Wednesday, May 16, Google announced yet another change to its search. The Knowledge Graph is intended to connect relevant information to the implication of connected characters. The “things, not strings” approach implies that the search engine can actually interpret the meanings behind words and give relevant responses based on previous searches and related content.
The goals of this latest endeavor are simple: provide the answers that searchers are looking for and eliminate irrelevant information. The connective properties of the graph mean that the user will be shown relative information that does not necessarily contain the original search keywords. In this manner Google will transition from an “information engine” to a “knowledge engine”
Connecting the Dots:
Suppose I want to find out who constructed the St. Louis Gateway Arch. My search term, {St. Louis arch}, generates a list of organic search results as well as a Knowledge Graph side bar. Here, I am treated to a map, summary, and brief facts about the construction, height, architect, and style.
In addition to this information about the structure itself, Google presents a list of searches that have been used by others who found the same topic. The theme, in this case, seems to be St. Louis attractions. The search engine recognizes that because I was looking for information about the arch I might be interested in the same local attractions as other users.
Summary:
The other goal is to help searchers find a summary containing the most likely information that searchers want. This will vary based on the topic. Let’s say I’m searching for Kate Middleton (I’m a sucker for royal wedding information). In the summary I’ll see a brief Wikipedia clip about why she’s important (she’s married to Prince William) as well as links to related categories including her family members, Alma matter, and media appearances. For a person, these categories remain fairly consistent with some exceptions. The summary of the Queen, for example, also includes her net worth and full name.
Finding Right Information:
Let’s say I want to know more about The Hunger Games. A search for {hunger games} brings up knowledge graph results. In addition to the related searches and summary, the search engine recognizes that {hunger games} could refer to either the literary series or the 2012 film. Enter the “results about” box. In this location the meanings of the search are broken down. In this manner searchers are directed to the specific information they seek without having to sift through a plethora of uncategorized results.
What Does It Mean?
As a St. Louis Search Engine Optimization company, we are constantly trying to stay in line with what searchers are trying to find and deliver the best, most relevant information. The integration of Knowledge Graph will, without a doubt, assist users in this endeavor.
Do you think Knowledge Graph will improve search? Let us know in the comments!
