WordPress is a free and open source blogging tool and content management system (CMS) based on PHP and MySQL. It has many features including a plug-in architecture and a template system. WordPress is currently the most popular blogging system in use on the Web, powering over 8 Content Management System and the trend is growing

Websites using WordPress

Insideout10 is the company that created WordLift the semantic editor for WordPress, the online video platform HelixWare, and has started the WordPress Meetup in Rome.

Semantic Web

Semantic Web

The Semantic Web is a collaborative movement led by the international standards body, the World Wide Web Consortium (W3C). The standard promotes common data formats on the World Wide Web. By encouraging the inclusion of semantic content in web pages, the Semantic Web aims at converting the current web dominated by unstructured and semi-structured documents into a “web of data“. The Semantic Web stack builds on the W3C’s Resource Description Framework (RDF).

Why the Semantic Web? A few steps back

February 2009, Long Beach, CA, Sir Tim Berners-Lee, the founding father of the web is on a TED stage asking for help from the audience. In fact, he is envisioning the formation of a new web, built over the past net. A Semantic Web based on open linked data. Now the Semantic Web is here, and its technologies are available to digital marketers to make their SEO strategy more effective. How did we get there?

On august 1991 the first website went live. Today well over a billion websites comprise the web.

In less than a decade the number of websites exploded. It comprised millions of pages. Sir Tim Berners-Lee figured out he could connect web pages with what we all know today as hypertext. However, surfing the web was still limited because you could just go from one page to the next through links: the effort it took to find what you were looking for was massive.

That is why many ventured out in finding a way to search through those pages to find specific content to queries.

On that premise, at the end of the 90s search engines, like Google, sprouted up. In fact, PageRank was the foundation of Google, an algorithm that could rank pages on the web based on the popularity of each page.

The more quality backlinks a website received the more it could rank higher in the SERP. Backlinks are still the backbone of the web. However on that backbone a new web blossomed.

Back in 2012, futurist Ray Kurzweil arrived at Google, with one mission: make search engines understand human language. From that quest Google updated its algorithm in 2013, with Hummingbird and later on in 2015, AI became a major factor for search RankBrain.

It was a revolution. In fact, even though Google looks at more than 200 factors to assess the ranking of a page, it also uses Artificial Intelligence to rank those pages. In other words, Google looks more and more at the intention behind a user query based on the context rather than keywords.

For instance, if I type in the search box “french fries” I may be looking for something to eat or just the story behind the name. Of course, if I do this search at 8 a.m. in the morning most probably I intend to know more about the historical facts.

If I do the same search at 8 p.m., I may be looking for something to eat for dinner. But how does the search engine know what is the context? It reads human language, through Natural Language Processing (NLP). 

Google Knowledge Graph

Google Knowledge Graph

What is the Google Knowledge Graph?

The Google Knowledge Graph is a system added to Google Search and launched by Google on May 16, 2012. It is a knowledge base to provide more useful and relevant results to searches using a semantic-search technique. Knowledge Graph Panels have been added to the SERP of Google to provide links to external websites, general information (such as locations, reviews, opening hours etc.) and direct answers to questions. Information embedded in the Google Knowledge Graph is extracted from multiple sources, including structured data encoded in web pages using Microdata and JSON-LD formats.

The primary function of the Google Knowledge Graph is to learn about general facts of the world, organize these pieces of information together and understand how they can connect with each other. These ideas and information are organized into entities, each presenting different kinds of information and how each piece of information embedded within it can connect to another entity. For example, if you look up the search query “roman forum,” you will find a knowledge panel that provides a plethora of relevant information about the ancient forum. This includes things such as: photos, reviews, the option to buy tickets online, operating hours, an address and even related search queries of other major attractions in the city of Rome like the Trevi Fountain and the Pantheon. For Google to understand the Roman Forum as an entity, it connects it to other entities like Rome (as a city), Ancient Rome (as a subject), Place (as a visitable location), as well as a  LocalBusiness (where you can buy tickets, attend events and has operating hours).

These entities and the Google Knowledge Graph’s use of these entities are not only a means for Google to organize this information, but it’s also essential in presenting this information on mobile results and through voice search. The Google Knowledge Graph organizes this information not only to be informational but conversational as well. On mobile, this information can be delivered in a more presentable and easier to digest manner than a series of blue links and small text. For voice, a user can tell Google, “Book three tickets to the Roman Forum and Colosseum for next wednesday.” Google can understand what the user is asking by knowing that the “Roman Forum” and “Colosseum” are both attractions and local businesses as well as that next wednesday means April 17th. From there, Google can take this information to complete a task or ask the user for more information or clarification if not enough has been provided.

From “strings” to “things“: Google’s endless quest for clarity 

No one really knows for sure when and why languages arose in human history. As British anthropologist, Robin Dunbar suggests, language may have emerged to allow humans to build, foster and maintain relationships. That is what the “Gossip Hypothesis” states. Whether or not this theory holds true, we cannot deny that we live in a world filled with small talk. Yet, through chit-chatting we strive for clarity. When we ask a question, we don’t want answers. We want the answer! That is what Google Knowledge Graph has been attempting to do since 2012. If out of the blue I say “you’re like Socrates,” chances are you’ll be thinking about the greek philosopher. Yet if I said that while playing soccer with my friends that would change everything. Why? Because Socrates + Soccer = Brazilian soccer player That may sound trivial for humans as we do it naturally, but not for search engines!

The Google Knowledge Graph leverages on the relationships between words and concepts to understand the context, thus assigning a specific meaning to a word.

How to get on the Google Knowledge Graph

To get your entities embedded in the Google Knowledge Graph, you will need to establish an online presence and become an authority on your subject. Establishing an online presence is easy, such as creating website content with structured data, registering your site with Google My Business and Search Console and any other important platforms such as Facebook and YouTube. To become an expert on your subject (in the eyes of the Google Knowledge Graph Team), create content using keyword research and structured data. Doing these can help Google create entities using your content and the knowledge you’ve provided.

Google has introduced a new way for any person, brand, company, organization, sports team, event and media property with an existing Knowledge Panel, to get verified and to suggest edits to the information presented by Google. It is a very simple process and the most direct way to suggest edits that will be added to the Google Knowledge Graph.

You can start by clicking on the phrase that starts with “Do you manage the online presence for xyz?”

Andrea Volpini, founder of InsideOut10

How to claim your entity on Google

You will be required to share with Google your social profiles (by taking a screenshot of the browser window where it appears you are logged in) and a photo of yourself holding an identity card. Once this step has been completed, the The Google Search Team will verify the information and  you will receive an email from them (mine arrived after two weeks) that will allow you to keep the data on Google always up to date.

The email from The Google Search Team after being verified.

The email from The Google Search Team after being verified.

Updating your entity in the Google Knowledge Graph

Once you’re on the knowledge graph, you will be able to click the Suggest an edit link (or suggest edits if on mobile) at the top of the knowledge panel and from there click the information that you want to change and propose the changes. In the response box you shall write a short description that:

  • Clearly state your suggested change
  • Explain why your suggestion is correct and should replace the existing content
  • Include a publicly accessible URL that confirms your suggested change

If there are multiple changes or suggestions you’d like to make, make sure you submit the necessary feedback for each change you plan on making.

You can update your featured image and some of the properties being displayed accordingly to each entity type (read here for more information).

The Google Knowledge Graph Search API

The Google Knowledge Graph Application Program Interface (API) enables you to find entities embedded within the Google Knowledge Graph using schema.org markup.This can be used to: get a ranked listing of notable entities in a certain criteria, completing entities in a search box, and annotate/organize content. The API can be found in Google’s API explorer.

Using the API to find entities is relatively easy. Providing information for the different strings can help you find the thing you’re looking for. For example, if you’re looking at the knowledge cards for british monarchs, you can fill out the strings for the query “Pope” and the type “person” to find information about Pope Francis, previous Popes, the Vatican and the Catholic Church. The API then provides data on all the different, relevant entities that exist for the Pope.

Google Knowledge Graph Search API

Finding entites on the Google Knowlede Graph Search API.



Wikipedia is a collaboratively edited, multilingual, free Internet encyclopedia supported by the non-profit Wikimedia Foundation. Its 26 million articles, over million in the English Wikipedia alone, are written collaboratively by volunteers around the world. Almost all of its articles can be edited by anyone with access to the site, and it has about 100,000 active contributors. There are editions of Wikipedia in 286 languages at the moment.

Google Assistant

Google Assistant

Google Assistant is an intelligent personal assistant developed by Google and announced at Google I/O in May 2016. Initially, it was released as part Allo, Google’s messaging app, and Google Home. Now it’s available from all Android smartphones and from wearable devices.

Unlike Google Now, Google Assistant can engage in two-way conversations using a natural language processing algorithm. 

Are you interested in turning your content into a conversational experience for the Google Assistant?

Watch our Machine-Friendly Content Webinar or contact us to learn more

Ready to try a simple trivia app for the Google Assistant? Talk to Dr Search Marketing – our Semantic SEO interactive trivia built with Google Actions

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