The Future of Search in the Digital Market: Semantic Search

17 October 2013

Search algorithms of major companies such as Google and Facebook have incorporated semantic technology over the past few years. Within the next few years the impact of this technology is anticipated to become much more influential. Semantic Search links together data elements regarding the entire context. For example placing together the words “New” and “York” gives a whole new meaning than each word apart.

How do major companies use it today?

IBM uses it in its Sentiment Analysis to receive a prediction of consumer trends.
Facebook uses it for the platform Open Graph, a set of APIs and tools that enable marketers to engage with their clients directly and gather information about their opinions in and out of the social network.

Google uses it to discern the relationship between objects in its Knowledge Graph, detailed information about a subject in addition to a list of site links. The goal is that the user would not need to search in other sites but would get a straight answer.

What’s in the future?
Google has hired one of the most renowned artificial intelligence experts, Ray Kurzweil, in order to evolve the search engine into a much more sophisticated one. It will enable us not to search but to find. By taking into consideration many factors such as search history, physical location, device that is used as well as data from e-mail correspondence, blogs and the social network Google Plus, it would enable providing the most relevant results.

Or as Kurzweil has stated, the search engine would function as a “cybernetic friend” who knows them extremely well.
Marketing content will be delivered according to the specific characteristics of the users. It would enable a much more successful targeting of the audience.

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