The Future of Search: Beyond Words and into Knowledge Graph

The Future of Search: Beyond Words and into Knowledge Graph

In today's digital age, trust has become a crucial factor in advertising and brand messages. With an overwhelming amount of information available at our fingertips, consumers are becoming more discerning about the sources they trust. In a 2013 Nielsen online survey across 58 countries, it was found that word-of-mouth recommendations from friends and family, also known as earned advertising, are still the most influential. A staggering 84 percent of global respondents stated that they trust recommendations from their loved ones the most.

But trust in advertising is just one aspect of the evolving digital landscape. Search engines, like Google, have transformed from being a tool to find information to a means of self-discovery. The concept of "understanding" itself is still not fully grasped, as Singhal, a Google executive, points out. How humans comprehend and make sense of things is still a mystery. And this is where the future of search comes into play.

Google's Knowledge Graph, introduced in 2012, aims to go beyond words and understand the context and relationships between different entities. Rather than simply searching for a string of words, Google now seeks to find the "existence" of things. It wants to bridge the gap between related words and distance itself from unrelated ones. The ultimate goal of the Knowledge Graph is to enable computers to understand the world just as humans do.

The role of the Knowledge Graph is to make explicit connections between things that may have been overlooked in traditional search. When a user searches for "Michael Bloomberg," Google no longer just looks for web pages containing that string of words. Instead, it searches for the entity named "Michael Bloomberg." In Google's preferred terminology, these are not just strings, but things. The Knowledge Graph aims to transform strings of text into meaningful entities.

But what does this mean for the future of search? According to Esther Dyson, an investor and entrepreneur, the future lies in verbs. She recalls a conversation with Bill Gates, who told her that the future of search is in understanding what people want to do, not just what they want to know. Verbs are the key to understanding human intentions. If a search engine can understand the verbs, it can provide more relevant and precise results.

In the future, search engines will be built on three pillars: vast knowledge about user behavior and intentions, the transformation of strings into entities through the Knowledge Graph, and cutting-edge artificial intelligence research. This combination will enable search engines to not only assist users in finding information but also anticipate their needs before they are even aware of them.

Imagine a search engine that becomes a trusted companion, always by your side, ready to lend a helping hand. It can assist you in finding information and even anticipate your needs without you consciously realizing it. This is the future of search, a personalized and intuitive experience that everyone will want to have.

So, how can businesses and advertisers adapt to this ever-evolving landscape? Here are three actionable pieces of advice:

• 1. Embrace earned advertising: Word-of-mouth recommendations from friends and family are still the most trusted source of information. Businesses should focus on building strong relationships with their customers, encouraging positive reviews and referrals.

• 2. Understand user intentions: Rather than just optimizing for keywords, businesses should strive to understand the verbs behind user searches. By understanding what users want to do, companies can provide more relevant and personalized experiences.

• 3. Stay ahead with AI: Invest in cutting-edge artificial intelligence research to stay ahead of the curve. AI technology will play a crucial role in the future of search, enabling businesses to provide more accurate and intuitive results to their users.

In conclusion, trust in advertising and the future of search are intertwined in the ever-changing digital landscape. As consumers become more discerning about the sources they trust, businesses must adapt their strategies to embrace earned advertising and understand user intentions. The future of search lies in the transformation of strings into entities through the Knowledge Graph and the integration of artificial intelligence. By staying ahead and embracing these changes, businesses can thrive in the new era of advertising and search.