Knowledge Graph is based on what the search companies call “semantic search.” With semantic search, the search engine attempts to think more like a human. The information is presented immediately, typically near the top, a service that Google has been providing for years. For example, if you search for “Philadelphia population,” right there at the top is your answer: 1,526,006 people. No searching needed; that’s semantic search in action.
That’s what is so frustrating about traditional search. Relevant information on simple topics — such as places, people, or things — is hard to come by, and you might spend several minutes clicking through several sites to find what you need. Google and others show you a list of links and then it’s your job to click through them and (hopefully) find what you need.
But why would Google roll out Knowledge Graph, and why is this semantic search thing so important to search engines as a whole?
Search engines have a financial interest in keeping your attention. Yes, Knowledge Graph makes some searches a whole lot quicker but don’t be fooled — it is about making money just as much as it is making your life easier.
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