Knowledge Graph gives the human touch to search results

Posted on May 27, 2012


The introduction of Knowledge Graph to Google search will make the search results ‘more human’ as it understands the meaning of search terms rather than just the keywords. Search results will be able to provide answers to queries instead of giving a list of websites which may contain the answer.

According to a Google blog post, the Knowledge Graph will be introduced to the US initially, rolling out to the rest of the world gradually. The changes will also be applied to tablets and smartphones eventually, although no date has been specified. The search engine results page will feature boxes which contain information from public resources like the CIA World Factbook, Freebase and Wikipedia. Amit Singhal from Google explained that the search engine had only been able to recognise keywords and offer a possible match, previously.

However, Google can now understand that some words have different meanings. Links would be returned for each possible meaning, with users clicking on the relevant result.

According to Google, the 3.5 billion various attributes used by Google produce answers to the next possible question just by looking at what other users have asked. Amit Singhal said:

“For example, some of the most serendipitous discoveries I’ve made using the Knowledge Graph are through the magical ‘people also search for’ feature.”

As Google is the search engine that most people rely on to obtain answers to queries and locate solutions to problems, the search engine plays an important role in a SEO campaign whether a company is in a UK city like Cheshire or in the US.


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