Search is changing – and it’s changing faster than ever. Increasingly, we are seeing organic elements in search results being displaced by displays coming from the Knowledge Graph.
Yet the shift from search over documents (e.g. web pages) to search over data (e.g. Knowledge Graph) is still in its infancy.
Remember Google’s mission statement:
Google’s mission is to organize the world’s information to make it universally accessible and useful.
The Knowledge Graph was built to help with that mission. It contains information about entities and their relationships to one another – meaning that Google is increasingly able to recognize a search query as a distinct entity rather than just a string of keywords. As we shift further away from keyword-based search and more towards entity-based search, internal data quality is becoming more imperative.
In other words, if you want to be findable in the search results of the future, search engines need to be able to understand what entities are on your web page.
More at: Search Engine Land