How vertical search can generate revenue and drive traffic for publishers

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A presentation given by Andy Black of Convera to major publishers and media owners in Soho, London on 22nd July 2008

Published in: Business, Technology
  • Customised homepage systems like iGoogle, NetVibes and desktop environments such as Vista enable users to easily create work and personal tabs that can be populated by the user selecting appropriate widgets. This trend is accelerating due to audiences gaining familiarity with using widgets via social networks like Facebook.



    This example shows how an engineer might use various GlobalSpec, widgets, including vertical search widgets, to provide a highly efficient in-browser working environment.



    GlobalSpec are an online only publisher and as well as having a central website, they use widgets to create distribution mechanisms for specialised sub-sets of their data.



    As well as offering a widget for their editorially vetted “best of the web” for unstructured open web content – called “The Engineering Web”, they also have widgets giving search across specialised structured databases using parametric search. This is something Google and Yahoo can’t do.
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  • As a part of our service, Convera provide a range of ready made, easily branded widgets, toolbars and search boxes to help publishers to embed themselves into their audience’s habitual daily workflow.



    In addition, as more and more people work with small screen mobile devices, space-efficient widgets may be increasingly used by professionals as a standard way to access information.
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  • “Search Optics” is an alpha application for one of our science publishing partners targeting the 100,000+ global community of scientists who use laser and optical equipment.



    Here is an example search for “wavelength” showing the top seven results comparing “Search Optics” to Google.



    You can create a superior search experience that your time pressed target community will relate to.



    Imagine if 20% of the 100,000 laser optics scientists start doing 10 work related queries a day on “Search Optics”……such a focused demographic will be valuable for advertisers. The growth of behavioural targeting and web analytics is giving media planners and buyers greater transparency and publishers more accountability.
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  • You will be aware of Software as a Service (SaaS), such as Salesforce.com and the growing buzz around Cloud or Utility Computing.



    Convera offer Search as a Service and have invested in creating 24/7 Tier 1 datacentres, with extensive telecommunications infrastructures for Web crawling. On top of this platform sits Convera’s semantically engineered Web search engine.



    Connecting to this is a self-service portal that allows publishers to create and manage their custom vertical search solutions – with rapid deployment customizable templates for the UI, fully reporting and analytic tools, an integrated ad server, full crawl control on the search scope, and a range of other easy to use capabilities.



    Publishers can embed the interface of Convera’s Publisher Control Panel into their own workflows and create an engine that powers on-line editorial and advertising processes around it.
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  • Hopefully I have demonstrated how vertical search can help publishers to increase Web traffic find additional revenue opportunities – please email me, hand me your business card at the bar or poke me on Facebook ( 'Andy Black', I have an open profile) if you would like to arrange a meeting.



    Thank you and goodnight.
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How vertical search can generate revenue and drive traffic for publishers

  1. 1. Online traffic generation and revenue growth from vertical search Andy Black AD:SAUCE July 22 nd 2008 [email_address]
  2. 2. Search as a Service <ul><li>Save time </li></ul><ul><li>Save money </li></ul><ul><li>Reduce risk </li></ul><ul><li>Focus on core competence </li></ul><ul><li>Adapt faster </li></ul><ul><li>Easy to use </li></ul><ul><li>Self-service </li></ul><ul><li>Benefit from Convera’s expertise </li></ul><ul><li>Rapid Deployment Templates </li></ul><ul><li>Integrated Ad Server </li></ul><ul><li>Reporting and analytics </li></ul><ul><li>Build a Virtual Team </li></ul><ul><li>Have a global delivery model </li></ul><ul><li>Generate new revenues </li></ul><ul><li>Minimize the impact of rapid changes in technology </li></ul>
  3. 3. making search customised for specific communities <ul><li>Make a search scope (white list) for a specific community </li></ul><ul><li>Control crawl and spider (editorial control) </li></ul><ul><li>Search scope continuously evolving (editorial control) </li></ul><ul><li>Community involvement </li></ul><ul><li>Bookmarks improve search experience </li></ul><ul><li>Categorization of search results (editorial control) </li></ul><ul><li>Integrate proprietary content and databases </li></ul><ul><li>Control over results list ranking </li></ul><ul><ul><li>relevance, freshness, popularity </li></ul></ul><ul><li>Community specific knowledge resources </li></ul><ul><ul><li>heart attack = myocardial infarction </li></ul></ul>
  4. 4. create a superior search experience <ul><li>Wikipedia Entry </li></ul><ul><li>Surfing Magazine </li></ul><ul><li>Van Morrison Web Site </li></ul><ul><li>GCSE Physics </li></ul><ul><li>Educational resources </li></ul><ul><li>Professional Accountancy </li></ul><ul><li>Personal Home Page </li></ul><ul><li>Laser wavelength meter </li></ul><ul><li>Wavelength calibration </li></ul><ul><li>Spectrometer wavelengths </li></ul><ul><li>Laser diodes </li></ul><ul><li>Measurement of wavelength </li></ul><ul><li>Wavelength glossary of terms </li></ul>Google Results “ Search Optics” Results Search for ‘wavelength’
  5. 5. Traffic driving tools
  6. 6. revenue opportunities
  7. 7. get inside the daily workflow of your community
  8. 8. thank you Contact Andy Black [email_address]
  9. 9. Thank you Andy Black AD:SAUCE July 22 nd 2008 [email_address]

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