Google Gives Search a Refresh - WSJ.com
* Over the next few months, Google's search engine will begin spitting out more than a list of blue Web links. It will also present more facts and direct answers to queries at the top of the search-results page.
* The changes to search are among the biggest in the company's history and could affect millions of websites that rely on Google's current page-ranking results. At the same time, they could give Google more ways to serve up advertisements.
* The company is aiming to provide more relevant results by incorporating technology called "semantic search," which refers to the process of understanding the actual meaning of words.
* Semantic search can help associate different words with one another, such as a company (Google) with its founders ( Larry Page and Sergey Brin).
* Google search will look more like "how humans understand the world,
* To provide answers that aren't already in Google's ever-expanding database, the company will blend new semantic-search technology with its current system to better recognize the value of information on websites and figure out which ones to show in search results. It would do so by examining a Web page and identifying information about specific entities referenced on it, rather than only look for keywords.
* This move could spur millions of websites to retool their Web page—by changing what's called a "markup language"—so the search engine could more easily locate them under the new system.
* The shift to semantic search could directly impact the search results for 10% to 20% of all search queries, or tens of billions per month.