The Google Knowledge Graph –

Moving Toward a “Semantic

Web”

By: Chloe Ravat, Coordinator| Sara Collis, Associate Director

Insights and Innovation

June 18, 2012

Summary 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.

Key Information

By gathering information from already-established online

public databases such as Wikipedia, the CIA World

Factbook and Freebase (whose parent company,

Metaweb, Google acquired in 2010), Google has assembled

an aggregate of online knowledge. This knowledge has

been collated into a super-database consisting of 500 million

objects or “entities” and a further 3.5 billion facts about those

objects as well as the relationships that connect them. Based

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.

Highlights Google has rolled out new search

technology called the

Knowledge Graph.

The Knowledge Graph is based

on three components: 1) Find the

Right Thing, 2) Get the Best

Summary and 3) Go Deeper and

Broader.

A new “direct answers” box will

appear on the results page,

providing key facts and related

information about the search

query.

This new search effort will provide

both advantages and

disadvantages for marketers.

Marketers may see changes to their SEO rankings as this

technology rolls out; marketers

should also be aware of

performance changes in their

paid search, click-through rates

and site traffic metrics.

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The Knowledge Graph is built on three theoretical pillars:

1) Find the Right Thing: This facet of

the tool aims to remove ambiguity

from search queries by providing

the user with related searches that

use the same keywords. The

example Google gives in its official

blog1 is “Taj Mahal.” A user may

be looking to find information on

the famous landmark, the blues

musician or a casino. Using the

aggregate of knowledge at its disposal, the Knowledge Graph will recognize this ambiguity

and 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 relevant

information 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-world

connections to other people and objects. Information in these boxes has been pulled from

and organized according to what Google has found other users have sought next in

connection to the original search query.

3) Go Deeper and Broader: This is Google’s way of encouraging spontaneous unearthing of

information through a search query: the idea that the discovery of one thing will lead to the

discovery 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 rides

and their durations. It is information they had not intended to find but is provided in addition to

the answers they originally sought.

Questions and Opportunities

1 Google Official Blog: http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html

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This technology will no doubt have implications for consumers and marketers. While the

technology facilitates search results and enables a streamlined user experience, marketers

may 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-back

from the industry and may or may not limit uptake of Knowledge Graph over time. In this

regard, 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 more

enjoyable for its users. Consumers should see an improvement in the search experience as a

2 Google’s updated Privacy Policy as of March 1 2012: http://www.google.com/policies/privacy/

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whole, but due to the privacy policy may have more information revealed about their search

habits than they would like. Marketers, too, may yield benefits and insights from the new

technology, but should be aware of possible changes to organic and paid search rankings, as

well as site-side performance.

About RTC

RTC is a full-service direct and relationship marketing agency based in Washington, D.C., in the

heart 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 forge

lasting, valuable relationships with their customers. What distinguishes RTC is its unique ability to

analyze data and research on both a rational and emotional level, and to leverage insights

gleaned from that data to motivate customers and prospects to take action. RTC’s clients

include AARP, Procter & Gamble and Sunovion, as well as other major brands in the

pharmaceutical, financial services and telecom industries.

To learn more about RTC, please visit www.RTC agency.com or follow the Twitter feed

@RTCagency.