A fundamental problem of search is that it does not understand the difference between say Apple the Fruit and Apple the Company

The first page of Google results does not even return one link around the fruit. Irony of  SEO and SEM.

As Google ups the ante on Freebase and Microsoft Bing does the same with Satori, we have the birth of semantic search. Welcome to the Knowledge Graph.

Now think where Siri and IBM’s Watson are different. Think where Google can lose the search battle in the future if they cannot solve this problem.