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Google's Knowledge Graph, Searcher Intent & What It Means For Brands

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The changes Google has been making to the search algorithms including the Knowledge Graph and determining user intent have slowly been making changes to the search results.[URL="http://searchengineland.com/is-googles-synonym-matching-increasing-how-searchers-and-brands-can-be-both-helped-and-hurt-131504?"] Search Engine Land[/URL] writes about some discoveries with the new and growing changes to Google's search algorithm. Google's new algorithm 'learns' based on previous searches, and specifically an individual's searches. In most cases, the result benefits search, websites, and the users by returning accurate results, correcting spelling errors, and showing results based on the users' previous searches to improve chances and probability of showing results valuable to the searcher.

For example, users searching for office supplies and then "staples" might see both results for office supply places as well as the company site for Staples.com. However then there is a case of HH Gregg. "Presumably, lots of people were searching for h. h. gregg in conjunction with things like laptops, TVs, and printers. But lots more people were searching for laptops, TV, and printers in conjunction with Best Buy. So when people searched for [hhgregg site], Google ranked hhregg.com first, but ranked bestbuy.com second."

So the big question is what does it mean for brands, for small businesses, and for the future of search. Since this just came out today, there will be future developments for sure. The initial conclusion from this example might be that small businesses lose out, however if this remains constant, it is possible that if a small business is associated with a big brand, they might benefit from a similar result like Best Buy did.

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