The future of search-based advertising is likely to move away from the traditional keyword method, an industry expert has suggested.

According to Nicholas Fox, business product management director at Google AdWords, there is a massive opportunity for marketers to transform the search advertising industry, as reported by Infoworld.

Speaking at the Search Engine Strategies (SES) conference in San Jose, Mr Fox went on to say that, although keywords did work, there was still room to improve the methods and it was important for online marketing strategists to better connect with users.

"I see the keyword as an intermediary that we came up with five or ten years ago, to help advertisers target specific queries," he said, adding that mobile phone-based search was an area in which Google would be likely to continue to invest.

The SES conference, in its 11th year, featured writer and internet consultant Clay Shirky as a keynote speaker to address search engine marketing and the principal concepts involved.

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