Bing Now Knows Much More About People And Places Thanks To LinkedIn And Its Satori Entity Engine

Microsoft’s Bing search engine now knows quite a bit more about people and places, thanks to an upgrade to its Satori entity engine and a partnership with LinkedIn. This means Bing now features?the profiles of “web-active” users, professionals and celebrities in its Snapshots bar and has a significantly better understanding about places and things. Today’s update, Microsoft says, marks the “most significant updates to?Satori?(which you will see show up in the Snapshot feature on Bing) since its introduction.” The updated Bing doesn’t just show this information, though. It also makes it available through complex natural language queries like “Who won best actor in 2009?” The search engine is smart enough to understand that you are talking about the Oscars and knows that you are probably looking for Sean Penn. Because it also knows more about places, you can also ask it “What is the deepest lake in the world?” and get the answer immediately.?For many of these questions, it is worth noting, Google doesn’t find an answer in its Knowledge Graph, though there are obviously some?parallels?between Knowledge Graph and Microsoft’s Satori project, which forms the basis of today’s updates. In the view of?Microsoft’s senior director of online services Stefan Weitz, Google’s Knowledge graph is indeed a “kick-ass encyclopedia”?that’s great at highlighting facts. That, he said, “is interesting and hard and cool,” but he wants Bing to go a step further by not just linking all of this information together, but also by making it actionable. Restaurant data, for example, includes a link to reservations. Movie listings show you where you can rent online, and results about a school will show you where you can apply. And starting today, Bing is expanding this by adding more information about people, things and places to Satori, its answer to Google’s Knowledge Graph. People On Bing Currently, Weitz told me earlier this week, people searches account for about 10 percent of all searches on Bing.?When it comes to people, profiles and Bing, the company that probably comes to mind first is Facebook, given that Microsoft already has a close relationship with the social network. However, most of the people searches on Bing, Weitz argues, involve people who are tying to find professional information about somebody, and that’s where LinkedIn has a major advantage (he did not exclude the possibility that Microsoft would add information from other sources later on, though). Just showing information about

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