Vertical Search

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Trends in vertical search or specialised search, based on survey of internet marketers.

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  • We are a publisher too .. BEST practice: research, training and events. In association with PPA, we’ve launched a diploma in digital publishing commencing in early 2008. Places still available. Hopefully most of it is explicitly or implicitly relevant for publishers.
  • Vertical Search

    1. 1. vertical search Linus Gregoriadis, Head of Research E-consultancy.com Email: [email_address] Website: www.e-consultancy.com
    2. 2. Vertical Search Survey Report <ul><li>More than 500 respondents </li></ul><ul><ul><li>October / November 2007 </li></ul></ul><ul><ul><li>Sponsored by Convera </li></ul></ul><ul><ul><li>E-consultancy, IAB, AOP, ABM </li></ul></ul><ul><li>Business / professional internet users </li></ul><ul><li>Publishers </li></ul><ul><li>Advertisers </li></ul>
    3. 3. Vertical Search Survey Report <ul><li>Full report is available to E-consultancy subscribers at: </li></ul><ul><li>http://www.e-consultancy.com/publications/vertical-search-report-2008/ </li></ul>
    4. 4. Vertical Search <ul><li>More than half of respondents (54%) said they would be ‘very likely’ to use a search engine that focused specifically on serving their specific business / work needs. </li></ul><ul><ul><li>A further 39% said they would be ‘quite likely’. </li></ul></ul>
    5. 5. Vertical Search Engines <ul><li>Globalspec (for engineers) </li></ul><ul><li>Searchmedica (for UK doctors) </li></ul><ul><li>Scirus (science) </li></ul><ul><li>Kosmix (health, auto, travel) </li></ul><ul><li>Trulia (real estate) </li></ul><ul><li>Truveo (video) </li></ul><ul><li>Search-autoparts (automotive) </li></ul>
    6. 6. Advantages for users <ul><li>Quicker to find desired info 53% * </li></ul><ul><li>Focused on business interests & workflow 50% </li></ul><ul><li>Save time 48% </li></ul><ul><li>Top results more relevant 47% </li></ul><ul><li>* Percentage of users citing as ‘major advantage’ </li></ul>
    7. 7. Disadvantages for users <ul><li>Lack of good vertical search engine in sector 38% * </li></ul><ul><li>Results not comprehensive enough 32% </li></ul><ul><li>No better than popular search engine 27% </li></ul><ul><li>Hard to remember URL 23% </li></ul><ul><li>* Percentage of users citing as ‘major downside’ </li></ul>
    8. 8. Kicking the Google habit <ul><li>Onus is on publishers to build a vertical search engine that is manifestly better than Google and other popular search engines. </li></ul>
    9. 9. Benefits for publishers <ul><li>Improve brand (by becoming authority website) 66% * </li></ul><ul><li>Keep users on-site 63% </li></ul><ul><li>Potential to monetise through advertising 54% </li></ul><ul><li>Reclaims online community from Google 42% </li></ul><ul><li>* Percentage of publishers citing as ‘major benefit’ </li></ul>
    10. 10. Potential downside for publishers <ul><li>Hassle (support/maintenance) 32% * </li></ul><ul><li>Point users to competitors 32% </li></ul><ul><li>Resource issues 26% </li></ul><ul><li>* Percentage of publishers citing as ‘major downside’ </li></ul>
    11. 11. Vertical Search Toolbars <ul><li>80% of respondents said they would use a search toolbar that delivered a vertical search for their industry / profession. </li></ul>
    12. 12. Questions? Linus Gregoriadis, Head of Research E-consultancy.com Email: [email_address] Website: www.e-consultancy.com

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