The document discusses the opportunities and risks of vertical search engines. It provides examples of vertical search engines that have been successful by focusing on specific domains like motocross, real estate, travel, and healthcare. These engines add value by understanding user intent within a domain, providing relevant content and information for tasks in that domain, and enabling next steps like purchasing products or services. The key to success is analyzing who is searching, what they are searching for within a domain, and what they are likely to want to do next.

1. Vertical Search: Risks and Opportunities Dave Kellogg Chief Executive Officer Mark Logic Corporation May, 2008

2. Let’s Start with Nick Way

3. Oh, It’s Nick Wey “ Universal” search

4. Google Custom Search Engine Build your own vertical search engine, for free, in about 15 minutes Append “motocross” to every query Domain-specific crawl

5. Crawl / Slice Value: My Motocross Search Engine Risk: not adding value beyond this Where and how else can you add value?

7. Navigational Value: Trulia Navigation / refinement Map mash-up

8. Informational Value: Trulia Statistics -- for a high involvement purchase

9. Next-Step Value: Kayak Navigation / refinement Matrix navigation = awesome! Farecast-like fare and timing info Next step: buy the ticket

10. Community Value: AdultFriendFinder Emergent strategy (born FriendFinder), 100% UGC Sold for $500M in 12/07

11. Application Value: Oxford Islamic Studies Crawl / slice / content, informational, navigational, and next-step value

12. Application Value: ImagingCONSULT Crawl / slice / content, informational, navigational, and next-step value