Google Knowledge Graph Incorporated In Search

Scott Lambert


Google searches are changing. For some time now the search engine’s team has been talking about ways it might enrich the search experience and it has now begun to do so. Attentive users may already have noticed small gray tags appearing beside site URLs in search results; clicking on these opens pop up windows containing information about the site. If you're wondering what this means for site owners, keep reading.

First of all, it is worth noting that the tags do not appear alongside all links – only with those that Google sees as particularly significant. Much of the information in them is drawn from Wikipedia, so this may help to provide a picture of what significant means; it is also a good reason for every business to make sure it has a Wikipedia page. Simply having a tag adds to the apparent importance of a site and may help it to make a stronger impression on searchers once they have gotten used to the new system.

The downside of the tags is that they broaden the amount of information available to the user when what a business wants is a narrow field of information focused on its URL. Users clicking on the tag might easily be distracted and end up visiting the source of the information – such as the Wikipedia page about the business – or bringing up a Google search for the owner of the business; even if this directs them to the same company, it will probably lead them to an about page rather than a customer landing page.

At this stage it is hard to guess how much this new facility will be used. It is difficult to see it taking off on mobile, where small screen size makes clutter a nuisance and most users prefer to have only the information they really need. Because it is so discreet, many users will probably not notice it even on a full-size screen, but even a small amount of use will give Google useful feedback on which of its features users find appealing. This can then be fed back into its wider development strategy.

Beneath the surface of the new tags is Google’s Knowledge Graph – the same system that provides information in a box on the right-hand side of the screen in some searches – and it is this system that Google hopes to put to use more widely to create semantic searches that make life easier for users.

Scott Lambert

Written by Scott Lambert

For 35 years, Scott has been at the forefront of digital transformation and how it is effectively applied in businesses and organizations to market, sell, and support customers and members more successfully and cost effectively. Scott is President and Co-Founder of Xcellimark, an award-winning digital marketing agency serving clients throughout the U.S., Canada, Central America, and Germany. Xcellimark helps businesses succeed through the implementation of its unique digital marketing and sales approach specifically designed to meet their specific goals and objectives. Scott’s marketing, sales, and operations experience have included key management positions at industry leaders including AT&T, iXL (now SapientRazorfish), eSchool Solutions (now TalentED), and BellSouth, where he led the product development, marketing efforts, and market launch of BellSouth.net, the second public ISP developed in the U.S. Scott is the author of articles highlighted on leading online publishers such as LinkedIn, Business 2 Community, and he was recently featured by LinkedIn in the Entrepreneur magazine article on “No Time for Marketing? Hire a Freelancer.” His engaging personality and wealth of real-world and business experience make Scott a frequently requested speaker. Some of his engagements include being the featured speaker in a series of Orlando Business Journal seminars on Digital Marketing, speaking at the WSI London conference, and at international conferences in Belize. Scott has a Bachelor’s degree in Accounting from the University of Mississippi and a Master’s of Science in the Management of Technology from the Georgia Institute of Technology (Georgia Tech). Scott has been active in global mission efforts and is a board member of Global Teams, a Christian outreach organization. He lives in Winter Springs, FL with his wife Nancy and dog Sadie.

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