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The system is able to figure that out, on the fly, because it has access to users' search activity.
Bing's innovations, which involve embedding widgets in search, like an Open Table reservation system, are about turning search into an app, that lets you do things, rather than just find information. Yahoo's innovation is about providing images of search result pages to help you navigate more quickly to the page you want to read. Gomes says Google's innovations, on the other hand, are about helping users perform better searches by, first, helping them quickly let Google know which specific thing they're looking for and then by helping them dive deeper into a topic of interest.
"We show you the information people are most interested in," Gomes says. The system is able to figure that out, on the fly, because it has access to users' search activity. The things that people search for the most are prioritized more highly in the Knowledge Graph. So, for example, if all of a sudden searchers started looking for information on Lloyd Wright's favorite foods, it's conceivable that the panel would start displaying details about those foods, rather information about his children. "Because we know what people are searching for, we know what matters," Gomes says.
While the new panels are Google's first step into using its massive database to improve the search experience, Gomes declines to divulge much detail about what lies down the road. He also seems to indicate the company might not even have a hard and fast road map planned out.