Top 10 Rules For  Vertical Revolutionaries* Dave McClure [email_address] www.500hats.com *with apologies to Guy Kawasaki, ...
Q: What is “Vertical Search”? <ul><li>domain-specific search,  for people with a particular interest </li></ul><ul><ul><li...
Top 10 Rules for Verticals <ul><li>Scratch a Rich Niche </li></ul><ul><li>Find a Long Tail </li></ul><ul><li>Pick the Righ...
Rule #1: Scratch a Rich Niche <ul><li>Choose a Vertical with enough value to matter… </li></ul><ul><li>… but not so much v...
<ul><li>“ A Few Gorillas, Millions of Monkeys” </li></ul><ul><li>Long Tail Data Fragmentation & Distribution </li></ul><ul...
<ul><li>“ A Few Gorillas, Millions of Monkeys” </li></ul><ul><li>Long Tail Data Fragmentation & Distribution </li></ul><ul...
Rule #2: Find a Long Tail <ul><li>“ A Few Gorillas, Millions of Monkeys” </li></ul><ul><li>Long Tail Data Fragmentation & ...
Rule #3: Pick the Right Porridge  (Data) <ul><li>Too much structure = no barriers to entry; anyone can do it </li></ul><ul...
Rule #4: Mind the Metadata <ul><li>Use metadata to enable structured search </li></ul><ul><ul><li>acquire, integrate metad...
Rule #5: Give Great Search <ul><li>Comprehensive, Fresh, Relevant results: </li></ul><ul><ul><li>Comprehensive : broad cov...
Rule #6: Tags 'R' Us <ul><li>Millions of results are great, but help me find my top 3 (or top 1) </li></ul><ul><li>Let you...
Rule #7: Don't be Evil  (to your Vertical) <ul><li>Don't screw with organic results  (except where it's obvious) </li></ul...
Rule #8: Buy Low, Sell High <ul><li>NOT  Google vs Shopping.com,  NOT  Arbitrage… </li></ul><ul><ul><li>Google, Yahoo =  w...
Rule #9: Find Your Inner Killer App <ul><li>Use structured data & metadata not just for better results.. </li></ul><ul><ul...
Rule #10: Let's Get Vertical (Content+Community) <ul><li>Community is a natural for verticals </li></ul><ul><ul><li>People...
* Bonus Rule #11: Fun is Good <ul><li>Relevant doesn't mean you have to be boring </li></ul><ul><ul><li>User Experience Ma...
simply hired .com The World’s Largest  Search Engine for Jobs
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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.

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  • Top 10 Rules for Vertical Revolutionaries

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