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How to turn your content model into a powerful marketing and SEO weapon

Providing your website with a structured content model is not only the best solution to better organize your content, but also a powerful strategy to improve the SEO of your website and increase organic traffic.

In this article, we’ll explain how the WordLift entity-based model, coupled with the new feature WL Mappings, will allow you to add a more specific markup to your content and to obtain a Knowledge Graph capable of communicating to search engines in a more effective way.

Why is the content model becoming a key tool for SEO?

During his webinar on content modeling for SEO in the WordLift Academy, Cruce Saunders highlights some of the main features that make the content model an indispensable tool for managing and enhancing online content.

In fact, the content model:

  • Specifies how information is organized on your website
  • Makes content more visible to search engines
  • Allows you to reuse content through different channels

Structured content model, in short, not only allows you to better organize data and information but to do it within a malleable structure capable of communicating:

  • to search engines through the use of structured data
  • to users through the enhancement of the user experience and the possibility of reusing the content by presenting it in the form of different layouts both on the site and in the SERP to respond to specific search intents (the same article, for example, may appear in the form of a snippet, of blue link, promotion, etc.)

Structuring your content model means creating a three-dimensional identity capable of highlighting your content and the relationships underlying it. This allows search engines to recognize you among hundreds of pieces of information, making you more visible to users who correspond to the search intent related to your business.

The more the content model is rich in structured data, the more chances you’ll have to meet exactly the users interested in you. That’s why we created WordLift Mappings, a new feature that allows you to select the information and connections that are truly relevant for your business and to create an increasingly specific and refined Knowledge Graph to highlight only the most relevant facets that make your identity more authoritative. 

Through our entity-based model and WordLift Mappings, your content model becomes a powerful SEO weapon and a valuable resource to increase the value of your online data.

WordLift Mappings helps you create a custom Knowledge Graph and increase your online authority

WordLift creates a personalized and highly performing Knowledge Graph through the schema.org markup and the creation of a customized entity-based vocabulary containing the most relevant data to help Google better understand your online content.

Remember that Google uses entities to satisfy users’ search intent and allow them to find the best results. For this reason, an increasingly refined entity-based model such as WordLift is key to increase the visibility of your content for search engines.

WordLift Mappings increases the accuracy of this process and allows you to take greater care of your content and your Knowledge Graph.

Advanced Custom Field for Schema.org: how the new WordLift extension works

By connecting to ACF (Advanced Custom Field), a WordPress plugin that allows you to create advanced fields to specify the attributes that characterize your content, WordLift Mappings allows you to structure your data starting from the fields that you have already configured with ACF or from new fields based on the schema.org taxonomy.

This means having more and more structured content, which can be used to add relevant details to your Knowledge Graph and shaped in different configurations to improve the user experience.

In this webinarAndrea Volpini and Jason Barnard explain how they used WordLift Mappings to improve Jason’s content model and Knowledge Graph. Jason shows how he obtains a Knowledge Graph in which only the most relevant data to create an authoritarian and coherent Brand SERP are structured to stand out in the search results.

With over 100 podcasts made in collaboration with some of the greatest SEO experts on the planet, Kalicube – Jason Barnard‘s website – has an enviable wealth of content, relevant to the entire digital marketing sector. Thanks to WordLift Mappings, we helped Jason structure this content by following a model that focuses on content, events and people. Thus, each guest of Jason’s podcast has his own page connected with the podcasts in which he participated and with the events in which the podcasts were recorded.

In this way, the architecture of the Knowledge Graph is customized on the basis of the content model and the “network” of the links between the contents becomes the bearer of meanings and allows you to predict further connections. Below you can see the entity-based content model applied to Kalicube through WordLift Mappings.

What can you realistically expect in terms of traffic? How long does it take?

In recent weeks, our SEO team has implemented a new content model on the site of an American customer who deals with the dismantling and re-evaluation of used hardware on a large scale.

The results? After the first week, traffic increased by 14.6% and the growth curve does not seem to stop. To analyze the impact, isolating other factors that may influence the SEO of the site, we have developed a predictive model based on Bayesian networks which, analyzing the traffic in the month preceding the introduction of the WordLift Mappings, allowed us to isolate the benefit to the net of other ranking factors (it’s called causal inference analysis).

Want to find out how to analyze your traffic data to optimize SEO?

Contact our experts!

Here we see the real clicks in black and the traffic we would have had in blue (that is, the traffic predicted by the mathematical model), then in the following chart the difference between the real traffic and the estimated traffic and finally the delta of increase. In this way, we can be sure that, as analyzed, it has statistical relevance and is related to the introduction of the new content model. ?

Data source: Google Search Console

In summary, WordLift Mappings allows you to:

  • Build a Custom Knowledge Graph based on your content model
  • Improve the SEO of your website through structured data
  • Shape the structure of your content to improve the user experience
  • Reuse chunks of content through different configurations to respond to different research purposes
  • Enhance any type of content composed of reusable elements (articles, courses, events, How-Tos etc.)

The implementation of a custom Knowledge Graph through WordLift Mappings has a positive and measurable impact on traffic.

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