Originally at https://searchenginewatch.com/2016/03/17/what-performance-marketers-need-to-know-about-google-knowledge-graph/

Last week artificial intelligence achieved another victory over humankind.

Google DeepMind’s AlphaGo program won 4-1 against Lee Sedol, one of the best Go players in the world, in a milestone that experts thought was a decade away.

Of course, AI is about much more than winning board games. Google’s RankBrain AI powers its Knowledge Graph search results, bringing context and semantics to the traditional keyword-based search.

And with last month’s appointment of John Giannandrea, AI expert and Knowledge Graph founder, as Google’s new head of search, this is clearly an area Google is interested in.

For performance marketers, this needs to be paid attention to. Not only is Knowledge Graph an important tool that needs to be understood and utilised, but the AI powering it needs to be communicated with to ensure that it receives accurate information.

What is Knowledge Graph?

Say that you type into Google the name of a famous person, a tourist destination, a business, or any one of a whole host of objects or people that are frequently searched for. What you will most likely encounter is a panel along the side and/or the top of the results that provides additional information about what you searched for.

For example, if you search for ‘Barack Obama’, you will see a side panel with pictures, information about when and where he was born, his family, his social media profiles, as well as some ‘people also search for’ results.

barack obama Google Search

Similarly, if you search for ‘Eiffel Tower’  you will get information relevant to the building, such as the address, height and opening date.

If you type a flight number, the weather, or the definition of a word, you will ge…

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