... what they like, and who their friends are.
It does this by extending the value of the social graph and first-party data to sharply differentiate Facebook's offering from Google.
Reports Mr Williams: "The new offering extends the value of 'Likes' and the social graph to search, a move that can revolutionize accuracy, value, and relevance — especially as consumers perform more and more local searches using mobile devices, an area where Google has struggled."
With the launch of Social Graph, people who want to search beyond Facebook will see web search results from Microsoft's Bing, along with social context and additional information such as Facebook pages.
This approach is reminiscent of the days when Google was the default search engine for the Yahoo Directory.
Over time Williams expects Facebook to cut into Google's desktop and mobile search volume, particularly in local and lifestyle (think restaurants, products, services, and what to do in a city).
Eventually, predicts Williams, search dollars will transition away from Google and toward Facebook, where large incremental revenue streams will complement existing revenue streams from desktop display, mobile and its gaming currency.
"The fact that this is a different kind of search – leading to results pages that feature precise answers, rather than links – will create new socially relevant queries that just don't happen on other engines.
And Google is unlikely to be the only casualty.
"People will look for their friends in particular cities, making search more locally and personally relevant. They'll also check out who knows whom. A user could theoretically search for which of their friends knows Kevin Bacon, which will steal traffic from networking platforms like LinkedIn.
Curiously, though, Mr Williams' prognosis fails to factor-in the near certainty of a Google counter-attack.
Read the original unabridged AdAge article.