That the Semantic Web is based on “concepts” not on terms is maybe a small but nevertheless mind-blowing insight when it gets to assess its potential for the advertising industry. And this is especially true for semantic search advertising. Scott Provost from Powerset made this very clear when he spoke at this year’s Search Engine Strategies in San Jose. In his words taken from a recent epiphany post:

If people aren’t bidding on keywords and are bidding on concepts, it could completely change the ball game.

A similar point is stressed by Kartal Guner, chief architect of Hakia.com at a Search Engine Rountable on August 18, 2008. Accordingly, Search Engine Optimizers will focus on content not just key words in the near future.