Content targeting is a different form of paid inclusion than the normal keyword based search queries. The difference between content targeting and other forms of paid inclusion is that content targeting involves matching not just keywords that are used in a search query with advertisements, but with matching the actual contents of web pages with search queries. The content of the advertisements match the content of the search query and are relevant on more than just a keyword level. This form of advertising can be more precise than keyword searches, and can help advertising companies get better results from the money spent on advertising. There are different types of content targeting though that can have different effects on search engine results as well as the results of the paid inclusion campaign.

Content targeting can also work in a different way, more specifically, for search engine optimization. Many web pages work with content targeting to adjust the content on the web pages. Based on what keywords and search queries are most popular and bring up the websites, companies will work to target content targeting searches with the changed content on the web pages. Other companies may use content targeting to adjust the content of their web pages based on predictability factors such as demographics and prior purchase behavior. Along with keywords, these different uses of content targeting can build a website’s place in search engines.

The major search engines, such as Google, Yahoo!, and MSN participate in content targeting as well as the other forms of paid inclusion. Content targeting can also work with these websites through their partner websites as well, and in the end, continue to produce results that are more tailored to the content of the web pages than the keywords that are used in the search query.