Vertical search
Vertical search engines (VSEs) are specialized engines and directories providing search results from content databases related to a specific industry, geographic area or topical subject. Vertical search includes local search, topical search (e.g., travel, soccer, hobbies, etc.) and B2B industrial search. The information below refers to topical and B2B industrial search more than local search. For detailed information on local search, see "Strike business gold in local search."
As content on Google and Yahoo increases exponentially, it becomes more challenging to find relevant results in major search engines. In 2006, Outsell reported a 31.9 percent failure rate among business users when researching topics on general search engines. Since then, vertical search engines have increased in number and popularity. This makes VSEs an excellent venue for additional sources of traffic and conversions.
Advantages of vertical search
Vertical search can give you more leads for less money. As top ROI and positioning becomes harder to achieve on general search engines due to keyword competition, marketers get better rates on VSEs -- an excellent way to get brand exposure for attracting new clients.
If your product requires direct response, users searching on vertical engines are closer to making a purchase decision. VSEs frequently advertise on major search engines, bringing additional traffic and potential customers to your site.
Vertical search engines provide more advertising options than you'll find on general search engines. This includes banner ads, email blasts, sponsored placements, blog posts and industry newsletter ads.
Customer service is excellent on VSEs, and many provide help centers that take you through the online advertising process.
Users can reach highly targeted audiences in smaller databases that provide first-hand knowledge and information within the industry or niche.
Disadvantages of vertical search
Despite the advantages listed above, many VSEs fall short in attracting users. Why? Research from E-consultancy-Convera (2008) shows 38 percent of respondents don't always find a good vertical in their field, and 32 percent said vertical results were not comprehensive enough.
While 93 percent of respondents said they were "very" or "quite likely" to use a vertical in their field, the majority (91 percent) said they simply rely on major search engines. Only 7 percent admitted using a vertical engine several times a day. Interestingly, only 7 percent of respondents rated vertical results as "excellent" versus 27.5 percent that gave top marks to general search. It would appear vertical search needs to improve results as most respondents rated VSEs as "good" or "average."
As long as general search is good enough and online habits die hard, it is difficult to move most users beyond Google.
