).

Adding custom dimensions

Creating the GTM trigger

After creating the required variables, we need to create a trigger that will fire our entity event tag. For this, navigate to “Triggers” menu and click on “New”.

Creating GTM trigger

A new box will appear and in there, choose the trigger type as “Custom Event” (1) and in the “Event name” field, enter “Mentions”(2). In the “This trigger fires on” section, select “Some Custom Events” (3) and choose “event_action” equals “Mentions” (4). Give the trigger a descriptive name such as “Mentions” (5) and click save (6).

Mentions custom trigger

Creating the entity event tag in GTM

After we have created the variables and trigger, we can create the tag which will send the data to our GA property. For this, in the “Tag” menu, click on “New” and in the panel which appeared, click on the “Tag Configuration” area and select “Google Analytics: Universal Analytics”.

Creating entity tag GTM

After this, set the “Track Type” to “Event”, category to {{wl_event_category}}, action to {{wl_event_action}}, label to {{wl_event_label}} and value to {{wl_event_value}}.

Create tag GTM
We also need to set the “Non-Interaction Hit” option to “true” so that this event would not affect the bounce rate and in the “Google Analytics Settings” section, we need to choose the variable “Google Analytics Settings

In the trigger section of the tag we need to select the “Mentions” trigger which we created earlier.

After saving the tag, you can enable the preview and debug mode to check if the tag is firing correctly and if data is being sent to Google Analytics. If everything is working fine, you can go ahead and publish the container.

With this integration, you will be able to track page entities in Google Analytics, both as events and as custom dimensions. Later, you will be able to view and analyze the data either in the “Events” report from Google Analytics or if you want to take your reporting and analysis to the next level, you can use Google Data Studio and import this beautiful dashboard created by Martin Reichhart from Salzburgerland.


Tricia helps business owners and online marketers to get a better understanding of their marketing efforts and how users are using their website. She does this with the help of her Google Analytics audit which outlines the current state of tracking installed on the site and the ways it can be improved in order to enable business owners and marketers to make better decisions about their marketing efforts.

Tricia Borg

Tracking Expert, Analytics Help

Introducing your new content Dashboard

Introducing your new content Dashboard

Get to know your content and turn insight into action

The more you know about content, the easier it is to reach your readers by capturing search engines traffic. We’re happy to introduce a new dashboard to help you understand your content and to improve your editorial plan.

WordLift’s knowledge graph is the semantic representation of the content on your website. Every article and every page is annotated with one or more entities. These entities are accessible on the front-end as web pages (topical hubs) or are simply used by WordLift to add structured data markup depending on the way the plugin is configured.

WordLift Dashboard

The new content Dashboard

Your new Dashboard will help you quickly take action on insights about your content, including:

  • Most relevant entities. Find out which concepts are more prominent on your site (prominent = highest number of annotated posts), so you know if this is what you’re aiming for.
  • More connected entities. Spot entities that are mostly connected with other entities; these are concepts that help you build the context for your readers (they explain the things you talk about). You might want to create more articles around it when you have an entity that has lots of links to other entities and fewer articles.
  • Target articles to enrich that have not yet been WordLifted (one single click to Enrich) or focus your attention on improving your entities (with just one click on Boost). These links take you to the list of articles and the list entities that you can improve. Jump right on it and check it out yourself.

What are you waiting for? Let WordLift analyze your content for you. Download our plugin and unleash the power of semantic technologies.

Take full control of your search rankings

Find out the content that really ranks on Google

After many meetings, an endless number of sketches commits on git and tons of love, we are really happy to bring a brand new search ranking tool to our Editorial and Business subscribers, developed in partnership with Woorank.

Connecting with your audience isn’t just about ranking high on Google with a single keyword. When we write, in order to be relevant for our audience and following the introduction of Hummingbird, we need to focus on topical hubs.

To truly optimize your site for Google’s new semantic understanding of the user queries we have to think in terms of entities and not just keywords.

Moreover, we have to consider:

  1. the connections between entities and
  2. how these relationships help us build the context for the content that we are producing

To help you make this switch from keywords to entities we have created a tool that helps you track your rankings using the entities in the vocabulary of your website.

Here is how it works:

Keywords configuration panel

The Keywords configuration panel

You get to choose the keywords that matter the most for your business (or the top 200 keywords the site ranks for) and WordLift will track the rankings on a daily basis across the entire site.

Search Rankings widget

The Search Rankings widget on this blog

Under Search Rankings, you will find the entities that are driving the organic traffic on your website (the larger the tile and the more the concept is standing out on Google).

This data helps you immediately see if you are connecting with the right audience. Instead of scanning hundreds (or even thousands) of combinations of keywords and pages, in one single treemap, you can see what entities matter the most. Behind each concept, you might have one single page (i.e. the page for that entity) or hundreds of pages that you have annotated with that entity.

Here are just a few of the ways that you can use to turn this data into action:

  • Click on one entity and you will see the list of pages behind it and, in the table below, the different types of keywords that this topic is intercepting. Go ahead and build new pages for this topic or improve the already existing content to match what users are searching for.

Here is a quick overview of the cluster behind “Named Entity Recognition” on our website.


  • Is the entity relevant at all? If it is, how many pages, do you have on this topic? Would it better to expand this cluster by writing more about it? Then go ahead and start creating fresh new content for it.
  • Click on the three dots in the right bottom corner and keep on exploring all the other concepts that are driving organic traffic to your site. The more you dig the more you will explore what you are relevant for in the eyes of Google and your readers (higher levels in the treemap correspond to higher traffic volumes).

To calculate the size of each tile, WordLift is using an algorithm that we created similar to Google’s Pagerank to assess how much an entity is relevant in terms of search rankings on your site.

WordLift takes into account, with its Entityrank, how many pages have been annotated with that entity, how many other entities have been used to classify these pages, the search traffic the entity page is getting and the search traffic each keyword is bringing to the cluster of all the annotated pages.

This data is a real treasure box to help you boost the ROI of your content. Is the content you are writing the same content that people find on Google? What are the entities with a higher return for your site (i.e. “Artificial Intelligence” for us as well as “SEO” are responsible for the activation of the new trials)?

This and many other questions that you might have on your organic reach have an immediate answer with this widget. It’s time to find out — and to gain new insights in just a few clicks.

Upgrade to Editorial or Business plans now! ?

Read more about Semantic Analytics and how to use entities to gain more insights from you Google Analytics.

We take on a small handful of clients projects each year to help them boost their qualified traffic via our SEO Management Service

Do you want to be part of it?

Yes, send me a quote!

Meet Doreid, our new SEO Expert!

Meet Doreid, our new SEO Expert!

WordLift is happy to announce a new member of the team – Doreid Haddad!

Doreid is from Syria and moved to Rome in 2014.

Quick Facts

  • Name: Doreid Haddad
  • Age: 29
  • Position at WordLift: SEO Expert
  • Spoken Languages: Arabic (Native Speaker), Italian (C2), English (C1).
  • Bio: An SEO Expert and Digital Marketing Specialist based in Rome. His expertise includes Digital Marketing, Search Engine Optimization, Search Engine Marketing, Keywords Research, and Conversion Rate Optimization. He can’t say no to pizza.


Let’s Get to Know Doreid

  • What’s your Superpower? Analysis and numbers, studying the main web metrics, keyword research and discovery, data analysis, competitor analysis, and content optimization to get results and managing the development process.
  • Where have you lived? Where did you grow up? I was born and grew up in Syria then I moved to Lebanon where I spent some time before settling in Italy in 2013. I worked in the Hospitality & Tourism Sector moving from hotels in my country to the Royal Group of Rome and finally with Marriott International along with the Digital Marketing Sector.
  • What do you like to do in your free time? Football, computer, TV & traveling.
  • If you could describe yourself with an app, what would it be and why? Google Ads App that keeps campaigns running smoothly-no matter where your business takes you, because I am results-oriented, constantly checking in with the goal to determine how close or how far away we are and what it will take to make it happen.
  • If you could be in the movie of your choice, what movie would you choose and what character would you play? La Casa de Papel “Money Heist”, I think I would be a perfect fit for the role of “The Professor”.
  • 3 things you love the most about being a Wordlifter: Working with a highly skilled passionate and well-organized team. Making SEO in all the languages I speak for WordLift international clients. The variety, it is always changing and evolving and I enjoy watching the process of a creative idea grow into a successful business.


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