Taking on Google: Is Semantic Technology the Answer? By Tomio Geron A growing number of entrepreneurs and investors promise a next-generation Internet that is organized, simple to use and makes it easy for people to find things. The so-called semantic web will be based on search technology that will enable people to type in their questions using everyday language. Developers of next generation search engines say their technology will "understand" the language within those queries—much more precisely than Internet giant Google's technology. The new search engines will then scour databases that have already "read" documents from across the web to find the best matches. Specific answers can be found for queries such as "Which is the best oil company in the world?" or differentiate between "movies by women," and "movies about women." That's the goal of a handful of semantic search startups that hope to change the way people look for information online. But their greatest challenge will be taking on Google, which vaulted to the forefront of the Internet search market by creating the simple but sophisticated engine that now processes roughly half of all U.S. searches. The challenge may be great, but the rewards are worth it because search results these days go hand in hand with advertising dollars. Don Dodge, who heads business development for Microsoft's emerging business team, estimates that 1 percent of the U.S. search market is worth more than $100 million in annual revenue and $1 billion in market cap. New York-based hakia has already launched its semantic search engine, with positive reviews for its ability to quickly find very specific information. The company also released a browser plug-in that lets users find exact sections of documents that contain the answers to searchers' queries. ... Posted at: http://www.redherring.com/Home/22849