Google Knowledge Graph
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- 2. Introduction Google introduced a new feature, which represents a substantial extension to how their search engine presents information and marks a significant departure from some of the principles that have underpinned their conceptual and technological approach since 1998. Zinavo Technologies
- 3. Knowledge Graph display was added to Google's search engine in 2012, starting in the United States, having been announced on May 16, 2012. The information in the Knowledge Graph is derived from many sources, including the CIA World Factbook, Freebase, and Wikipedia. The feature is similar in intent to answer engines such as Ask Jeeves and Wolfram Alpha. As of 2012, its semantic network contained over 570 million objects and more than 18 billion facts about and relationships between different objects that are used to understand the meaning of the keywords entered for the search.
- 4. The “knowledge graph” basically adds a layer to the search engine that is based on formal knowledge modeling rather than word statistics (relevance measures) and link analysis (authority measures).
- 5. “The Knowledge Graph enables you to search for things, people or places that Google knows about—landmarks, celebrities, cities, sports teams, buildings, geographical features, movies, celestial objects, works of art and more— and instantly get information that’s relevant to your query. 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.”
- 6. The Knowledge Graph is a knowledge base used by Google to enhance its search engine's search results with semantic-search information gathered from a wide variety of sources. It provides structured and detailed information about the topic in addition to a list of links to other sites.
- 7. This is useful for a lot of reasons, but by far the most important reason is because it facilitates human trends. You can’t go to a website and easily find spider webs of information that all, in some way, relate to each other for the sole reason that only a product as big as Google’s search could possibly hope to organize that information!
- 8. The goal is that users would be able to use this information to resolve their query without having to navigate to other sites and assemble the information themselves. Johanna Wright calls the move “from an information engine to a knowledge engine”
- 9. The “knowledge graph” basically adds a layer to the search engine that is based on formal knowledge modelling rather than word statistics (relevance measures) and link analysis (authority measures). Google is "enhancing" informational queries by serving up some of the information you might find on reference sites right in the SERP, as they have done in the past with weather reports, movie times, flight information, and other data, essentially removing the need for a Google user to click through to another site.
- 10. For example, if I were looking for information on Matt Cutts, I would almost certainly have to click one of the results to get rich information with any real value. All the Knowledge Graph here tells me is a) what he looks like b) his job c) where he went to school and d) some other people who are sort of associated with him. The Wikipedia page or his own website would have much more richness of detail.
- 11. Knowledge Graph is providing me with some level of detail (beyond the snippets, which already reveal some information) before I click on any results. It's also making the SERP more visual and more attractive.
- 12. The knowledge Graph does run on the right hand side where the ads also run. Prospect there could be some short-term impacts on that, but I think the primary thing is getting people better answers is really good for our business. Shopping about product listing ads I think that for us in the early stages of that. We just rolled out Google Shopping It seems crystal clear that he just acknowledged the fact that Knowledge Graph goes where the ads go. They are very aware of the placement and implications
- 14. The Knowledge Graph is beneficial to on-site content strategies, especially post-Google’s Panda update This specificity is great for users. They are able to find what they are looking for much more efficiently without the noise caused by results for words with different meanings. There is also an inherent benefit to advertisers. No longer do they have to compete with irrelevant search results for valuable search engine real estate. With more refined results, there are fewer pages that can potentially outrank an advertiser’s brand.
- 15. Before Panda, it was typical for content strategies to include developing unique pages around all targeted keywords. In order to rank for two different phrases that have the same meaning two pages would be created, each optimized for one of the synonymous phrases. The problem is that since the two content pieces are about the exact same topic, the content would be very similar and not have any added value to the user. The fact that the Panda update made this practice essentially obsolete by flagging the similar pages as “thin content” and devaluing them posed a great threat to SEO.
- 16. The Google Knowledge Graph is a theory involving the semantic Web. Instead of a search engine keying into certain words, it actually interprets what each words means, based upon the other words entered into the search engine. Many words have two or more meanings, and since a search engine is just a computer program it cannot tell the difference between one and the other. The Google Knowledge Graph theory is that the search engine will be able to interpret the meaning of words from other words in the search bar, so that the search engine results are not as distorted.
- 17. Google suggestions gives webmasters an idea of what people are going to run a search for. This makes it good for SEO, because all they need to do is run a few Google searches, and they will be able to what people are going to click for suggestions. The suggestions may be used as inspiration for the webmaster’s SEO.
- 18. If the Google Knowledge Graph is actually doing its job, then your traffic numbers should drop a little, but your more targeted traffic should go up. This is because people are not typing your keywords into the search engine and getting unrelated results. Long tailed keywords are surely going to become more powerful as the Google Knowledge Graph becomes more sophisticated. The semantic feature of the Google Knowledge Graph means that the words surrounding a keyword are going to affect the search results. Long tailed keywords have words surrounding other words, and so are surely going to become more powerful than keywords that stand alone.