This Podcast is a Discussion about personalization and the Mobile Knowledge Graph.
This discussion will give us particular insight into how Google is using localization and personalization to influence what features show up in the search results and how behavior, proximity and optimization could influence them.
Google is trying to localize results, especially for business results, and map packs and stuff like that.
localize results based a lot on physical location.
physical location in mobile, it’s super important to mobile, because mobile is different from a desktop computer, mobile phone is generally sending a GPS location that’s pretty specific.
Actually anymore now, desktop results are informed often by where the phone associated with the Google account is, better than where the computer is.
localization is about like, GPS locations and geography, whereas physical or personalization is about like, someone’s personal preferences, personal history, personal relationships.
Google is saying about personalization, they’re saying, they don’t personalize… most of the changes in a search result are from localization, not personalization.
In 2010, 2011, 2012, Google was starting to change results very much based on search history. And they have moved away from that strategy towards changing results based on location.
Talking about how do various settings on a phone, which can impact on Search Results.
In a Google account throughout kind of the digital universe, how do this impact what kind of a search result we are getting and especially how do they impact Knowledge Graph? And what they found was that one of the strongest settings we have for language other than going into Google in the search, at the bottom of the SERP and changing our search language, next strongest signal is the phone language that we set in our operating system on our phone.
Most people aren’t going to go to the search result and set a language preference.
In desktop most people aren’t setting their search language setting.
But everyone is setting their phone language setting and they found that that’s an incredibly strong result.
in fact, Google is translating Knowledge Graph results on a dime to meet the phone language settings. So our query can be in, let’s say, Greek, but if our phones language setting is in German, then the knowledge graph is going to be in German, the stuff below might still be in Greek, but the knowledge graph is going to be in German, because that matches your phone setting.
The organic results will stay in the language of the search, but the local knowledge panel or the zero results will be translated.
The goal with knowledge graph is to make the Knowledge Graph language agnostic.
Google added a new layer to the Knowledge Graph called the topic layer.
read more about it here. (https://www.seroundtable.com/google-topic-layer-knowledge-graph-dynamic-26421.html)
How a voice query works, which is going to be super important as more and more people are using Google Assistant integration and maps, right? So think about how voice queries work, they’re long, they’re echoey, sometimes you have bad audio, you have kids talking in the background.
Google cares about is giving you an answer that has the main keywords you included, and kind of getting rid of the noise.
When user travel to another country where the primary language is something other than English, they’re translating local reviews of restaurants into your phone language?
Google has become the monopoly in local, 95% of local leads are probably coming from Google worldwide.
above is the summary what i have understood from myself you can read here the full article. https://localu.org/2019/01/16/deep-dive-personalization-in-the-age-of-the-mobile-knowledge-graph/