Google will be changing how it searches the web for you in the near future. Google's SVP, Amit Singhal wrote in a blog post on Google+ that the search company is working on improving search results for users as fast as possible. He said, “we convert raw data into knowledge for millions of users around the world. But our ability to deliver this experience is a function of our understanding your question and also truly understanding all the data that's out there. And right now, our understanding is pretty darn limited. Ask us for “the 10 deepest lakes in the U.S,” and we'll give you decent results based on those keywords, but not necessarily because we understand what depth is or what a lake is.

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Change is coming

Singhal also wrote in a post on Mashable that it takes more than just keywords to actually answer a question and factors like entities, attributes and relationships between two entities need to be taken into consideration. When Google first started out, they essentially provided search results based on keyword content. Then, when the World Wide Web hit, they changed over to link surrogates, i.e. on content links and the authority of those links.

What will this mean for search? The keywords here are “entities” and “attributes”. The human brain creates relationships between entities and attributes naturally, for computers it's called Artificial Intelligence. According to Mashable, this is what Google is working on in-house. Singhal says that Google is, “building a huge, in-house understanding of what an entity is and a repository of what entities are in the world and what should you know about those entities.” Singhal says that Google is building a more algorithmically complicated search function and will require more computers to build the system. This is similar to a system that iPhone 4S users have in their pockets: Siri. There already is a little bit of AI creeping into Google search results, people just haven't noticed it yet. However, change is coming, and more AI will come soon.

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