The Brain of Google: Knowledge Graph
Google’s new algorithm, which is based on semantic search, mainly works on the concept of Knowledge Graph, and enables websites and people to be discovered through the new Google search. It can be considered as the brain of semantic search.
Now let us find out what this Knowledge Graph really is and how it works:
The term Knowledge Graph has been used to define a group of linked data nodes. It gathers not just knowledge represented by facts but also collects data about how these facts are connected to each other and what these connections actually mean. So now our new Google Knowledge Graph has the ability to understand the typed queries, and so it delivers results that are approximately the kind of answers that a human might give. Knowledge Graph has now overcome the ambiguities that the conventional search used to face. Google’s new search engine offers search results in a structured way that makes sense of possible choices and then helps us to select the most likely answer. This is possible with the help of several mathematical expressions on imprecision and fuzzy logic.
Now, in the Knowledge Graph, every time someone types a search query, Google’s index checks for all indexed content associated with the query. These indexed contents will be very large, so to narrow these contents to the most likely ones, it checks the partial truth value of each content and starts to narrow down the choices.
There are a set of filters used to develop the results. The search programming checks our personal search history, and guesses our intent behind the search. Based on this the results of a search query will be different for different people based on their search history. This is again possible due to fuzzy logic. Additional layers of filtering are possible from the user’s perspective, thus making the results even more accurate and personalized.
Don’t you want to know how this all works???
Knowledge Graph uses cross-referenced information collected from all over the Web before creating the list of results associated with any query. It then makes the necessary deductions using mathematical rules, and thus all sorts of questions can have now become answerable. Each time answers are given for any query, then and there itself on the right-hand side of the result page we can see the true workings of the Knowledge Graph as below.
Semantic search offers computational answers rather than just the top sites where you need to go inside and look for answers yourself. The new search engine can also recognize where you are in the world and answer the search query accordingly. If you just type “nearest restaurant without specifying your place, it still show the required results. Google has got the ability to pull out different pieces of data together like your Geo-location, GPS signal of your phone, and the address of all restaurants near you.
Isn’t it mind blowing??
The new search engine is more like an answer engine or a prediction engine, which predicts what you are going to search. Now onwards only the best information would ever surface on the search. Only the best businesses will grow. The traditional way of doing business has all gone. Now, one can use search to capture and hold the attention of the audience.
Now let us know the mechanism of the new search box....
To give meaningful results, semantic search, uses three things:
• Uniform Resource Indicator (URI)
• Resource Description Framework (RDF)
Then Knowledge Graph collects all the information for improving the list of answers from:
• Social and professional networks
• Google Search itself
Then it uses inference rules to group the information together and decode its meaning. These rules are activated through:
• Social networks
• Web platforms (like forums)
• Google Search and queries
The data generated by
• Social networks having shared content
• Social networks having comments and interaction
• Commercial websites having reviews and opinion
• Website platforms with content
The way we use Web
• Personal data
• websites we visit and what we with it
• Personal search patterns
And our offline behavior:
• GPS signal of our mobile device
• Geo-location based on IP address
• Data attained from connected devices
New search also learns from our activities, thus refining its understandings the way we do.
Business and Knowledge Graph
The search result for your potential customers is now precise and is based on your reputation, authority and trust. Only if your business delivers value, keeps on improving and evolving only then you can improve sales.
Hope you understood the new search....
So, promote your content everywhere regularly... Knowledge Graph will do the rest!!!
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