Content Marketing Blog

Google launches Knowledge Graph

It has been a long time coming, but Google has finally launched its much anticipated search update Knowledge Graph.

The search giant says that the brand's latest addition to search will help users "discover new information quickly and easily".

Rather than simply matching keywords the new technology is being used to provide fast facts on people, places and things alongside your standard search results.

In an official post for the company Amit Singhal wrote: "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."

On the surface you may be forgiven that this is only really a small change and Google itself describes the update as an important first step.

However, the Knowledge Graph boosts Google's ability to provide customised search results in three main ways.

Firstly, it attempts to take the ambiguity out of language by anticipating the types of topics or themes that most interest you and then matching search terms to those preferences.

For example, if you are a budding band member chances are that your search for Taj Mahal will reference the musician and not the monument and now Google can make that distinction.

Another update includes summarising relevant content – this means that by using Knowledge Graph, Google can better understand your query and provide facts on the person, place or event you are looking for in an easy-to-read format.

Finally, the rollout of this technology will also help you to uncover new and perhaps surprising information by generating more detailed search results.

By making an educated guess – which is obviously based on a lot of number crunching at Google HQ – the brand can predict secondary queries and answer your next question before you ask it.

Posted by Aimee McBride