Semantics to boost pay-per-click links
Industry experts have claimed that semantic technology is needed to boost flagging pay-per-click links.
Only 20 per cent of web users have admitted to clicking on sponsored links, according to research carried out by Piper Jaffray, indicating the need for a boost in pay-per-click links via semantics.
With Surf Canyon revealing an even lower percentage of people admitting to clicking on sponsored links while browsing a search engine, mediapost.com states it has become apparent that click-throughs have declined beyond salvation.
Experts sitting on the Searching for the Future panel at the Global Internet Summit this year suggested that semantic search can produce more accurate results of sponsored links more relevant to searches.
Melek Pulatkonak, president of Hakia, said: “If ten per cent of people click on sponsored links today, semantic search would increase that to 50 per cent.”
While keywords determine most query results, semantics rely on the meaning of the engine search, she added: “You will be able to chat with your search engine in instant messenger.”
Industry insiders have predicted that Microsoft will be the first to integrate semantic search technology into its applications.
Meanwhile, Microsoft announced the release of its new Live Search programming interface last week that is set to streamline publishers’ and web developers’ content management online.
Living Streams comment: Don’t panic, there is still plenty of life left in existing pay per click services. But change is a fact of life for any internet based activity. Keeping up to date is a massive challenge for any business, which is why we encourage our clients to develop our relationship into a partnership.
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