Using search and advanced analytics to target content

Search technology provides a mechanism for users to indicate their desires through implicit values, such as their roles and other attributes, and explicit values such as query keywords. Website managers, information architects, search managers and Web presence managers can adopt search technologies to improve site value and user impact.

From the Gartner research report:

"Search engines can enhance the ability of websites to act as an interactive communication channel that better recognises and responds to user needs. By 2013, more than 30% of the most popular websites will use search and content analytics to target content."

"By tracking users' behaviour and incorporating more information about users, websites will allow the enterprise to detect changing business patterns early on, and websites will become the channel by which the enterprise can detect and respond to these changing patterns to seize opportunities or mitigate threats."