Bing-Britannica Collaboration Isn’t Really a Competition To Google’s Knowledge Graph

Bing-Britannica CollaborationHi Google, so what if you have your super-awesome new smart search capabilities that your refer to as Knowledge Graph? Now, we here in the Bing family also has our own somewhat of a semantic search collaboration project! (even if it’s crappier…)

I guess that the folks at Bing gazed with a lot of envy on their ever-towering competitor Google when it declared that they are turning the search engine to a whole lot smarter last month. I mean, wouldn’t you be tremendously jealous if your main rival would present some incredible new quality and made you look even more poopy?

I also highly suspects that this is what led to the latest partnership Bing introduced this week with Encyclopedia Britannica which suppose to provide the searcher better informative and knowledgeable answers (carrying the impossible long name “Britannica Online Encyclopedia Answers”).

Although the addition of the Britannica Online Encyclopedia Answers (pause to catch my breath again, I’ll just call it BOEA from now on) to Bing definitely improved the functionality of the search engine, the comparison to Google’s Knowledge Graph is unavoidable.

For example, here’s how the BOEA is expressed on Bing’s results (I marked it with an arrow) when searching for [barack obama]:

Bing Results Barack Obama

As you can see, the BOEA appears as the fifth result without even including the paid results at the top and the image results in the middle which pushing it furthermore downwards. The BOEA shows information about Barack Obama drawn from Britannica with links to the relevant Wikipedia, Britannica, Freebase and Qwiki pages.

Now here’s the Google search results for [barack obama]:

Google Results Barack Obama

Noticed that the Knowledge Graph information appears on the right side of the page and it’s showing much richer details than Bing’s BOEA. It draws from Wikipedia the details (more information than BOEA) on the page, image from Google+, links to his books and displays what other people also searched for additionally.

I made several more comparisons between Bing’s BOEA to Google’s Knowledge Graph and they all painting more or less the same obvious picture- There isn’t any real competition between the two semantic search attributes as Google offers much richer information, details and research options.

That doesn’t mean of course the BOEA is useless because it certainly isn’t the case. In fact, it’s quite handy and can surely be helpful to Bing’s searchers. But yet, it isn’t Google. Oh well, Bing can at least comfort with a much better social integration than Google’s Search Plus Your World tragedy.