As Google and Microsoft plan to make the search experience better for consumers, small business will benefit. Some call it a search engine war. It is more like a search engine extravaganza. Read on. Google calls its new work the “Knowledge Graph” perhaps similar to Facebook’s Social Graph, but Google wants to inventory the 3.5 billion connections between the millions of “things” on the web and in the real world. Microsoft’s Bing rolled out its Social Search on May 15.