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The Internet, as many know too well, is full of rumors and misinformation. And while Internet searches are based on algorithmic objectivity, many of the websites containing false information are unfortunately ranking high on the search engine results pages (SERPs) because of their popularity (i.e., the number of external websites that link to them).
In March this year, a team of researchers from Google published a paper titled, Knowledge Vault: A Web-Scale Approach to Probabilistic Knowledge Fusion, which moved to change the way search engine giant ranks websites.
They found out a new way to determine the quality of a piece of content according to the accuracy of its facts instead of popularity, and it is called the “Knowledge-Based Trust (KBT)” algorithm.
The published paper explained how Google could use partisan debunking outlets and an extraction process to determine quality. They will compute a “Knowledge-based Trust Score” for every page based on Google’s “Knowledge Vault.”
The Knowledge Vault is a massive automated database of facts the web universally and consistently agrees on; it is the supposed successor of the Knowledge Graph.
What We Know About the Knowledge Vault So Far
The Knowledge Vault finds facts by extracting “knowledge triples”: 1) a subject, which represents a real-world entity, 2) a predicate that describes an attribute of the subject, and 3) an object, which can be an entity, a string, a numerical value, or a date.
The researchers provided this example:
Barack Obama, nationality, USA.
(Subject) (Predicate) (Object)
Google, through the Knowledge Vault, uses a multi-layer approach to weigh whether these “facts” are true or not.
To date, the Knowledge Vault has compiled billions of facts by taking them from the Web and then comparing those facts to existing sources. According to Google, for 271 million of these facts, the probability of accuracy and correctness is more than 90%.
Google Might Be Testing a New Knowledge Vault Update
Recently, some users reported seeing a new Knowledge Graph/Vault update, according to a Search Engine Watch article. One user, Dan Leveille, the product marketing manager at deviantART, searched using the question, “Does Iceland have a military?” A small box appeared at the top of the results page, with a description of the status quo of the military in Iceland, as it should be with the Knowledge Graph formatting.
When Leveille scrolled down the list, however, he found another box, which says, “People also ask.” This includes a drop-down menu of related questions, including “What country does not have an army?”
Google has not made any announcements yet about this update, leading users to believe it’s something Google is currently testing.
As Google prefers testing new features in a small scale before fully rolling them out, it is highly probable that this new dropdown feature is just Google’s test of a new Knowledge Graph/Vault update, which it intends to deploy in full within the next few months.
Businesses Need to Differentiate Themselves
Now if these new developments allow Google to collect data and deliver information to users easily, businesses would need to differentiate themselves with engaging—as well as accurate and original—content.
It is important to make sure a business stands out by conveying their unique voice as well. If Google is going to compile every piece of information, users are more likely to visit sites that offer unique and valuable content.
In addition, businesses should display their sources in their content, as not every piece of content will be firsthand reporting and will be all based on original research. Businesses or marketers must still link to reputable sources, but must link to those that contain information the search engine obviously considers trustworthy and reliable (i.e. sites that contain objective research).
It’s still too early to tell how these features will develop, but chances are, businesses and marketers will need to transform their marketing efforts in order to survive. If Google’s researchers have their way, everyone will need to adapt.
Businesses need an expert in Search Engine Optimization, like Denver’s RefractROI, the top SEO company in the city, as a guide as the features are developing. We put a premium on high quality content, and we are dedicated to maximizing marketing campaigns through unique, brilliant, and adaptable strategies.
Contact us today. Our team of experts in Denver SEO will gladly walk you through our marketing process.