There is so much buzz in the press about semantic search technology, it’s hard to cut through the clutter and get to the meat of what it means for you, your business and the big world of advertising. In a recent post on Search Engine Journal, our CEO, Colin Jeavons, helps shed some light on how semantic search technology is working to create more meaningful relationships between advertisers, consumers and content creators.
Here’s except from Jeavon’s article, “How Vertical Search and Semantic Technology Will Change Digital Advertising”:
"New search tools have emerged to help online publishers and marketers connect users to the content, products and services they desire within their areas of interest. Semantic technology represents the forefront of the search experience. Instead of relying on keywords, which can lead to narrow or inaccurate results, semantic search is based on concepts and is therefore more likely to understand the searcher’s intent. For example, if someone is on a food website, a semantic search engine will ensure that their search queries result in ads related to food or cooking. A query for “java” on a food site will result in content related to coffee, not computer programming.
Semantic technology does a better job than traditional search platforms in matching relevant advertisements to online content. Because it is conceptual instead of literal, semantic technology is able to match ads in ways that are limited by keyword algorithms. For example, an ad for avocados or salsa might appear next to an article about guacamole, even if those words do not appear on the page.”
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