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RTC Google Knowledge Graph POV June 2012
 

RTC Google Knowledge Graph POV June 2012

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The search giant Google has gone back to its roots with the launch of a new technology – “Google Knowledge Graph”. The technology, launched on May 16, leverages the idea of a “semantic Web” ...

The search giant Google has gone back to its roots with the launch of a new technology – “Google Knowledge Graph”. The technology, launched on May 16, leverages the idea of a “semantic Web” focused entirely on user experience. Now when users input a search query on Google, relevant and related information about that query will be provided in a box to the right of the results page. These results will go above and beyond what has previously been provided on search results pages. While users will benefit from more relevant and accessible search results, marketers may see changes in their organic rankings and side-site metrics.

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    RTC Google Knowledge Graph POV June 2012 RTC Google Knowledge Graph POV June 2012 Document Transcript

    • The Google Knowledge Graph – Moving Toward a “Semantic Web”Highlights By: Chloe Ravat, Coordinator| Sara Collis, Associate Director Insights and Innovation Google has rolled out new search June 18, 2012 technology called the Knowledge Graph. Summary The Knowledge Graph is based The search giant Google has gone back to its roots with the on three components: 1) Find the launch of a new technology – “Google Knowledge Graph”. Right Thing, 2) Get the Best The technology, launched on May 16, leverages the idea of Summary and 3) Go Deeper and a “semantic Web” focused entirely on user experience. Now Broader. when users input a search query on Google, relevant and related information about that query will be provided in a A new “direct answers” box will box to the right of the results page. These results will go appear on the results page, above and beyond what has previously been provided on providing key facts and related search results pages. While users will benefit from more information about the search relevant and accessible search results, marketers may see query. changes in their organic rankings and side-site metrics. This new search effort will provide Key Information both advantages and disadvantages for marketers. By gathering information from already-established online public databases such as Wikipedia, the CIA World Marketers may see changes to Factbook and Freebase (whose parent company, their SEO rankings as this Metaweb, Google acquired in 2010), Google has assembled technology rolls out; marketers an aggregate of online knowledge. This knowledge has should also be aware of been collated into a super-database consisting of 500 million performance changes in their objects or “entities” and a further 3.5 billion facts about those paid search, click-through rates objects as well as the relationships that connect them. Based and site traffic metrics. on what previous users have searched for, Google Knowledge Graph utilizes this database and now provides an information box to the right of the results page that displays key facts as well as related items connected to the search query.
    • The Knowledge Graph is built on three theoretical pillars:1) Find the Right Thing: This facet ofthe tool aims to remove ambiguityfrom search queries by providingthe user with related searches thatuse the same keywords. Theexample Google gives in its officialblog1 is “Taj Mahal.” A user maybe looking to find information onthe famous landmark, the bluesmusician or a casino. Using theaggregate of knowledge at its disposal, the Knowledge Graph will recognize this ambiguityand allow the searcher to choose the right topic in order to gain relevant results.2) Get the Best Summary: Depending on what you search for, Google will now provide a“direct answers” box on the right-hand side of the search results page, containing relevantinformation about the search query. The Knowledge Graph recognizes that “Albert Einstein,”for example, is not just a set of keywords but a person; a revolutionary scientist with real-worldconnections to other people and objects. Information in these boxes has been pulled fromand organized according to what Google has found other users have sought next inconnection to the original search query.3) Go Deeper and Broader: This is Google’s way of encouraging spontaneous unearthing ofinformation through a search query: the idea that the discovery of one thing will lead to thediscovery of another. For example, a user might search for “Disneyland” looking for directions.Through the links in the direct answers box they can learn which are the most popular ridesand their durations. It is information they had not intended to find but is provided in addition tothe answers they originally sought.Questions and Opportunities1 Google Official Blog: http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html RTC Proprietary Page 2
    • This technology will no doubt have implications for consumers and marketers. While thetechnology facilitates search results and enables a streamlined user experience, marketersmay see changes in their search rankings and click-through rates from the search engines.Additionally, privacy issues regarding this new technology have already sparked push-backfrom the industry and may or may not limit uptake of Knowledge Graph over time. In thisregard, there are implications across the following areas. User Experience: Users of Google Search will benefit from Knowledge Graph. Google has developed it to ease and improve the user experience, making search faster, easier, more relevant and more enjoyable. User Privacy: Under the new privacy policy2, when users are signed in to their Google account, their search history is automatically tracked to allow for personalized results. This includes integration of social Google+ information into searches, YouTube viewing history and more targeted ads. Many feel that collecting this kind of data may reveal more about users than they would wish or even realize. For example, search results may indicate age, interests, sexual orientation and health concerns. As a result, we can expect backlash to follow regarding Google’s privacy policies. SEO Marketing: The implications for search marketers are considerable. Google Penguin is a search algorithm aimed at filtering and eliminating websites that appear in search results but that violate the Google Webmaster Guidelines. As a result of its 1.1 update rolled out on May 25, many sites have seen decreased search rankings, which in turn have led to declines in site traffic. As with the Graph itself, search results shown on Google under the new Penguin algorithm are now centered more around the validity, authenticity and relevance of content, rather than tactics such as keyword-stuffing and cloaking. The Penguin update works alongside the Knowledge Graph, supporting it to offer the user better-quality, more relevant results. Additionally, Google appears to be imposing a higher standard for Web content on sites that rely heavily on search for traffic. SEO marketers should keep an eye on ranking as Knowledge Graph gains ground, and make optimizations accordingly. Marketing Analytics: The Knowledge graph may both hurt and help performance metrics. It is possible that marketers will see changes in click-through rates in organic and paid search. This is because Google is essentially changing the user experience on the search results page, and offering more options to follow through on. Analysts should pay attention to click-through and visitor rates (in addition to rankings) to assess the impact from this new technology. It is also possible that the new search experience will provide insights into new keyword opportunities and consumer interests related to a particular product or category. These insights could be used to optimize content strategy, keyword strategy and copy strategy.Above all, the Knowledge Graph technology will make search easier, more relevant and moreenjoyable for its users. Consumers should see an improvement in the search experience as a2 Google’s updated Privacy Policy as of March 1 2012: http://www.google.com/policies/privacy/ RTC Proprietary Page 3
    • whole, but due to the privacy policy may have more information revealed about their searchhabits than they would like. Marketers, too, may yield benefits and insights from the newtechnology, but should be aware of possible changes to organic and paid search rankings, aswell as site-side performance.About RTCRTC is a full-service direct and relationship marketing agency based in Washington, D.C., in theheart of Georgetown, with an additional office in New York. RTC boasts more than 45 years’worth of innovative, targeted solutions that grow its clients’ brands and help them forgelasting, valuable relationships with their customers. What distinguishes RTC is its unique ability toanalyze data and research on both a rational and emotional level, and to leverage insightsgleaned from that data to motivate customers and prospects to take action. RTC’s clientsinclude AARP, Procter & Gamble and Sunovion, as well as other major brands in thepharmaceutical, financial services and telecom industries.To learn more about RTC, please visit www.RTC agency.com or follow the Twitter feed@RTCagency. RTC Proprietary Page 4