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And Now Let Us Sit On The Ground And Think About Entropy
+David Amerland's riff of +Bill Slawski's post about Google's new substitution patent ( ) has me sitting on the ground and thinking on the death of kings (a left over from yesterday's post). David asked if Google's ability to walk the spiderweb of our intention as expressed in the semantic relationships between our words and ideas is a "new world order".

Yes and Entropy may be at this new semantic world order's core.

When I wrote How Entropy Is Creating Web 3.0 Right Under Our Noses ( ) I didn't know what I didn't know (an occupational hazard all #InternetMarketers face :).

Entropy is why sand castles don't last. Tide, wind and children's feet mean sand castle's have a limited shelf life. Entropy means EVERYTHING has a limited shelf life. Google's challenge has always been how to create relevance and meaning while entropy means whatever relevance and meaning they find has a limited shelf life.

Google's first BIG move to incorporate #entropy in their algorithm was floating their index. Once Google did away with the static web, where you and I were assured of seeing the same results if we typed the same search, the taxonomy of entropy could be addressed.

The "taxonomy of entropy" is a constant layering and revision. Google can test a million result sets & audience combinations against their most important Key Performance Indicator (relevance). Now, as Bill's excellent dissection of Google's "substitution" patent shares Google's is reaching to understand VALUE.

Value is important because TIME has always been part of Google's algorithm (and a metric often overlooked). Time on page one is almost as valuable as being on page one of a search result. I've had several GPlus posts pop up on page one for a short bit while Google adjusts (fun :).

Page one isn't what it used to be. Once the Search Engine Results Pages (SERPs) "float" instead of returning a static result TIME and some weighted value become rapidly more important. As a piece of content gains social support and Google tunes to its INTENT (whether it is GOOD or BAD and for whom) the chances for the content to "rank" well go up.

Rank well, in this context, is to show up as relevant content to a particular audience for X time. Content about #semanticweb could have very different groups from language specialists to Internet marketers. This is another way of saying your GOOD content for audience X may be BAD content for audience Y. Google can't match relevance to audience without INTENT.

Intent is tricky because it lives in the changing variables of language and meaning. Language can be parsed very differently depending on WHO is using it and for what purpose. BAD can mean good and good can mean bad. The only way to tease out the appropriate audience is to UNDERSTAND.

Google's patent is about understanding by way of substitutions. I found the piece about how Google translates content into different languages to expand the semantic relationships fascinating. I've never seen a more confirming statement of Joseph Campbell's Hero with a Thousand Faces.

Campbell's books and research showed all cultures have the same mythic roots. Google is tapping into the universal with their ability to thread content into different languages in order to expand the relevant relationships, in order to understand INTENT.

Business and Meaning
There are so many implications to a semantic web of intent it is hard to know where to start. I've called the web a giant lie detecting amplifier capable of making tiny cracks huge fissures. I'm quoted in a today that states every #SMB must have a website.

The tricky part about "having a website" in the future is going to be WHY you have a website not just THAT you have one. The days when a "closed loop" website that speaks to itself mainly about itself would be relevant (to anyone) are long gone. Despite many trying to use the web as an interactive Yellow Pages it is NOT.

No, a web of INTENT will be a boost for some businesses and a wrecking ball for others. The eyeglass distributor in New York who built his business on the negative links of disgruntled customers won't have the ability to climb the #SEO ladder. Business content that is solipsistic and self referential is similarly doomed.

The hidden implication of Google's patent is just how SOCIAL this next web is going to become. If you think #socialmedia is important now you haven't seen anything. Once Google begins expanding your content's reach along its INTENT by virtue of substitutions then the importance of those confirming social signals can't be overstated.

AND "social signals" are coming from all over. Social signals will come from the content you create, the intentions of the content you create and how those things are interpreted by the reflecting pond of the web. If one eyed green monsters find your content TRUE and relevant then, and this is where entropy plays an important role, your content will be more mathematically likely to be seen by one eyed green monsters.

How will Google know WHO is a one eyed green monster? Why do you think Google wants us all logged in all the time? Why do you see "not provided" pushing past 50% of your analytics? Once we are all logged in all the time with every second, search and keystroke "recorded" knowing who is a one eyed green monster is easy. In fact, Google will know who is a one eyed green monster who listens to heavy metal rock, drives a Ford F150, makes X and is likely to wear a blue shirt today (lol).

So YES Entropy is creating Web 3.0 right under our noses and Google is about to know WHO not just WHAT we are and it doesn't get much more "new world order" than that :).  
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