Cem Bali, head of search at online marketing agency DGM, said ‘knowledge graph’ has the potential to change search behaviour and prompt users to spend more time on Google.
“From a commercial perspective for Google, if users are searching more and being engaged for longer periods of time on their Google search home page, there is potential upside for Google Adwords results – more impressions, clicks and revenue,” Bali said.
Google extended the ‘knowledge graph’ outside the US to every English-speaking country late last week.
Amit Singhal, senior vice president of Google Search, made the announcement via the company’s blog.
“If you’re in Australia and search for [chiefs], you’ll get the rugby team – its players, results and history,” Singhal said.
“We’ll also use this intelligence to help you find the right result more quickly when your search may have different meanings.
“For example, if you search for [rio], you might be interested in the Brazilian city, the recent animated movie or the casino in Vegas.”
These different options will now appear in Google’s search box as you type. The search giant will also now pull together a list of connected things which will appear in the at the top of the page.
“And by combining our Knowledge Graph with the collective wisdom of the web, we can even provide more subjective lists like [best action movies of the 2000s] or [things to do in paris]. If you click on an item, you can then explore the result more deeply on the web.”
Bali said businesses need to be aware of Google will now present their results, urging brands to test, review and repeat.
“Its hard to tell what impact this will have on brands, until we use it, monitor it, test it and review,” he explained.
“The rollout of Knowledge Graph aims to optimize a users’ search behaviour, there is the potential for users to spend less time on their initial search but more time researching additional results that are shown via the Knowledge Graph as it delivers more relevant context for their searches.
“This new way of presenting search results to the user is incentivising advertisers to continue to optimise across a wide range of content and, most importantly, to keep their content up to date.”
Google also announced a trial where users search can include messages from their Gmail accounts.
Singhal said: “Sometimes the best answer to your question isn’t available on the public web—it may be contained somewhere else, such as in your email.”
“We think you shouldn’t have to be your own mini-search engine to find the most useful information—it should just work. A search is a search, and we want our results to be truly universal.”
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