When Microsoft and Google hit the stage at MIXX Toronto on Sept. 29, 2008, they mused on how Search is changing, now that technologies are better able to link disparate pieces of info together, to better serve the needs of the consumer.

This technology is called "Semantic Search," and in the Agenda for the session I gave an example of how powerful Semantic Search will become in the future:

"Say you want to book a vacation to Italy for your 50th birthday… Today, you might read about the latest hot spot in the Travel section of your weekend newspaper; head Online to check out a few of the URLs listed in the article; search Online for other places of interest across a variety sites; ask your MySpace friends where they've been; then check out flight and hotel availabilities at your favourite travel booking site. In the not-so-distant future, however, instead of having to do many separate searches on the subject, because search engines will be able to mine your entire Search history -- just a single query would result not only in a collection of the best airline and hotel pricing options, but also an organized set of text, photo, video and mapping links related to a whole host of seemingly unrelated searches you had done months before. Now all of a sudden, your flights and hotels are organized around locations in Italy that are closest to the best surfing beaches; and miraculously, your favourite author seems to be hosting her next book launch in a nearby town! And while your best friend's opinions are important, what if the search engine could mine ALL of the Web's latest news, political feeds, blogs and consumer comments about each location and travel package offered, and show you only those with a 4-star-plus rating - again, all within that same query? Such is the promise of Search in the age of the semantic Web…

But hold on a minute? If consumers find all they need in a single query, won't the business model for keyword advertising in Search be turned on its head?"

Because understand, there is an undeniable tension here...

If, as they say, Search engines want to deliver more and more relevant content to users, the closer they get to this goal, the less relevant the paid listings surrounding these hyperdriven results will be for the average user.

I.e. as per above, if I get everything I need as a consumer in the results section of my Search (including links to book signings, surf beaches and restaurants based on my previous searches -- in addition to a great selection of flights and hotels arranged by date or price or rating), why in the world would I care or waste time looking at the individual hotel or surf or restaurant or Italian bike tour Advertiser sponsored links to the right or on top of these results?

The answer is, I wouldn't, and that's why Microsoft's "Cashback" program seeks to add value within the results section, NOT in the surrounding paid sponsor area.

Blogger Sonia Carreno (Passage Communications) to MIXX Toronto/Montreal, interpreted the initiative this way:

"Essentially, Microsoft has created an enormous consumer affiliate program to encourage searches on its platform and in doing so, has created somewhat of a closed market environment where users will get cash back or discounts on purchases made from Microsoft merchants.

So I’ve stumbled hard on the oxymoron of “enhanced results, rich semantic search etc.” and the proposed closed search (commercial) environment. How can your search be rich and closed at the same time? It feels a bit like AOL circa 1995 no?

In theory, affiliate programs can be successful at capturing market share but with the growing trend of consumers demanding transparency, mobility and freedom to select from infinite online options, the thought of receiving rewards for a finite list of merchants seems archaic and somehow (for lack of a better term) uncool." 

I don't agree. I think "Cashback" really reflects the ethos of Web 2.0, in the sense that it rewards users for their contribution.

What contribution you say? Their anonymous, previous Searches data of course!

And I don't think it's a walled garden at all, but instead, one where money seems to be growing on trees...

I.e. if, when my Search results are returned, I get the option of loading my virtual wallet with $50 extra by choosing one of the hotel providers that ranks similarly to others displayed, but gives me a $50 cashback option, again, why would I not?

The answer is, if I look at all the user reviews and sentiment ratings, and see that the Cashback hotel is just as highly rated as the other 3 or 4 NOT offering the incentive, I would most assuredly choose the Cashback hotel, and use that $50, along with all my other Cashback dough from other searches, to pay for all the fine 2006 Gran Sasso Pecorino Terre di Chieti I will most assuredly also be drinking while in Italy...

And what if the merchants offering the Cashback are a vast network of highly desireable brand retailers?

Microsoft recently launched a Back-toSchool initiative with the following deals -- not exacly category losers:

Rebate of 36 percent on Jordan Men’s AJF 12 basketball shoes from Foot Locker
Rebate of 18 percent on Lenovo ThinkPad X61 Tablet PCs from Zappos.com
Rebate of 30 percent on The North Face Doubletrack backpacks from eBags   

And users seem to like what they see... as Microsoft Searches jumped 15% after launching the new Casback service.

I would have liked Google to let us know what it will be doing in response to changing Search capabilities, but they were, unfortunately, pretty "mum" on the actual details of their plans.

So, put your bias aside, and think about the rework that Microsoft has brought to the table, and tell me how you'd go even further in the Semantic Search arena?

Or, take a guess about how/if you see Google responding to this initiative.

Paula Gignac, President, IAB Canada