Last year at our second Searchology event, Gaoogle announced Google Squared and Rich Snippets, two approaches to improve search by better understanding the web. Now Google is kicking off the new year with two improvements based on those technologies. First, they are applying the research behind Google Squared to add a new "answer-highlighting" feature to search, and second expanding Rich Snippets to include events.
Answer highlighting in search results
Most information on the web is shapeless. For example, blogs put together paragraphs of text, videos and images in ways that don't follow simple rules. Product review sites each have their individual formats, rating scales and categories. Unstructured data is hard for a computer to interpret, which means that we humans still have to do a fair amount of work to combine and understand information on the web.
Google Squared is one of the early efforts to automatically identify and extract structured data from across the Internet. The research behind Google Squared is, for the first time, making search better for everyone with a new feature called "answer highlighting."
Answer highlighting helps you get to information more quickly by seeking out and bolding the probable answer to your question right in search results. The feature is meant for searches with accurate answers. If the pages returned for these queries enclose a simple answer, the search snippet will more often consist of the relevant text and bold it for easy reference.
Consider the example, [empire state height]. The earlier search result used to look like this:
With today's improvements, the answer —1250 ft, or 381 m — is highlighted right in the search result:
This kind of quick answer only makes sense for definite kinds of searches. For example, the respond to [history of france] can't readily fit in a search snippet. Answer highlighting is rolling out during the next couple days on google.com in English.
Rich Snippets for events
Sometimes the easiest way to recognize somebody is by having a conversation. The web is similar. A huge way to understand web pages is to simply ask webmasters to teach us (and other search engines) about their content. To that end, we maintain to make improvements to our search results with Rich Snippets, enabling webmasters to annotate pages with structured data in a standard format.
So far Google has launched improved search result snippets for reviews and people. When your search results enclose web pages with review information, you might see the number of user reviews on the page and the average rating in the search result. When your search contains a public outline page about a person from a social networking site, you may see the person's location and occupation, or a list of her friends.
Google has announced support for a new Rich Snippets format for events. The new format improves search results by counting links to specific event names, dates and locations. Here's an example of a latest event result from livenation.com if you search for [irving plaza]:
The new result format provides a fast and suitable way to identify pages with events and click directly to the ones you find interesting. If you're into Hip Hop Karaoke, you can rapidly find out when and where the next show is in Irving Plaza, and click for more info.Check out blog post on Webmaster Central for more details.