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.

Top 10 Rules for Vertical Revolutionaries

Top 10 Rules for Vertical Revolutionaries. This is a presentation on vertical search that i put together in 2005 when i was running marketing at Simply Hired.

Top 10 Rules for Vertical Revolutionaries

  1. Top 10 Rules For Vertical Revolutionaries* Dave McClure [email_address] www.500hats.com *with apologies to Guy Kawasaki, author of Art of the Start
  2. Q: What is “Vertical Search”? <ul><li>domain-specific search, for people with a particular interest </li></ul><ul><ul><li>“I’m looking for a job” </li></ul></ul><ul><li>structured data and “metadata” (=data about data) </li></ul><ul><ul><li>occupation: software engineering </li></ul></ul><ul><ul><li>company/industry: Electronic Arts, software: online games </li></ul></ul><ul><ul><li>location: redwood city, CA </li></ul></ul><ul><li>structured search based on metadata </li></ul><ul><ul><li>“ show me all the contract PHP programming jobs for biotech companies in CA” </li></ul></ul>
  3. Top 10 Rules for Verticals <ul><li>Scratch a Rich Niche </li></ul><ul><li>Find a Long Tail </li></ul><ul><li>Pick the Right Porridge </li></ul><ul><li>Mind the Metadata </li></ul><ul><li>Give Great Search </li></ul><ul><li>Tags 'R' Us </li></ul><ul><li>Don't be Evil </li></ul><ul><li>Buy Low, Sell High </li></ul><ul><li>Find Your Inner Killer App </li></ul><ul><li>Let's Get Vertical </li></ul>
  4. Rule #1: Scratch a Rich Niche <ul><li>Choose a Vertical with enough value to matter… </li></ul><ul><li>… but not so much value that it’s on the radar for Y!/GOOG/MSN </li></ul><ul><li>Houses, Jobs, Dating >> Shower Curtains, Bird Feeders </li></ul>webpages shopping cars travel jobs housing dating search complexity
  5. <ul><li>“ A Few Gorillas, Millions of Monkeys” </li></ul><ul><li>Long Tail Data Fragmentation & Distribution </li></ul><ul><ul><li># of data sources, # of records per data source </li></ul></ul><ul><li>Bad Tails / Good Tails </li></ul><ul><ul><li>Bad : one big ape </li></ul></ul>Rule #2: Find a Long Tail
  6. <ul><li>“ A Few Gorillas, Millions of Monkeys” </li></ul><ul><li>Long Tail Data Fragmentation & Distribution </li></ul><ul><ul><li># of data sources, # of records per data source </li></ul></ul><ul><li>Bad Tails / Good Tails </li></ul><ul><ul><li>Bad : one big ape OR too many monkeys </li></ul></ul>Rule #2: Find a Long Tail
  7. Rule #2: Find a Long Tail <ul><li>“ A Few Gorillas, Millions of Monkeys” </li></ul><ul><li>Long Tail Data Fragmentation & Distribution </li></ul><ul><ul><li># of data sources, # of records per data source </li></ul></ul><ul><li>Bad Tails / Good Tails </li></ul><ul><ul><li>Bad: one big ape OR too many monkeys </li></ul></ul><ul><ul><li>Good : 3-5 apes (<50%) + lots of monkeys </li></ul></ul>
  8. Rule #3: Pick the Right Porridge (Data) <ul><li>Too much structure = no barriers to entry; anyone can do it </li></ul><ul><li>Too little structure = hard for anyone -- including you </li></ul><ul><li>Semi-structured = just right </li></ul><ul><ul><li>takes time & effort, but can be done </li></ul></ul>
  9. Rule #4: Mind the Metadata <ul><li>Use metadata to enable structured search </li></ul><ul><ul><li>acquire, integrate metadata -> help improve, target results </li></ul></ul><ul><li>Structured search >> generic search </li></ul><ul><ul><li>Gorillas can't beat you if you have better metadata for your vertical </li></ul></ul>
  10. Rule #5: Give Great Search <ul><li>Comprehensive, Fresh, Relevant results: </li></ul><ul><ul><li>Comprehensive : broad coverage of data sources </li></ul></ul><ul><ul><li>Relevant : accurate results w/ deep match on what matters to me </li></ul></ul><ul><ul><ul><li>again -- use metadata (ex: LinkedIn lookup, GoogleMaps location mapping) </li></ul></ul></ul><ul><ul><li>Fresh : recent & frequent data </li></ul></ul>breadth of data depth of relevant metadata recency / frequency of data
  11. Rule #6: Tags 'R' Us <ul><li>Millions of results are great, but help me find my top 3 (or top 1) </li></ul><ul><li>Let your audience help gather additional data about your vertical </li></ul><ul><li>Enable ratings & tagging </li></ul>
  12. Rule #7: Don't be Evil (to your Vertical) <ul><li>Don't screw with organic results (except where it's obvious) </li></ul><ul><li>Google has already trained users on ‘organic’ vs ‘paid’ real estate </li></ul><ul><li>Build trust early : focus on great user experience & user benefits </li></ul>ORGANIC SPONSORED PAID
  13. Rule #8: Buy Low, Sell High <ul><li>NOT Google vs Shopping.com, NOT Arbitrage… </li></ul><ul><ul><li>Google, Yahoo = wholesalers </li></ul></ul><ul><ul><li>Shopping.com, NexTag, PriceGrabber = retailers </li></ul></ul><ul><li>Buy traffic, “develop” users, discover higher value </li></ul>
  14. Rule #9: Find Your Inner Killer App <ul><li>Use structured data & metadata not just for better results.. </li></ul><ul><ul><li>… but also to build vertical apps & solve problems </li></ul></ul><ul><li>Applications are sticky, engage the user </li></ul><ul><ul><li>example: comparison engines for travel, shopping </li></ul></ul><ul><li>What are the unique & common problems for your vertical ? </li></ul>search vertical search vertical app
  15. Rule #10: Let's Get Vertical (Content+Community) <ul><li>Community is a natural for verticals </li></ul><ul><ul><li>People who share the same goals, problems, stories </li></ul></ul><ul><li>Community -> Content -> Repeat Visitors </li></ul>vertical search search vertical app content & community
  16. * Bonus Rule #11: Fun is Good <ul><li>Relevant doesn't mean you have to be boring </li></ul><ul><ul><li>User Experience Matters </li></ul></ul><ul><li>Possible for “defensible intellectual property” to mean: </li></ul><ul><ul><li>Funny Taglines </li></ul></ul><ul><ul><li>Pleasing Use of Color </li></ul></ul><ul><ul><li>Quirky Error Messages </li></ul></ul>
  17. simply hired .com The World’s Largest Search Engine for Jobs

    Be the first to comment

    Login to see the comments

  • dsheise

    Jun. 6, 2008
  • JackieBeans

    Jun. 6, 2008
  • Jim10

    Jul. 13, 2008
  • laubersder

    Sep. 8, 2008
  • NilsR

    Dec. 8, 2008
  • arctictony

    Jul. 21, 2009
  • emlee6

    Sep. 24, 2010
  • cloudbridge

    Mar. 27, 2012
  • uponthecloud

    Oct. 5, 2015
  • NickC1188

    May. 16, 2016
  • AnankhetDamronglertpathapee

    Nov. 1, 2016
  • IvanDelDuccaFernande

    Nov. 15, 2016
  • TaraRichardson14

    Dec. 22, 2020

Top 10 Rules for Vertical Revolutionaries. This is a presentation on vertical search that i put together in 2005 when i was running marketing at Simply Hired.

Views

Total views

19,322

On Slideshare

0

From embeds

0

Number of embeds

61

Actions

Downloads

157

Shares

0

Comments

0

Likes

13

×