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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #274: Semantic
search gets bigger</span><br>
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<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">March 21st, 2012</span></p>
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<p style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2012/03/google-search.png"><img
class="alignleft wp-image-2612"
style="margin-right: 2px;" title="google
search"
src="cid:part2.01070103.00000200@oplin.org"
alt="" height="105" width="122"></a>You may
have seen some recent <a
href="http://online.wsj.com/article_email/SB10001424052702304459804577281842851136290-lMyQjAxMTAyMDEwNDExNDQyWj.html">news
articles</a> about Google's plans to make their
search more "semantic." What exactly does that
mean? Well, people tend to use Internet search
tools in two different ways: either to find their
way to a particular document on the web, or to
find the answer to a particular question. The same
thing happens at the reference desk of a library,
where you can have simple directional questions
("where's the restroom?") or more complex requests
for information ("how many hog farms are in
Iowa?"). If a user is looking for the answer to a
particular question, the search tool is much more
effective if it can understand the semantics of
the question - the contextual meaning of the
user's search terms - instead of just handling the
words as individual keywords. But until recently,
computer software hasn't been very good at that.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.dailymail.co.uk/sciencetech/article-2115273/Google-Semantic-search-answer-questions-shift-makes-like-Bing.html">Google
Search will soon 'answer questions', instead
of just hunting words - a shift which makes it
more like Microsoft's Bing</a> (Daily Mail/Rob
Waugh) "The move echoes what Microsoft has done
with its Bing search engine. Bing is the second
most-popular search engine in the U.S. - and
built to deliver answers to questions. 'People
today expect more than 10 blue links on a page,'
says Microsoft."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://mashable.com/2012/02/13/google-knowledge-graph-change-search/">Google
knowledge graph could change search forever</a>
(Mashable/Lance Ulanoff) "The transition from a
word-based index to this knowledge graph is a
fundamental shift that will radically increase
power and complexity. [Google search engineer
Amit] Singhal explained that the word index is
essentially like the index you find at the back
of a book: 'A knowledge base is huge compared to
the word index and far more refined or
advanced.'"</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.readwriteweb.com/archives/google_semantic_search_bad_for_seo_good_for_you.php">Google
semantic search: bad for SEO, good for you</a>
(ReadWriteWeb/Jon Mitchell) "It's not just the
interpretation of queries that will improve; the
quality of results will be better since they
can't be gamed with keywords. This will change
Google's ad business profoundly, but that change
is inevitable. If Google doesn't become the most
relevant, intelligent search assistant, <a
href="http://www.readwriteweb.com/archives/google_still_rules_search_but_siri_is_coming.php">Apple's
Siri will</a>."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.knowyourmobile.in/news/1284290/google_semantic_search_eyeing_siri_and_other_rivals.html">Google
semantic search - eyeing Siri and other
rivals?</a> (Know Your Mobile/Radnyee
Chunodkar) "While in an interview with the <a
href="http://online.wsj.com/article/SB10001424052702303863404577281822057679682.html">WSJ</a>,
Google search executive Amit Singhal stated:
'When we can deliver small nuggets of
information, that system is far more suited to
mobile phones and searching with voice'. This
evidently gives a cue that Google is eyeing to
topple rival Siri. Apple's intelligent personal
assistant and knowledge navigator, Siri uses a
natural language user interface by putting into
action the semantic technology."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Entities
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">Google has
prepared for this move by <a
href="https://plus.google.com/115744399689614835150/posts/3vLRVL7C4QS">collecting</a>
a huge database of 200 million related "entities":
people, places, and products.
</div>
<div style="text-align: left;"> </div>
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<div style="text-align: justify;">The <strong><em>OPLIN
4cast</em></strong>
is a weekly compilation of
recent headlines, topics, and trends that could
impact public
libraries. You can subscribe to it in a variety
of ways, such as: <br>
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<li style="text-align: justify;"><strong>RSS
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