From keyword to Context based search!

History is repetitive. Humans created technology and now technology is trying to understand what we want to say!

What do you think when you type a query in the Google search bar? How often you just think of a word for the search bar? Do you ever have a reason, a context behind that search? How often you just got what you were thinking? Yes, this ‘Context‘ defines the changing face of Google search. Take a look-

Google is trying to understand humans!

Your curiosity about the painting or the mysterious smile prompts you to search about ‘the Monalisa’. But Google suggested a lot of things when you typed Monalisa! It simply is trying to understand the intent of your search. Whether you are looking to know about the smile or the painting or a spa, Google gives you results from these possible context and you can go ahead & choose whichever relevant.

Google tries to think what you are searching for!

On the right hand side, Google presents you with a panel that gives context based search results. This is based on the ‘collective wisdom’ as mentioned by Google employees in one of their official videos. Google now is focusing on what other people have searched for, and given one search query what ‘people will also search for’. This intelligence is what is being implemented in its Context-based search.

Context based search gives a lot more information than ever before!

The panel shows the intent of search ‘Mona lisa’. In terms of database models, it is referred to as an “object or entity”. The context-based search does not simply rely on the entity but also takes into account the connections or the relationship of this entity with other entities or objects. For example, Monalisa is a painting made by Leonardo da Vinci. Therefore, Google also lets it viewers search for more work from Leonardo, or other similar artwork. It is trying to present the search results with possible connections. After all, nothing in this world is disconnected from anything else, which means, each and every object has a connection. Google also stores information about its object, technically known as “attributes”. The attributes here are the name of the artist, the location of the painting, creation history, dimensions etc. This is just not information. Google is presenting to us Knowledge. You were only searching for Mona lisa, now you a bit more about Leonardo, possible Renaissance era, the Louvre museum etc. Definitely, this is a shift from being an information search engine to knowledge search engine.

The context-based search is implemented through knowledge graphs and this graph is just not a collection of objects. Rather, it stores knowledge about these objects in terms of attributes and relationships with other objects in the real and digital world. We will discuss more about the technicalities of knowledge graph in one of our future posts. For now, the emphasis is on the fact that Google is trying to see search as what it means to us as users. In this case, it tries to figure out why we searched for Mona lisa? Or why we made this search in first place. This is very different from the keyword-based search Google used to build its search results on.

Yes, the nature of search has changed from mere words or ‘keywords’ to the context or the intent. Keywords are the words people use for searching. So, when a keyword is entered in the search bar, Google searches for relevant results stored in the index from stored words/keywords. If there is a match, the results are presented to the user but the match is not the only criteria. There are factors like quality, relevance, freshness etc. Therefore, doing SEO with only keywords is never successful. But today there is not to worry as the focus has shifted from ‘words’ to context. Now search bar doesn’t want your keywords but you can simply type as you think instead of breaking it in words. It resonates with the ultimate goal of Google Founders, back in 1998.

Media Meridian- Changing face of Google search

What impact does this shift has on SEO or to businesses? Does the end of keyword era is round the corner? Have the keywords thrown out completely? How do people change their SEO efforts now? A lot of questions arise with this change. This change has been the driving component of Google’s Hummingbird Algorithm, announced September 2013. Stay tuned to read the implications of Keyword to Context based search, in our upcoming posts. Till then, you are welcome to showcase your views and concerns in the comment box.

Advertisements

13 comments

  1. Thanks Molly Cliffe LTU for the reblog. I am glad you found it useful, and good luck with your research.

  2. […] need nectar of succinct keywords. Google, the most popular search engine is trying to be human. More than ever, long tail keywords which are more like what comes to your mind when u r on that […]

  3. […] focusses on the conversational search. One of the reasons for its existence is to simplify and speed up the search process by […]

  4. It’s an amazing paragraph in favor of all the internet viewers;
    they will get benefit from it I am sure.

  5. Asking questions are truly fastidious thing if you are not understanding something
    completely, except this paragraph gives good understanding yet.

  6. Hi, I would like to subscribe for this website to obtain most recent updates, so where can i do
    it please help out.

  7. You actually make it seem so easy with your presentation but I find this matter to be really something which I think I would never understand.
    It seems too complex and very broad for me.
    I am looking forward for your next post, I will try to get the hang of it!

  8. Interesting blog! Is your theme custom made or did you download it from somewhere?

    A design like yours with a few simple tweeks would really make my blog stand out.
    Please let me know where you got your design. Cheers

  9. We absolutely love your blog and find many of your post’s to be just what I’m looking for.
    can you offer guest writers to write content to suit your needs?
    I wouldn’t mind producing a post or elaborating on some of the subjects you write in relation to
    here. Again, awesome blog!

  10. I know this if off topic but I’m looking into starting my own blog and was curious what all
    is needed to get setup? I’m assuming having a blog like
    yours would cost a pretty penny? I’m nnot very
    internet svvy so I’m not 100% sure. Any ttips or adviice would be
    greatly appreciated. Thanks

  11. If you are going for finest contents like me, simply go
    to see this site everyday as it gives quality contents, thanks

  12. Hi, this weekend is good in favor of me, since this point
    in time i am reading this great informative paragraph here at my residence.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: