The future of Google Search is finally here—and it’s smarter than ever. Google now prefers “Knowledge Graph,” which works with the user to understand exactly what you meant by your search query. For example, type any word like “Apple” into the search bar and a new window will appear on the right side of your result literally asking which entity you meant to search for. Your results will be filtered depending on which option you select.
The fundamental changes occurring at Google Search put the magnitude of this change into perspective. Google is switching from simple keyword recognition to the identification of entities, nodes and relationships. Google is tapping into a variety of databases to build this new world of attributes. These knowledge bases include Freebase, Wikipedia, Google Local, Google Maps and Google Shopping. Google’s Knowledge Graph currently has over 500 million people, places and things, which have at least 3.5 billion attributes.
A “Smarter” Web Of Knowledge
The knowledge graph gets smarter with each search. Not all information on the Internet is correct as seen through databases like Wikipedia, which is a community-sourced encyclopedia with an immense amount of information that is occasionally misinformed. Each time a user finds misinformation, Google will share it with the source and the knowledge graph will get just a little bit smarter each time.
Ben Gomes of Google says that search results will be much more tailored to deliver information that best relates to the initial search result. Another key benefit of the knowledge graph is that the results are designed to help users dig deeper into related topics. Gomes adds, “It’s a skeleton of knowledge that allows you to explore information on the web. There is the potential of a serendipitous discovery. The more you dig into things, the more things you learn about.”
The Future Of Optimization
Google’s knowledge graph pushes aside keyword results to be replaced by artificial intelligence and relationships. Creating a strong and specified brand will be an initiative of Internet marketers to target users who now have the ability to choose exactly what they want. Pay per click advertising will likely be enhanced to drive traffic to sites on a more specified SERP. The overall result of the knowledge graph will be a more personal experience for the user.
In what other ways will search engine optimization be impacted by Google’s knowledge graph?