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Vertical Search
 

Vertical Search

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

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 Vertical Search Presentation Transcript

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