It's about time! Without a knowledge graph, an effective personalized search filter (the direction Google has already started on) and effective targeted advertisements can't get much better than where they currently stand: relying on user-generated keywords instead of mapping out to include highly relevant related concepts.
The big gain is automating the SEO (search engine optimization) so that people don't need to do this manually, but rather search indexing would do that instead, allowing user-generated content (such as this post) to be correctly 'keyworded' without me maving to throw inn buzzwords.
This is also going to change the way web advertising works: advertiaers will need to focus more on pulling interest in and less on being in that 'top place': users expectations will become increasingly shaped according to the filters they use in browsing and personalized content (including advertising).
Reshared post from +Marcelo Camelo
Huge potential here.
"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."
Google Knowledge Graph Could Change Search Forever
Google Fellow and SVP Amit Singhal explains how Google Search is evolving from links to entities, attributes and relationships between entities.