In recent developments, Google has incorporated car search into its Knowledge Graph. This move has simplified the process of car shopping, offering users a more streamlined and efficient search experience.
The Knowledge Graph – A Brief Overview
Introduced in May 2012, the Knowledge Graph was Google’s initiative to refine the search experience by presenting relevant information in a concise, card-like format. This feature showcases pertinent details about the search query in the top right corner of the search results page.
The Significance of the Update
Google’s primary revenue stream is from its AdWords pay-per-click advertising. Therefore, delivering relevant search results is crucial for the tech giant. By adding autos to the Knowledge Graph, Google now offers users direct information about various vehicles without the need to visit individual car dealership websites.
How to Utilise the Knowledge Graph for Car Searches
If you’re keen on researching a specific car, say the 2014 Volkswagen Touareg X, simply input the year, make and model into Google’s search bar. The Knowledge Graph will promptly display a comprehensive review of the vehicle. Details such as vehicle type, fuel efficiency, recommended retail price, engine specifications, horsepower, available model years, and price configurations are all presented. Moreover, the system predicts additional information you might be interested in, even beyond the initial search query. For instance, if you input ‘2014 Volkswagen Touareg’, the Knowledge Graph will provide other related details and links to similar vehicle searches.
The Social Aspect, Facebook’s Open Graph
Since 2010, Facebook’s Open Graph application has been a popular tool for brands to tap into the preferences of their audience. Platforms like Spotify utilise this application, allowing users to see the music choices of their connections. In the context of car shopping, car brands that use Open Graph can gain visibility on Facebook. This feature lets users see which cars their friends and acquaintances are interested in. For instance, if you’re contemplating buying a Lexus and notice a friend interacting with a Lexus promotion on Facebook, it could be a conversation starter, potentially influencing your purchase decision.
The Future of Search
The integration of cars into Google’s Knowledge Graph underscores Google’s commitment to staying ahead in the search engine industry. This feature not only enhances the user experience but also centralises information, making it more accessible. The Knowledge Graph ensures users receive comprehensive details about their search queries, along with related options that might not have been initially considered, all within a single click.