Human conversation is built on context, explained Jack Menzel, product management director of search at Google. But for a computer, it doesn't exist. Ask a person about "Kings" and the response will probably be another question, to put your query in context. Are you talking about the L.A. Kings? Or playing cards? Or a TV show? Google's new search algorithm seeks to disambiguate your results, much like a person would in a conversation, Menzel said.