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Semantic search engine startup Hakia has retooled its Web site, adding tabs for news, images and "credible" site searches as a way to differentiate between its search approach and what it calls the "10 blue links" approach search incumbents Google, Yahoo and Microsoft have used in the first era of search engines. Hakia employs semantic search technologies, leveraging natural language processing to derive broader meaning from search queries.

Hakia began hawking "credible" Web sites, vetted by librarians and informational professionals, in April for health and medical searches drawing from sites examined by the Medical Library Association. These sites have a peer review process or strict editorial controls to ensure the accuracy of the information and zero commercial bias. The idea is to clearly define sites users can trust in an age when do-it-yourself chronicling via Wikipedia and other sites that enable crowdsourcing activities has led to some questionable results.

Would-be Google AdSense rival Expert System launches its Cogito Semantic Advertiser tool, which discerns the meaning and context of words to provide more relevant ads. By leveraging semantic technologies, Expert System joins a cadre of search providers that includes Microsoft-owned Powerset, Hakia, Yedda and Zoomix.

The problem is that AdSense relies on keyword frequency but doesn't drill down into the semantics—the meaning in the words. Cogito Semantic Advertiser attempts to go further by using semantic intelligence to analyze the text on each page and ensure that ads are placed appropriately to increase click-through rates.

Asher told me Cogito Semantic Advertiser understands content based on four key methodologies: studying the morphology of words; looking at parts of speech; sentence logic, or the reduction of sentences to subject, verb and object; and disambiguation, which in the case of the jaguar story paired with the Jaguar car ad would determine whether or not the text referred to a car or an animal.