©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Google began rolling out a feature that gives searchers in the United States the potential to access more relevant and in-depth responses to answers without leaving the page. The concept is built on something the company calls “knowledge graph,” which ties together words to create relationships. There are a multitude of sources behind this data. The search results page displays a variety of content related to keyword queries, bringing up a list of facts, photos, and landmarks, as well as quick links to other popular uses for the search term. Think of a Web beneath the user interface layer of the Internet that ties together all information across the Web.
Rob Garner, vice president of strategy at agency iCrossing, said Google’s knowledge graph takes another step in the company’s long transition to develop an artificial intelligence engine — semantic search. “It’s something Google’s doing in parallel to Schema.org in terms of relating object, places and people,” he said. “Looking at the schema for a person you can actually define the relationship with other people using schema vocabulary.”