Google Semantic Search – David Amerland
What is Semantic Search?
The first thing I notice is the fluid, direct and economical style of writing that makes reading the book a pleasant experience.
1 Definition found: Search, above all else, is marketing.
The Shift to Semantic Search
I disagree with the addage “Knowledge is power!” For me, the use of knowledge is what can be or manifests power. David’s proviso that “knowledge is power if it leads to comprehension” pleases me, because it comes closer to what knowledge is, as it relates to power.
2 Definitions found: Semantics, Tim Berners-Lee’s ‘Semantic Search’
At one point David refers to how an answer engine’s success, as well as Google’s brand, depends upon the answers it provides; I would include other critical factors having nothing to do with the answers the engine returns. Google’s reputation is already in question in meaningful circles, despite the usefulness of its algorithms. I suspect that David will address at least some of them as the book continues.
How Search Works
Definitions: Spiders, Index, SERPs, organic results, ranking elements (algorithm/signals).
Clarifications:
How Google’s page is synthesized from an interplay of elements composed of front and back ends.
The incredible speed and volume of indexing data is touched on.
Where the system no longer works as it was intended (SEO gaming) and how semantic search has changed that.
I like the use of the term ‘signals’ (a characteristic of knowledge) with respect to ranking. I’m looking forward to a clearer understanding of what that entails as it relates to semantic search.
How Semantic Search Works
Definitions: URI, RDF, (semantic) ontologies, serendipity discovery (and the dynamics that govern it)
Clarifications:
Requirements that semantic search must be supplied to understand words (URI, RDF, ontology library)
Learning more about serendipity discovery interests me, however at this point in the text, only its usefulness in marketing and finding customers in the future is discussed. There is mention, however, that the book formalizes a set of practices to use it.
I am looking forward to an explanation of why serendipity discovery is treated in this ‘condensed’ way. David offers a bibliography for those who need a deeper understanding.
I am concerned on one other point: the restriction of semantics solely to an ontological foundation. I am aware at this point that an interplay of 2 additional components (and their surrounding dynamics) are in use (URI and RDF), but I need to know more about them, before I am willing to trust them completely.
It is important to remember that up to this point no promise is made for _real_ understanding in the model presented, rather only its _simulation._ That seems to be, nevertheless, very useful and completely new.
Heurist.me (Carey G. Butler) 
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