Some interesting stuff on 'Making the most of search' on the IAB site.

Matt Brittin, director of Google reckons that “The slowdown will speed up consumer adoption of online, those who can adapt fastest will survive.”

Who can disagree with that? (Well actually I am pretty sure that a whole load of 'old codgers' will, but then they won't survive - very Darwinian!)

I am not so sure that Gary Reid's claim that “search engine optimisation is really simple” is quite so true. Yes, most of it is not rocket science, but then nor are most jobs, especially banking and look how wrong they got something that is essentially simple. I guess I would say that given our involvement in SEO, but........

The bit about mobile by Charles Sword and the claim that what we are seeing now on mobile is the delivery of “answers not links” seems a little OTT but the most fun must surely be had from Ian Saunders talk on semantics where he pointed out that:

• ads for cutlery have appeared alongside a news item for a stabbing
• ads for condoms have appeared alongside a review of the movie Troy
• ads for ladies’ hosiery have appeared alongside a site about the Chicago White Sox

I wonder what the best (worst?) semantic and funniest matching error is? Let me know.