An example of Google’s Knowledge Graph and Featured Snippet technology.
Have you used Google to answer a question, to find that the answer appears in a big box on the right hand side of the search results? This is Google’s Knowledge Graph technology, which stores the ‘answers’ to common questions within a structured database that organizes information on websites in a standardized way [1]. It is differentiated with Google’s Featured Snippet technology, which presents a ‘programmatically extracted’ answer from a website [2]. Knowledge Graph began as Freebase [3], a collaborative project where volunteers would contribute to the structured data of various sites and concepts, and was available under a Creative Commons license for free, until Google shut the project down after buying its parent company, Metaweb, in 2010 [4].
Knowledge Graph can present the answers stored within the structured database to users in the search results screen, so that users would not have to visit another site to discover the answer of a query. However, the introduction of this tool has received criticism, as it has been attributed to a declining rate of visitors to other websites that provide information, such as Wikipedia [5].
Last week, ZDNet [6] reported that Wietze Beukema, a Dutch researcher of Price Waterhouse Coopers’ Cyber Threat Detection & Response team, discovered that these knowledge graph answers can be attached to any search query, even if the knowledge graph does not answer the query in any way. If users clicked on the ‘Share’ button within a knowledge graph panel, they could get the URL for the specific knowledge graph panel. Afterwards, they could combine this URL for a knowledge graph panel with a search query to make it seem that the knowledge graph panel is appearing for that specific search query.
Here are some examples: [7] [8] [9]
As a result, misinformation can be created by users that promote URLs that combine a suggestive and leading search query with the juxtaposition of a knowledge graph panel to make it seem like the panel was displayed as a result of the search query.
Update: The issue has been addressed by Google, and the links no longer show inaccurate information by appending the knowledge graph URL to another search URL anymore.
What do you think?
- Do you think this will lead to the increased spread of misinformation, or will people check facts for themselves?
- Does Google need to address this issue, or is it a good opportunity to play a harmless prank on your friends?
- Even if this issue does not exist, do you trust the information provided by Google’s Knowledge Graph and Featured Snippets? Why or why not?
- Do you think Google is right to display the information of other websites on its search results? Do you think it is overstepping its boundaries as a search engine?
Let us know what you think about this article and your responses to our questions in the comments below!
Disclaimer: The views and opinions expressed in this article are those of the author and do not constitute legal or financial advice.
Always do your own research to make informed decisions.
For more information, check out these articles:
Google search results listings can be manipulated for propaganda [ZDNet]
Freebase is dead, long live Freebase [Medium]
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