Semantic search ads ‘on the horizon’
The paid search sector could eventually see marketers make bids based on elements other than keywords, it has been claimed.
CNET News.com reports Scott Provost of Microsoft-owned semantic search engine Powerset as stating at the Search Engine Strategies conference that as search begins to focus more on user intent, so will the associated adverts.
"If people aren’t bidding on keywords and are bidding on concepts, it could completely change the ball game," he explained.
Meanwhile, Satya Nadella, senior vice-president of the search, portal and advertising platform group at Microsoft, also said at the conference that tailored, user-specific search could be one way in which the company will be able to advance in the search market.
He went on to highlight the importance of innovation to the search sector and said that natural language processing will be "critical" to improving search relevance, according to CNET News.com.
