Google just made searching the Internet much more tailored—again—by announcing its new Knowledge Graph that identifies the relationship between words in a query.

In a massive blog post on the official Google Blog, Google’s Senior Vice President of Engineering Amit Singhal announced the new feature, while explaining search has historically been about matching keywords to queries, but that is not the ideal approach in the modern era of search.

According to the Singal:

  • “Take a query like [taj mahal]. For more than four decades, search has essentially been about matching keywords to queries. To a search engine the words [taj mahal] have been just that—two words.
  • But we all know that [taj mahal] has a much richer meaning. You might think of one of the world’s most beautiful monuments, or a Grammy Award-winning musician, or possibly even a casino in Atlantic City, NJ. Or, depending on when you last ate, the nearest Indian restaurant. It’s why we’ve been working on an intelligent model—in geek-speak, a “graph”—that understands real-world entities and their relationships to one another: things, not strings.

The SVP further described how the Knowledge Graph helps Google decipher ambiguous language. The feature’s methodology determines whether a user meant Taj Mahal the monument or Taj Mahal the musician when searching “Taj Mahal,” and then it displays a more narrowed list of search results.

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