Then, Google analyses the words typed into the search bar, both literally and semanticly.
The literal search consists in the engine looking for the words or phrases exactly as they are entered.
The semantic search system considers context of search, location, intent, variation of words, synonyms, generalized and specialized queries, concept matching and natural language queries to provide relevant search results[iii]. In order to understand what your search means, the term is also broken down looking at your Google+ account (using your location and account history), language use (both syntatic and semantic) and synonyms.
Finally, five other factors determine the results: site structure relations, page structure relations, external link relevance, internal link relevance, and a common set of schemas for structured data markup on web pages[iv] (schema.org).
The right hand side of the browser shows the result coming from the knowledge graph.
The left hand side is a combination of literal search results in accordance to their PageRank and relevance and traces of semantics through the use of synonyms in the rich snippets of the results. In February 2012, 5% of the searches came from semantic.
[i] A collection of web pages stored to respond to search queries
[ii] A separate database with the ability to differentiate between words and phrases with different meanings and finding out their relation ship to each other