May 17, 2012 115 reads by Navneet Kaushal

Google has formally introduced its “Knowledge Graph” with the tagline- “things not strings”. This means get ready to get real answers and not just links. Google will share its knowledge with users on many things including: places, people, things, technology, entertainment, fine arts, sports, geography, weather and much more.  All these things will be revealed by the ‘knowledge graph’ apart from usual search results. This is a step forward in the direction of people getting answers about concepts/meaning of the search term; and not just getting to see pages with the search query in them. As Google says, “This is a critical first step towards building the next generation of search, which taps into the collective intelligence of the web and understands the world a bit more like people do.”

Using a link graph, Google will see how pages link to each other and then choose the popular and relevant links for the search query. Whether it is ‘landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art’, people will get knowledgeable links of information that’s relevant to the query.

As Google explains, “Google’s Knowledge Graph isn’t just rooted in public sources such as Freebase, Wikipedia and the CIA World Factbook. It’s also augmented at a much larger scale—because we’re focused on comprehensive breadth and depth. It currently contains more than 500 million objects, as well as more than 3.5 billion facts about and relationships between these different objects.”

The ‘Knowledge Graph’ works in three steps:

1. Relevant Results

Users will now find more relevant information. For instance, Google knows that a query for Dallas can be for the City in Texas or for the hugely popular TV series. And it will now allow you to narrow your search results for the Dallas you were searching for, by clicking on one of the links to see that particular slice of results. This image shows how it is done for a query for – ‘Taj Mahal’.

KG 1

2. Topical Summary

Google will use its data to know what facts people need for a certain query, and then it will summarize relevant content around that topic. For instance, a search for Marie Curie will bring in her birth and death details, biggest discovery as well as her education.

KG 2

Quoting Google, “The Knowledge Graph also helps us understand the relationships between things. Marie Curie is a person in the Knowledge Graph, and she had two children, one of whom also won a Nobel Prize, as well as a husband, Pierre Curie, who claimed a third Nobel Prize for the family. All of these are linked in our graph. It’s not just a catalog of objects; it also models all these inter-relationships. It’s the intelligence between these different entities that’s the key.”

3. Deeper Discoveries

Users can also experience unexpected discoveries. This means learning something entirely new and heading off to research in that direction.

KG 3

Here Google is attempting to “help answer your next question before you’ve asked it”. All this is again based on how users have searched for before.

As Google says, “We’ve begun to gradually roll out this view of the Knowledge Graph to U.S. English users. It’s also going to be available on smartphones and tablets – read more about how we’ve tailored this to mobile devices.’

What do you think of the ‘Knowledge Graph’? Is this a revolutionary move in search? 

Google Unveils the ‘Knowledge Graph’ with Real Answers and Not Just Links!, 5.0 out of 5 based on 1 rating
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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