Google To Understand Entities

Feb 14, 2012 • 9:41 am | comments (7) by twitter Google+ | Filed Under Google Search Engine

EntitiesA Mashable story has details from Google's head of search, Amit Singhal on where Google search is heading.

Here are two excerpts from the article:

The future of Google Search, though, could be a very different story. In an extensive conversation, Singhal, who has been in the search field for 20 years, outlined a developing vision for search that takes it beyond mere words and into the world of entities, attributes and the relationship between those entities. In other words, Google’s future search engine will not only understand your lake question but know a lake is a body of water and tell you the depth, surface areas, temperatures and even salinities for each lake.

Google now wants to transform words that appear on a page into entities that mean something and have related attributes. It’s what the human brain does naturally, but for computers, it’s known as Artificial Intelligence.

It’s a challenging task, but the work has already begun. Google is “building a huge, in-house understanding of what an entity is and a repository of what entities are in the world and what should you know about those entities,” said Singhal.

See that last line?

Amit said, Google is "building a huge, in-house understanding of what an entity is and a repository of what entities are in the world and what should you know about those entities."

For an SEO and search fan, this is a big thrill. Tedster from WebmasterWorld said:

I'd say this is the long-term view of where Google is headed - or really, where search is headed altogether. We left the world of pure text match years ago, but not by a lot so far.

It's definitely something to keep in mind as we try to make sense of the way SERPs are evolving. Right now, experienced searchers might not even formulate a search such as "the ten deepest lakes in the US" but would probably come at this idea from related searches that stand a better chance of finding a text match - and then go on from that initial set of findings.

The article states "while 200 million entities is a lot, the world of knowledge is vast." Indeed. Given all the possibilities that a true AI would need to address, 200 million entities is a mere sneeze.

This is a whole new game.

Forum discussion at WebmasterWorld.

Image credit to ShutterStock.

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Voice of Reason

02/14/2012 06:31 pm

Who is this Tedster and who cares what he said?

Nathaniel Bailey

02/15/2012 09:21 am

So google will be changing from a complicated search engine to an even more knowledgeable search AI in the years to come! It will certainly be interesting to see where and when this will all kick off, but I can see a lot of bugs and up raw's coming from it at the start because, lets face it, google always seem to screw up the serps when it has a major update like this, so people will be complaining like mad to start with I think :)

Dewaldt Huysamen

02/15/2012 01:43 pm

look good to me


02/15/2012 02:28 pm

I believe the future of search also entails Google cluttering up the SERPs with God knows what to the point where you will need the assistance of a second search widget to find your way through the mess to the results you originally set out for...


02/15/2012 03:24 pm

hi BS, LOL, AI, Algoritm of google like human, round around to the world... nice post, thank


02/15/2012 04:54 pm

I had a doubt in 2010 that Google is using AI for its search results, and they are declaring this now that they are using it, Google's strange behavior it self is the proof of this thing cause algorithm cannot be so complex.


02/15/2012 06:13 pm

Lol at voice of reason. Good point. This is an odd website.

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