Search Engine Marketing News
PPC returns 'could benefit from semantic search'
Monday, 17 November 2008Businesses could see higher returns from paid search engine marketing strategies when semantic search technology is used, according to one expert.
Melek Pulatkonak, president of semantic search technology provider Hakia, said at the recent Global Internet Summit that the proportion of search users clicking on pay-per-click (PPC) ads could increase from ten per cent on standard engines to 50 per cent of on semantic search services.
The potential for more accurate search results offered by semantic technology, coupled with its ability to integrate different platforms such as PCs and mobile phones, could also do much to increase PPC returns, she claimed.
"You will be able to chat with your search engine in instant messenger and have a natural conversation with your computer," Ms Pulatkonak said, according to Online Media Daily.
According to a recent Brand Republic column by Jamie Riddell of Cheeze, marketers may need to consult with linguistics experts to assess the benefits offered by semantic search when it comes to online advertising.