Welcome to Marketing Lego Thought Leader Interview. Today we will have a word with Andrea Volpini, founder of WordLift, about his journey and how WordLift helps you incorporate better structured data into your website. We will also talk about Use and Importance of Structured Data For SEO.
Hi, friends. Welcome to the podcast, RankWatch, Marketing Lego. Today we have a very special guest, Andrew Volpini. Andrew is the founder and CEO of WordLift. WordLift is an SEO software which allows people to get better structured data on your website. Andrew, welcome to the show. How’s it going?
Great. Andrew, first of all, I would love to know a little more about you. Talk about perhaps who Andrew is so that our audience can know you better. As a student growing up, who exactly was Andrew?
Okay. So I also dropped out in my second year of college. What led you to taking that decision? Here, we have a lot of, at least in the country, where I was born and brought up, there was a lot of taboo of making sure you have your education, your masters, bachelors, completed before you start your business. What really led you to taking that decision of dropping out? Was it that your business was doing too well and you could see a different path for yourself moving?
Okay, great. When you dropped out, what was your first startup? What exactly were you doing then? You said you were employing people back then. What year was this and what exactly was your business back then?
You’re one of the OGs of the internet then.
How did you find these people who wanted servers in Italy?
Cosmo Tech’s advantage is absolutely the best thing ever, which is possible. What happened with that company? You grew it. How big were you able to?
We did. In your initial days, then in your first and your second company which you ended up selling, were you also partnered with David or were you.
Yes. Okay, great. All right. So were you bored with those companies when you decided to sell them, or did you just get a good offer and you thought, Okay, maybe it’s time for me to…
Okay. 2015, 16 is the first time you experienced SEO as we know it?
Right. That’s how you got into the structured data.
You did not see any solution out there which could help people to build their own structured data in the format Google really likes it?
You took investment from them. Is there any other investment which you have taken beyond…
Awesome. That sounds great.
Talking about structured data, how would you define structured data? For someone who does not understand, someone who’s running a website but still does not have an idea about structured data, in layman terms, how would you define structured data?
Right. Say a website owner who’s running a blog, what structured data can he think of implementing on his blog? How would WordLift or maybe an e-commerce website… Maybe let’s talk of a few examples where users can actually understand the practical usage of structured data in their own websites.
Absolutely, I do.
You want to start using the class person and the class organization in order to help the search engine understand who you are and how you are present already on the web. You want to start using these same as links and schema URL links that will provide confidence to the algorithm like we saw in this Google Lens example, that that is the person behind the blog and that is the same person that it’s acting on LinkedIn and it’s acting on Twitter and so on and so forth. That would be the starting point. Create your own entity on the web because you want the search engine to be able to answer two questions like that.
When, say, someone running a blog has the author schema and the people schema, a few schemas, organizational schema, will it also increase the authority on the search engines? Will Google give them more traffic, or will they actually benefit by getting more traffic in one way or the other?
Earlier, what used to be the link authority, the domain authority of a website, the page rank, that is now perhaps translating into the authority of a person rather than the domain like I writing about SEO or you writing about structured data, anywhere Google will give that authority to you as a person versus what website you’re writing on?
Okay, very interesting. Another question which comes to my mind is, giving data to Google, basically we’re just giving through structured data, we are giving data to Google in a very organized format so that they can show that data on the Google search without letting people come to a website. Hence, the overall changing SEO landscape. Google is trying to show more and more things on Google search versus letting people come to a website. All the answers which I as an end user want, Google is trying to show those answers without actually sending that traffic to where that data actually came from. Is that a good thing or irrespective, it is going to happen. Let us get the maximum out of it. What’s the thought process behind? What do you feel about the whole changing SEO landscape?
Then Bislowski, you can see him here and so on and so forth. I can look at Bislowski or Jason Barton. I can see how these entities are related one to another within the context of the content of the WordLift blog. This helps us understand the cluster of content that we have. We are leveraging the same structured data that Google is using for providing valuable search experience on the Serp. The first line of thought is, look, you’re not building structured data for Google only. You are creating the foundation of the artificial intelligence strategy for your own site and for your own enterprise. The second line of thought is that, well, guess what? Even though the organic opportunities are evidently shrinking because of the AI first approach that Google is taking, our clients, our websites keep on drawing organic traffic. Why is that? It’s because, of course, as we leverage on Semantic SEO, as we nurture the machine with more qualified data, we’re able to surface on different features, whether it’s a top story in a news and media site, or it’s a Google discover traffic, or it’s FAQ content, or it’s the video traffic coming in the carousels.
We’re leveraging so many of these features that the traffic is not shrinking quite the opposite.
Sure. The overall traffic to our entity, if we do it right, will increase. This is perhaps evident. It is inevitable that Google will anyways get more and more because their aim is to increase user experience from Google’s perspective, which means getting more and more data in an easy to understand format. Also voice search coming into picture, I think structured data will play a big role.
Yeah, Alexa, do this. Siri, do that. All the questions we ask, absolutely. Who is structured data really for? Is it for everyone who’s writing on the web, who’s building a website on the web, or is it for a limited number of people? Because why I ask you this question is because, say, for example, there are five people by the same name. They all want to get on that knowledge graph, but not everyone can. How does it work? Who can actually use structured data to their benefit?
Okay. So someone who starts using WordLift, how can they benefit out of using WordLift to help them execute better structured data for their website, web end?
I was looking at WordLift. You do create a directory where you would create pages related to all the different terms on a block page. Say, for example, the block page of a musician has a keyword, maybe flute or violin. You’ll create a page and you’ll have data related to that particular instrument on a page on my own website, on my own blog. Doing that, you’re saying one Google is able to relate better than what that post is all about. But does it create thin content? Where are you getting all that content from? Are there any duplicates? Are you using any automated content generation libraries to do that?
Typically, WordLift will start to create these vocabulary of terms by looking at the content that you already have so that we don’t have the problem of theme content. But we’re going to also get the content from Wikipedia in order to provide some of these entity description. But the entity description can be simply used for building up the structured data, or it can be used for creating pages. But these are decision that the user can take and that will impact the SEO strategy. If I limit WordLift to use the data only for annotating the blog post, I don’t need to worry about the thin content. You can see here that WordLift is saying that this is an article in structured data form. But then it’s saying this article talks about burnout and talks about the other concept that has been detected. Automatically, the world is also creating links to the web of data. It’s not only referencing a generic concept, but it’s also referencing the same concept across multiple data sets on the Semantic Web. This is creating a knowledge graph around the article that any machine can leverage on for understanding what the article is about.
What have, in your experience, when people have implemented WordLift on their website, how soon do they see a benefit? What benefit do they see? Do they see an increase in rankings at certain points of time after doing certain things? Because I think that’s what our audience will really want to know and understand, the benefit of implementing the software.
That’s a very low hanging fruit. Everyone would love to do that.
When you’re saying creation of pages and widgets, pages is just like when you created that entity link, instead of showing the link description right there, they each created on my website, if I’m using address, on a third party website. That page just has…
Sure. Wikipedia does it, linking everything, but for them, every page is very important. But we are creating these pages just to ensure that the structured data is better and better understanding of?
Wow. Where is the content coming from for these pages? Are you pulling it off the web? Are you?
You also talked about widgets. What exactly are these widgets and how can they help?
When someone is reading an article, if he sees related articles, it also enhances the user experience of the.
Okay. Have you seen cases where things went south versus north? Anything which… Because if we suggested to someone, are there any things which we have to be aware of, things to not do?
Sure. All right. How do you price? A smaller website versus a bigger website, how will the pricing vary.
It’s an infrastructure that scales from a single blog to a large e-commerce. We’ve been lucky enough to work with a large corporation that makes hundreds of millions of euros on a website and with the average blogger. The infrastructure is.
The same. Your business plan, it doesn’t matter how… You’re only weighing the pricing on the basis of the number of entities which I can use, but the number of pages or my traffic on the website doesn’t really matter.
We have. You said consulting services. Now, mixing SaaS with services, how is that combination going for you? What are they?
On SaaS or services, or you think that… Have you figured out the right balance between the two?
Large website. When you talk about the professional services, do you train the team of the company or of the organization, or is it your people actually doing it for them?
For us. Right. I think site search is still mostly broken.
Yeah. For example, if I’m running an e-commerce site and I have a ball, but I don’t have the categorisation by colour, you can actually through neural networks figure out the colour, maybe create a new page, or at least allow search users to figure out, Okay, you want a red ball versus just a ball which will show 50 different colours. I think that’s a great use case.
Indexing data. Nice. All right. If I have to implement word level, do I need to be a user of WordPress or are you also going multi platform?
Requires integration. Okay, that’s great. I think Drupple should be a great addition as well. A lot of big websites are built on Drupal.
Into that. Nice. Andrea, that’s great. What you’re doing with WordLift is just amazing. I would love to promote it to as many people, our audience and more people we talk to. Two times you have sold your company, you’re working on WordLift. What are your life goals? What exactly would give you a lot of happiness in life? What’s something that would make you satisfied ?
We can see a lot of evolution in WordLift, perhaps, or.
Great. Absolutely amazing work. Andrew, let’s have a quick rapid fire if you’re up.
Sure. Great. Can you describe yourself ?
Of thinking. Okay. What is that one thing you’ve done that you’re most proud of?
WordLift. Okay, great. What’s your favourite part of your current job?
Amazing. If you were in a parallel universe and not doing word lift or marketing, what else do you think you would be working on or doing in a parallel universe?
Be there. Awesome. Great. Amazing interview and love talking to you, Andrea. It was just great understanding everything about your journey of life. I hope our users will enjoy this as much as I did. Thanks for taking out time.
Share Your Thoughts