Google wants us all to get lucky and they want it bad.
The brand, already synonymous with search, is now a step closer to its long-stated holy grail: For us to complete our discovery on the first attempt.
No longer will search be a speculative dive into a digitized directory in which one: says, “I’m feeling lucky.” Thanks to the Knowledge Graph, our odds are now demonstrably better.
Google’s new functionality promises to elevate search responsiveness to a whole new level. So much so, Search Engine Marketing and Optimization may give way entirely to the new, emerging field of Knowledge Engine Marketing.
This new functionality recognizes that we communicate in ideas, not terms. In other words, Google is attempting to think in terms of human relevance. What could be more powerful?
Think of it: We’ve been rendered insensate by incessant messaging, a content river way out of its banks and a life that has no boundaries between work and home. We’re numb: to information, to brands and to each other. As we grasp and gasp amidst the flood, the only value that has sufficient buoyancy to keep us afloat and breathing is relevance.
Unrealistic reality programming won’t save us from drowning. Another new tributary of social media message flow won’t rescue us. Only relevance will.
That’s why the Knowledge Graph is so exciting. It increases the probability that our use of this information utility will actually yield relevance. It will do so instantaneously filling our information lungs with refreshment and energy, rather than more tumult and suffocation.
Humanly relevant ideas are not easy to conceive. Marketers learned their trades by spraying and praying and moving messages to masses. Even as the digital age has dawned, so much communication is just the same old, same old; only slightly more personalized.
Personalization is not the same as human relevance.
A humanly relevant idea is informed by the customer’s or user’s deepest needs, mostly emotional. It reaches them in a way that is non-intrusive, typically welcomed and still, most delightfully, by surprise.
We can see and understand what really matters to us. Google is trying to get us closer to that point. For that, we have to stand back and applaud Google for having delivered a very powerful, humanly relevant idea in Knowledge Graph.
Rick Segal is President Worldwide and Chief Practice Officer of gyro
Follow Rick @MrBtoB