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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

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