The natural language search engine Powerset, recently bought by Microsoft, could require a whole new strategy for internet marketing, according to its general manager and product director, Scott Prevost.

He made the claims at the Search Engine Strategies conference, which was reported on by CNET News.com.

Powerset could help change the status quo where advertisers bid depending on specific keywords, which can be a particularly laborious process given the huge amount of words available.

Using the natural language technology instead could lead to ads being linked to search results via concepts, not words.

"If people aren't bidding on keywords, and are bidding on concepts, it could completely change the ball game," said Mr Prevost.

CNET News.com also reported on comments by Satya Nadella, of Microsoft's search, portal and advertising platform group, describing how tailored search was another factor that would help the company move forward in the search engine market.

But do these claims have any substance or is Microsoft just talking big in light of Google's continued search engine dominance?

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