Posted by Danielle Enzinna on May 16, 2012
Google is in the process of rolling out a new search feature entitled “Knowledge Graph,” flexing their core search engine muscle and in particular, the strength of their knowledge base in every category imaginable. When searching for information online, the quicker a user can obtain the information they’re looking for the more satisfied they are.
The Exults team tested this new feature by searching “Marlins,” for which various results could be applicable including images, videos and text listings of recent scores, player news, fishing advice and stories, and biology. However, based on the physical location of the search and previous queries, Google was able to come to a conclusion on the user’s likely intention. The listings returned by Google’s predictive search based on what the user would most likely want to see is a revolutionary advancement.
The idea behind the new search evolution is reminiscent of Facebook’s strategy to keep users on their properties with user- intent focused innovations. Some of the benefits to Google of utilizing this new model include a longer average impression time on Pay-Per-Click ads, a better overall information gathering experience for the user, and more useable, real-world data to further customize searches in the future. Incorporate Google+ into the mix and sharing information with others is faster and takes on a social, reactionary perspective. Google+ will also be incorporated into the Knowledge Graphs of note-worthy people, when applicable.
Knowledge base driven search will be contingent on prior user behavior and preferences and will continue to evolve based on information compiled from user interaction with the new features. The Knowledge Graphs already appearing in search results displau the search engine giant’s ability to not only amass, but apply the data it collects every second.
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