things not strings: understanding semantic search

Things Not StringsUnderstanding Semantic Search

What is it?

What is it?

Semantic Search seeks to improve search accuracy by

understanding searcher intent and the contextual meaning of terms as they appear in the searchable

dataspace, whether on the Web or within a closed system, to generate more relevant results.

Source: http://mashable.com/category/semantic-search/

But…

What does it really mean?

What does it really mean?Matching vs. Understanding

MatchingKeywords

Results

UnderstandingIntent

“Things”

“Quentin Tarantino” is a person.

“Quentin Tarantino” makes movies.

UnderstandingIntent

“Things”

Things=Relationships

How does it work?

Web 1.0

Producer Consumer

Web 2.0C/P

C/P

C/P

C/P = Consumer/Producer

How does it work?

Semantic Web

C/P

C/P = Consumer/Producer

C/P C/P

How does it work?

How does it work?

How does it work?

Canary = Yellow, Diamond= Type of precious Rock, Bangle= Some type of bracelet

How does it work?

How does it work?

ABC Attorneys123 Main StreetMalibu, CA 90263(555) 423-2352

<div itemscope itemtype=”http://schema.org/Attorney”><span itemprop=”name”>ABC Attorneys</span><div itemprop=”address” itemscope itemtype=”http://schema.org/PostalAddress”><span itemprop=”streetAddress”>123 Main Street</span><span itemprop=”addressLocality”>Malibu</span>,<span itemprop=”addressRegion”>CA</span><span itemprop=”postalCode”>90263</span></div>Phone: <span itemprop=”telephone”>(555) 423-2352</span><a href=”http://googlemapsurl.com” itemprop=”maps”>URL of Map</a></div>

Quentin Tarantino

Things=Relationships

EntityURI: Uniform resource identifier

Quentin Tarantino

Person

Things=Relationships

RDF

Is a

Resource Description Framework

Quentin Tarantino

FilmDirector

Person

UngloriousBastards

Things=Relationships

ChristophWaltz

Stanley Kubrick

Germany

How does it work?

How does it work?

How does it work?

<div itemprop=”address” itemscope itemtype=”http://schema.org/City”><span itemprop=”name”>Paris</span><div itemscope itemtype=”http://schema.org/Hotel”><span itemprop=”name”>Hilton</span>

Why do we want/need it?

Why do we want/need it?

Semantic Search seeks to improve search accuracy by understanding searcher intent and the contextual meaning of terms as they appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results.

Their = They’re

Why do we want/need it?

Mobile and desktopSearch experience is different

Why do we want/need it?

Mobile and desktopSearch experience is different

Search EnginesAnswer Engines

1. Kyle lives in Vancouver2. Kyle knows John3. John lives in Vancouver

Why do we want/need it?

Who does Kyle know who also lives in Vancouver?

When is this happening?

When is this happening?Today

Google Hummingbird

When is this happening?

Rich Snippets

When is this happening?

Not Provided

When is this happening?

New markups

When is this happening?

When is this happening?

Structured Data

When is this happening?

Structured Data

When is this happening?

Google Voice Search

When is this happening?

Google Voice Search

When is this happening?

Google Voice Search

Where is this going?

Where is this going?

Where is this going?

Where is this going?

NO

Where is this going?

No Data Available

-Is Golden Gate Park bigger than Central Park?

-Yes-Which way to Malcolm’s flat?- Take the next left