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Vertical Search and The Changing Digital World

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

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Vertical Search and The Changing Digital World

  1. 1. The changing digital environment and vertical search Linus Gregoriadis, Head of Research E-consultancy.com Email: [email_address] Website: www.e-consultancy.com
  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>reddit.com </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 E-consultancy.com Email: [email_address] Website: www.e-consultancy.com

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