SES San Jose: Microsoft dedicated to investment in search

Share this article:

Delivering the best results is the key to growing Microsoft's search marketing business, said Satya Nadella, SVP of Microsoft's search, portal and advertising group.

In his keynote speech this morning at the Search Engine Strategies conference in San Jose, CA, Nadella said that Microsoft has to “build a search experience that's great."

"We've made decent progress but have a long way to go," he said.

The company is focused on growing the size, quality and freshness of its index, he continued. Microsoft has been supporting that growth through a number of recent acquisitions — such as travel search site Farecast and natural language technology company Powerset. The company's Live Search cashback program has helped it grow volume as well, Nadella noted.

To deliver more relevant content, Microsoft is working toward a better understanding of searcher intent, Nadella said. He said that while some people are highly targeted in their search behavior, others purely explore — and by understanding that intent, targeting can be improved.

Nadella also stressed the importance of openness and transparency in search marketing. He said that opening up some search engines' ad systems is “critical” to become more efficient.

Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.