Knowledge graph
What is a knowledge graph?
A knowledge graph, also known as a semantic network, is a knowledge model represents a network of real-world entities—i.e. objects, events, situations, or concepts—and illustrates(interlinked descriptions) the relationship between them. This information is usually stored in a graph database and visualized as a graph structure, prompting the term knowledge “graph.”
In below diagram - A represents the subject, B represents the predicate/verb, C represents the object
Below is a knowledge graph of 500 Women Scientists by KgBase
Key Characteristics
A knowledge graph is made up of three main components: nodes, edges, and labels. Any object, place, or person can be a node. An edge defines the relationship between the nodes.
Knowledge graphs combine characteristics of several data management paradigms:
- Database, because the data can be explored via structured queries;
- Graph, because they can be analyzed as any other network data structure;
- Knowledge base, because they bear formal semantics, which can be used to interpret the data and infer new facts.
Knowledge graphs, represented in Resource Description Framework (RDF), provide the best framework for data integration, unification, linking and reuse.
Examples
There are many different types of knowledge graphs developed by different companies that are used for different purposes. While many companies use an internal or smaller knowledge graph for online functions, some of the biggest ones are being used by many people all over the world. Below lists a selection of some of the largest knowledge graphs to date from Microsoft, Google, Facebook, IBM and eBay.
Most people conducting SEO will tend to focus on the Google Knowledge Graph as it’s the most frequently used and relevant knowledge graph for SEO. As Google, being the most popular search engine and the driver behind a lot of search engine innovation, it’s important to focus on developing entities and embedding them into the knowledge graph.
Developer | Purpose & Function | Stage of Development |
---|---|---|
Microsoft | Uses knowledge graph for the Bing search engine, LinkedIn data Academics. | Actively used in products |
Knowledge graph is used as a massive categorization function across Google’s devices and directly embedded in the search engine. | Actively used in products | |
Develops connections between people, events and ideas, mainly focusing on news, people and events related to the social network. | Actively used in products | |
IBM | Provides a framework for other companies and/or industries to develop internal knowledge graphs. | Actively used by clients |
eBay | Currently developing a knowledge graph that functions to provide connections between users and products provided on the website. | Early Stage of Development |
Source: What is a Knowledge Graph? A comprehensive Guide
Microsoft’s knowledge graph is still something to pay close attention to, as while not as many people use Bing, plenty of people do use Microsoft’s services, including LinkedIn. So while Google may be the primary focus of SEO and entity development, it’s important not to forget about Microsoft. Thankfully, they both use schema markup, so developing entries for both of them shouldn’t be too difficult.
Other knowledge graphs may be useful in SEO in certain circumstances. For example, Facebook’s knowledge graph might be useful for branding, local businesses, and people hosting events for embedding in their social network. IBM’s knowledge graph might be useful in working within the internal knowledge graphs of other companies but may still hold value for SEO. The same goes for eBay’s knowledge graph, though it is more uncertain as their knowledge graph is still in the early stages of implementation and development. There are also many more knowledge graphs not listed above that are used by many publishers and developers across many different platforms.
The Google Knowledge Graph
Google’s search results sometimes show information that comes from our Knowledge Graph, our database of billions of facts about people, places and things. The Knowledge Graph allows us to answer factual questions - Google
When talk about Knowledge Graph, people instantly think of Google Knowledge Graph, along with the rasie of AI, it makes Knowledge Graph becomes a hot keyword once again. For example, the Knowledge Graph allows Google to answer factual questions such as 'How tall is the Eiffel Tower?' or 'Where were the 2016 Summer Olympics held?'
When we search 'where did Obama's wife graduate?' The search enginee isn't only give you the answer 'Michelle Obama is a graduate of Princeton University and Harvard Law School' but also listed her biography in the knowledge panels
Of course, to be able to answer this question can't be leverage only the powerful Google Knowledge Graph but also the machine learning algorithm takes a huge part to understand the semantic meaning of the search keywords and the gramma of the sentence. Without these technologies, the search enginee won't be able to understand what you intended to search for isn't Obama but his wife.
Semantic Network
Definition
A semantic network, or frame network is a knowledge base that represents semantic relations between concepts in a network. This is often used as a form of knowledge representation. It is a directed or undirected graph consisting of vertices, which represent concepts, and edges, which represent semantic relations between concepts, mapping or connecting semantic fields. A semantic network may be instantiated as, for example, a graph database or a concept map. Typical standardized semantic networks are expressed as semantic triples.
By “semantic”, I mean that the meaning of the data is encoded alongside the data in the graph, in the form of the ontology. A knowledge graph is self-descriptive, or, simply put, it provides a single place to find the data and understand what it’s all about.
There is an additional benefit in that you can submit queries in a style that is much closer to a natural language, using a familiar domain vocabulary. That is, the meaning of the data is typically expressed in terms of entity and relation names that are familiar to those interested in the given domain. This enables smarter search, more efficient discovery, and narrows the communication gap between data providers and consumers.
Example
One of the semantic network example is called WordNet. It's a large lexical database of English. Nouns, verbs, adjectives and adverbs are grouped into sets of cognitive synonyms (synsets), each expressing a distinct concept. Synsets are interlinked by means of conceptual-semantic and lexical relations.
Compare with Knowledge graph, WordNet emphasises how to express a word semantically correct whilist Knowledge Graph emphasises the relationship of our physical world.
Let's see how Knowledge Graph and WordNet represent this sentence Barack Obama and Michelle Obama are couple
.
Knowledge Graph represent this concept as (Barack Obama)---couple---(Michelle Obama). It focuses on
- the the concept of class which is human
- relationship between them which is couple
WordNet focuses on the meaning of words
- what are the synonyms of those words?
- what is the meaning of those words?