Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Vertical Search and The Changing Digital World


Published on

Presentation given by Linus Gregoriadis of e-Consultancy at the AOP Vertical Search seminar on 21st Jan 2008

Published in: Business, Technology
  • Be the first to comment

Vertical Search and The Changing Digital World

  1. 1. The changing digital environment and vertical search Linus Gregoriadis, Head of Research Email: [email_address] Website:
  2. 2. Presentation overview <ul><li>About E-consultancy </li></ul><ul><li>About Vertical Search Report </li></ul><ul><li>Atomisation </li></ul><ul><li>Vertical search - opportunities and challenges </li></ul>
  3. 3. Vertical Search Survey <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>
  4. 5. Atomisation
  5. 8. <ul><li>Atomisation of E-consultancy </li></ul><ul><li>Google News </li></ul><ul><li>Blog Search </li></ul><ul><li>Bloglines </li></ul><ul><li>Technorati </li></ul><ul><li>Topix </li></ul><ul><li>digg </li></ul><ul><li> </li></ul><ul><li>etc. etc. </li></ul>
  6. 9. <ul><li>80% of internet professionals are already using industry-specific RSS feeds. </li></ul><ul><ul><li>More than half (54%) have a customised homepage system. </li></ul></ul><ul><ul><li>35% have used a desktop widget providing business information, alerts and vertical search. </li></ul></ul><ul><li>Source: E-consultancy / Convera Vertical Search Report 2007 </li></ul>
  7. 10. Jakob's Law of the Web User Experience “Users spend most of their time on other sites”
  8. 11. Vertical Search
  9. 12. 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>
  10. 13. 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>
  11. 14. 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>
  12. 15. 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>
  13. 16. 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>
  14. 17. 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>
  15. 18. 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>
  16. 19. 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>
  17. 20. Conclusions <ul><li>Content and websites - more than just a destination. </li></ul><ul><ul><li>In a world of ‘atomisation’, what is the most effective and appropriate way of getting the brand out there? </li></ul></ul><ul><li>When it works, vertical search can be a way of building the brand and increasing online ad revenue. </li></ul>
  18. 21. Questions? Linus Gregoriadis, Head of Research Email: [email_address] Website: