Top Charts is a new feature for Google Trends that identifies the popular searches within a category, i.e., books or actors. What’s interesting about it, from a technology standpoint, is that it uses Google’s Knowledge Graph to provide a universe of things and the categories into which they belong. This is a great example of “Things, not strings”, Google’s clever slogan to explain the importance of the Knowledge Graph.

Here’s how it’s explained in in the Trends Top Charts FAQ.

“Top Charts relies on technology from the Knowledge Graph to identify when search queries seem to be about particular real-world people, places and things. The Knowledge Graph enables our technology to connect searches with real-world entities and their attributes. For example, if you search for ice ice baby, you’re probably searching for information about the musician Vanilla Ice or his music. Whereas if you search for vanilla ice cream recipe, you’re probably looking for information about the tasty dessert. Top Charts builds on work we’ve done so our systems do a better job finding you the information you’re actually looking for, whether tasty desserts or musicians.”

One thing to note is that the Knowledge Graph, which is said to have more than 18 billion facts about 570 million objects, is that its objects include more than the traditional named entities (e.g., people, places, things). For example, there is a top chart for Animals that shows that dogs are the most popular animal in Google searches followed by cats (no surprises here) with chickens at number three on the list (could their high rank be due to recipe searches?). The dog object, in most knowledge representation schemes, would be modeled as a concept or class as opposed to an object or instance. In some representation systems, the same term (e.g., dog) can be used to refer to both a class of instances (a class that includes Lassie) and also to an instance (e.g., an instance of the class animal types). Which sense of the term dog is meant (class vs. instance) is determined by the context. In the semantic web representation language OWL 2, the ability to use the same term to refer to a class or a related instance is called punning.

Of course, when doing this kind of mapping of terms to objects, we only want to consider concepts that commonly have words or short phrases used to denote them. Not all concepts do, such as animals that from a long way off look like flies.

A second observation is that once you have a nice knowledge base like the Knowledge Graph, you have a new problem: how can you recognize mentions of its instances in text. In the DBpedia knowledge based (derived from Wikipedia) there are nine individuals named Michael Jordan and two of them were professional basketball players in the NBA. So, when you enter a search query like “When did Michael Jordan play for Penn”, we have to use information in the query, its context and what we know about the possible referents (e.g., those nine Michael Jordans) to decide (1) if this is likely to be a reference to any of the objects in our knowledge base, and (2) if so, to which one. This task, which is a fundamental one in language processing, is not trivial, but luckily, in applications like Top Charts, we don’t have to do it with perfect accuracy.

Google’s Top Charts is a simple, but effective, example that demonstrates the potential usefulness of semantic technology to make our information systems better in the near future.