Search Engine Marketing News
Microsoft looks to semantic search ads
Wednesday, 20 August 2008Microsoft has discussed some of the potential changes it sees in the paid search engine marketing sector as a result of the shift towards the semantic web.
Speaking at the Search Engine Strategies conference in the US, Scott Prevost of semantic search engine Powerset, which Microsoft acquired earlier this year, speculated that a new focus on the meaning of specific queries could transform the market.
He said: "If people aren't bidding on keywords and are bidding on concepts, it could completely change the ball game," according to CNET News.com.
At the same event, Satya Nadella, senior vice-president of the search, portal and advertising platform group at Microsoft, cited tailored search as one factor that could help the company to make strides in the search market.
He stated that looking at user intent is one of the most vital areas of search for Microsoft and highlighted the importance of innovation in the market, CNET News.com reported.