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Vertical Search can drive traffic and generate additional revenues


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Vertical Search can drive traffic and generate additional revenues

  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. White List – URL’s / websites for your vertical. Typical page count ranges between 7 to 20 million pages per vertical. Bookmarks – Community element - should have 50 to 100 for terms, conferences , vertical specific knowledge. Content Reports – Valuable and detailed information on the contents of your white list and associated pages. Usage Reports – Information on traffic, end user data and popular searches (REUSE for newsletters and sales) User Interface – Gives publisher control of look and feel. Builds off of our standard “template”. Ads- Convera Ad Service (CAS) – Keyword advertising Manage advertisers, listings, keywords, activate/deactivate listings, monitor the performance and ultimately fine-tune offerings.
  4. 4. 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>
  5. 5. 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’
  6. 6. What Publishers Bring to the Partnership <ul><li>Print Publications </li></ul><ul><li>Newsletters – Search Box Insertion </li></ul><ul><li>Databases – E-mail, Vendors, Advertisers </li></ul><ul><li>Buyers Guide/Directory </li></ul><ul><li>Conferences/Tradeshows </li></ul><ul><li>Publisher Blogs/Industry Blogs </li></ul><ul><li>Barter Agreements/Partnerships </li></ul><ul><li>Affiliate and Distribution Programs </li></ul><ul><ul><li>Downloadable Search Box </li></ul></ul><ul><ul><li>Downloadable Toolbars </li></ul></ul>
  7. 7. Driving Traffic <ul><li>Press Releases via newswires, journos, blogs </li></ul><ul><li>SEO – continual process </li></ul><ul><li>Branding of Vertical Search from Site Search (integrate search boxes) </li></ul><ul><li>Search Box on existing Property and Sister Properties </li></ul><ul><li>Search Box distribution </li></ul><ul><li>Ads in Print Publications – continual process </li></ul><ul><li>Search Box distributed across Affiliate channels </li></ul><ul><li>Email Promotions </li></ul>
  8. 8. Traffic Landscape / Calculator Potential Traffic = Size Community (%) + Affiliates + search box distribution + SEO Size of ENTIRE vertical = i.e. 250,000 professionals (what % do you currently capture via print publications?)
  9. 9. Traffic driving tools
  10. 10. revenue opportunities
  11. 11. get inside the daily workflow of your community
  12. 12. thank you Contact Andy Black [email_address]
  13. 13. Thank you Andy Black AD:SAUCE July 22 nd 2008 [email_address]