How A Knowledge Graph Updates ItselfTo those of us who are used to doing Search Engine Optimization, weâve been looking at URLs filled with content, and links between that content, and how algorithms such as PageRank (based upon links pointed between pages) and information retrieval scores based upon the relevance of that content have been determining how well pages rank in search results in response to queries entered into search boxes by searchers. Web pages connected by links have been seen as information points connected by nodes. This was the first generation of SEO. Search has been going through a transformation. Back in 2012, Google introduced something it refers to as the knowledge graph, in which they told us that they would begin focusing upon indexing things instead of strings. By âstrings,â they were referring to words that appear in queries, and in documents on the Web. By âthings,â they were referring to named entities, or real and specific people, places, and things. When people searched at Google, the search engines would show Search Engine Results Pages (SERPs) filled with URLs to pages that contained the strings of letters that we were searching for. Google still does that, and is slowly changing to showing search results that are about people, places, and things.
Google started showing us in patents how they were introducing entity recognition to search, as I described in this post: They now show us knowledge panels in search results that tell us about the people, places, and things they recognize in the queries we perform. In addition to crawling webpages and indexing the words on those pages, Google is collecting facts about the people, places, and things it finds on those pages. A Google Patent that was just granted in the past week tells us about how Googleâs knowledge graph updates itself when it collects information about entities, their properties and attributes and relationships involving them. This is part of the evolution of SEO that is taking place today â learning how Search is changing from being based upon search to being based upon knowledge. What does the patent tell us about knowledge? This is one of the sections that details what a knowledge graph is like that Google might collect information about when it indexes pages these days:
Note that SEO is no longer just about how often certain words appear on pages of the Web, what words appear in links to those pages, in page titles, and headings, alt text for images, and how often certain words may be repeated or related words may be used. Google is looking at the facts that are mentioned about entities, such as entity types like a âperson,â and properties, such as âDate of Birth,â or âGender.â Note that quote also mentions the word âSchemaâ as in âThese relationships define in part a schema associated with the entity type [Person].â As part of the transformation of SEO from Strings to Things, The major Search Engines joined forces to offer us information on how to use Schema for structured data on the Web to provide a machine readable way of sharing information with search engines about the entities that we write about, their properties, and relationships. Iâm writing about this patent because I am participating in a Webinar online about Knowledge Graphs and how those are being used, and updated. The Webinar is tomorrow at: Iâm writing about this Google Patent, because it starts out with the following line which it titles âBackground:â This disclosure generally relates to updating information in a database. Data has previously been updated by, for example, user input. This line points to the fact that this approach no longer needs to be updated by users, but instead involves how Google knowledge graphs update themselves. Updating Knowledge GraphsI attended a Semantic Technology and Business conference a couple of year ago, where the head of Yahooâs knowledge base presented, and he was asked a number of questions in a question and answer session after he spoke. Someone asked him what happens when information from a knowledge graph changes and it needs to be updated? His Answer was that a knowledge graph would have to be updated manually to have new information place within it. That wasnât a satisfactory answer because it would have been good to hear that the information from such a source could be easily updated. Iâve been waiting for Google to answer a question like this, which made seeing a line like this one from this patent a good experience:
This would be a knowledge graph update, so that patent provides details using language that reflects that exacly:
How does the search engine do this? The patent provides more information that fills in such details. The approaches to achieve this would be to:
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