Vertical Search - challenges and opportunities
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1. Vertical search is a growing $34 billion market, with 59% of dollars migrating from other media to search. However, typical success rates for B2B site search are only around 58%. 2. The "Fried Egg Model" of search history does not address the specific needs of vertical search markets. A new approach is needed to better understand customer types and queries within a given domain. 3. RB Search is developing a technology platform to build the best specialized vertical search engines and widgets. Their goal is to aggregate over 2 billion B2B web pages into a taxonomy that can provide contextual, industry-specific answers to improve on typical search failure rates of over 50%.
![Graeme McCracken Chief Operating Officer, RB Search [email_address] Vertical Search: Challenges & Opportunities](https://image.slidesharecdn.com/graememccrakkenrbsearch1-1211311341384715-8/85/Vertical-Search-challenges-and-opportunities-1-320.jpg)
![Search: A growing market! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],โ What was the result of your online research?โ Google most used in B2B markets](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Vertical Search - challenges and opportunities
- 1. Graeme McCracken Chief Operating Officer, RB Search [email_address] Vertical Search: Challenges & Opportunities
- 3. The Fried Egg Model Addressed Market โ Bonusโ audience
- 4. It may feel safeโฆ.but for how long?
- 5. Frogs are SO! hot
- 8. The other problem with search โ an inverse model The more relevant/targeted the advertโฆ.the less you pay
- 11. What is the Value to the Consumer? Fromโฆ ...To Content Source All the Web/Site Specific Industry Specific Search Failure Rate > 50% < 5% Relevance Broad and Arbitrary Contextual & Explainable Interaction Pull Push & Pull Perception No Alternative Useful Disambiguation None Navigation Productivity Gather Links Analyze Information
- 12. What is the Benefit to the Business? Fromโฆ ...To Search Traffic (% of Total) 1% More than 10% Overall Traffic Impact Limited Source of Differentiation Revenue per Search $? $0.05 Standards None Scale & Advantage Search Roadmap Not a Priority Competitive Advantage Other Monetization NA Incremental Maintenance & Support Site Specific Centralized & Dedicated Sources: Outsell; Forrester
- 13. Zibb โ branded vertical search
- 14. ZIbb โ Better Answers by Market
- 17. You may think I am decoupledโฆand you would be right! XML XML XML
- 18. Raising the Sea Level โ Reverse Thinking Yeserday Today 950 websites EDN Flight Variety Powder Bulk Solids ECN
- 19. Not a silver bullet โ you only get one of those!
- 20. Then you get carried away