Advances in the field of semantic search may mean that businesses need to invest more time and money in search engine optimisation (SEO), according to one Microsoft executive.

Semantic search involves the use of technology to determine the meaning of queries in order to return more relevant results.

Microsoft AdCenter community manager for Europe Mel Carson told New Media Age that developments in this area may require organisations to rethink their SEO strategies.

He stated: "I can’t see semantic search changing paid search in the short-term, but now is a great time for marketers to be looking at their own content and investing in SEO to take advantage of the advances in semantic search."

This comes shortly after semantic search engine Hakia unveiled a revamp of its search offering, including the addition of results for credible websites picked by unbiased information professionals.

Ask.com has also begun to rely more on semantic technology to offer an improved search experience.

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