Top 10 Rules for Vertical Revolutionaries
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Top 10 Rules for Vertical Revolutionaries

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Top 10 Rules for Vertical Revolutionaries. This is a presentation on vertical search that i put together in 2005 when i was running marketing at Simply Hired.

Top 10 Rules for Vertical Revolutionaries. This is a presentation on vertical search that i put together in 2005 when i was running marketing at Simply Hired.

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  • 1. Top 10 Rules For Vertical Revolutionaries* Dave McClure [email_address] www.500hats.com *with apologies to Guy Kawasaki, author of Art of the Start
  • 2. Q: What is “Vertical Search”?
    • domain-specific search, for people with a particular interest
      • “I’m looking for a job”
    • structured data and “metadata” (=data about data)
      • occupation: software engineering
      • company/industry: Electronic Arts, software: online games
      • location: redwood city, CA
    • structured search based on metadata
      • “ show me all the contract PHP programming jobs for biotech companies in CA”
  • 3. Top 10 Rules for Verticals
    • Scratch a Rich Niche
    • Find a Long Tail
    • Pick the Right Porridge
    • Mind the Metadata
    • Give Great Search
    • Tags 'R' Us
    • Don't be Evil
    • Buy Low, Sell High
    • Find Your Inner Killer App
    • Let's Get Vertical
  • 4. Rule #1: Scratch a Rich Niche
    • Choose a Vertical with enough value to matter…
    • … but not so much value that it’s on the radar for Y!/GOOG/MSN
    • Houses, Jobs, Dating >> Shower Curtains, Bird Feeders
    webpages shopping cars travel jobs housing dating search complexity
  • 5.
    • “ A Few Gorillas, Millions of Monkeys”
    • Long Tail Data Fragmentation & Distribution
      • # of data sources, # of records per data source
    • Bad Tails / Good Tails
      • Bad : one big ape
    Rule #2: Find a Long Tail
  • 6.
    • “ A Few Gorillas, Millions of Monkeys”
    • Long Tail Data Fragmentation & Distribution
      • # of data sources, # of records per data source
    • Bad Tails / Good Tails
      • Bad : one big ape OR too many monkeys
    Rule #2: Find a Long Tail
  • 7. Rule #2: Find a Long Tail
    • “ A Few Gorillas, Millions of Monkeys”
    • Long Tail Data Fragmentation & Distribution
      • # of data sources, # of records per data source
    • Bad Tails / Good Tails
      • Bad: one big ape OR too many monkeys
      • Good : 3-5 apes (<50%) + lots of monkeys
  • 8. Rule #3: Pick the Right Porridge (Data)
    • Too much structure = no barriers to entry; anyone can do it
    • Too little structure = hard for anyone -- including you
    • Semi-structured = just right
      • takes time & effort, but can be done
  • 9. Rule #4: Mind the Metadata
    • Use metadata to enable structured search
      • acquire, integrate metadata -> help improve, target results
    • Structured search >> generic search
      • Gorillas can't beat you if you have better metadata for your vertical
  • 10. Rule #5: Give Great Search
    • Comprehensive, Fresh, Relevant results:
      • Comprehensive : broad coverage of data sources
      • Relevant : accurate results w/ deep match on what matters to me
        • again -- use metadata (ex: LinkedIn lookup, GoogleMaps location mapping)
      • Fresh : recent & frequent data
    breadth of data depth of relevant metadata recency / frequency of data
  • 11. Rule #6: Tags 'R' Us
    • Millions of results are great, but help me find my top 3 (or top 1)
    • Let your audience help gather additional data about your vertical
    • Enable ratings & tagging
  • 12. Rule #7: Don't be Evil (to your Vertical)
    • Don't screw with organic results (except where it's obvious)
    • Google has already trained users on ‘organic’ vs ‘paid’ real estate
    • Build trust early : focus on great user experience & user benefits
    ORGANIC SPONSORED PAID
  • 13. Rule #8: Buy Low, Sell High
    • NOT Google vs Shopping.com, NOT Arbitrage…
      • Google, Yahoo = wholesalers
      • Shopping.com, NexTag, PriceGrabber = retailers
    • Buy traffic, “develop” users, discover higher value
  • 14. Rule #9: Find Your Inner Killer App
    • Use structured data & metadata not just for better results..
      • … but also to build vertical apps & solve problems
    • Applications are sticky, engage the user
      • example: comparison engines for travel, shopping
    • What are the unique & common problems for your vertical ?
    search vertical search vertical app
  • 15. Rule #10: Let's Get Vertical (Content+Community)
    • Community is a natural for verticals
      • People who share the same goals, problems, stories
    • Community -> Content -> Repeat Visitors
    vertical search search vertical app content & community
  • 16. * Bonus Rule #11: Fun is Good
    • Relevant doesn't mean you have to be boring
      • User Experience Matters
    • Possible for “defensible intellectual property” to mean:
      • Funny Taglines
      • Pleasing Use of Color
      • Quirky Error Messages
  • 17. simply hired .com The World’s Largest Search Engine for Jobs