- [Instructor] Google has made it possible
to search for a term on the internet since 1997.
As a search result,
you will get a list of websites that contained the term.
Since 2012,
Google has been using a Knowledge Graph technology
in addition to the index search to improve search results
and to display the search term in the relevant context.
With the Knowledge Graph technology,
Google can present better search results to customers.
At the same time,
Google can optimally tailor the advertisement to the user.
I will show you on the following example,
how the Google Knowledge Graph works.
Let's enter a search term into the Google search engine.
For example, a search for Taylor Swift.
The Google search engine gives us a list of references
from the internet.
The term Taylor Swift appears as a text on many websites.
The so-called knowledge box is also displayed
on the right-hand side.
Here, the same term is place in a context,
in our example, the singer's date of birth
and the list of published music titles,
as well as the films in which she was starred.
This information has been extracted from sources
such as Wikipedia.
The main difference to the list of websites on the left
is that the Knowledge Graph represents knowledge.
The Knowledge Graph stores that a natural person has a name
and can also have an actor's name.
When searching the internet, in many cases
we want to get an answer to a specific question.
You don't want to scroll down a long list of search results.
One of the secrets of Google success
is that it uses semantic search functions
to give users better answers to their queries.
Semantic search is required for automatic speech recognition
as the machine needs to understand the context
when you say, for example,
"Alexa, play me a song by Taylor Swift."
The Knowledge Graph shows that the person named Taylor Swift
is a person.
People are things,
and that this person is a singer songwriter.
Let's take a look at how the Google Knowledge Graph
stores this information.
You can use the Google Knowledge Graph search API
to find entities and the Google Knowledge Graph.
Google and other search engines use the standard Schema.org
for describing objects.
The code is written in JSON LD.
Here, we see a code example of a search query
for the singer Taylor Swift.
We see that the name of the entity is Taylor Swift,
and that the Knowledge Graph classifies this person
as a singer songwriter,
the Google Knowledge Graph contains millions of entries
describing things in the real world, such as personalities,
places, or shops.
These relationships are mapped in a form of a graph
and the definition of Schema.org are used.
The Schema.org initiative was founded
by several search engine operators
and defines a vocabulary of terms
that are relevant for search queries on the internet.
Schema.org defines a hierarchy of things
also known as a taxonomy
that are relevant for internet queries.
For example, it defines different types of shops,
such as specialty stores like car repair shops,
bicycle shops, and bookstores.