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Trends in vertical search or specialised search, based on survey of internet marketers.
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vertical search
Linus Gregoriadis, Head of ResearchE-consultancy.comEmail: [email protected] Website: www.e-consultancy.com
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Vertical Search Survey Report
• More than 500 respondents– October / November 2007– Sponsored by Convera– E-consultancy, IAB, AOP, ABM
• Business / professional internet users
• Publishers• Advertisers
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Vertical Search Survey Report
• Full report is available to E-consultancy subscribers at:
http://www.e-consultancy.com/publications/vertical-search-report-2008/
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Vertical Search
• 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.– A further 39% said they would be ‘quite likely’.
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Vertical Search Engines
• Globalspec (for engineers)• Searchmedica (for UK doctors)• Scirus (science)• Kosmix (health, auto, travel)• Trulia (real estate)• Truveo (video)• Search-autoparts (automotive)
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Advantages for users
• Quicker to find desired info 53%*
• Focused on business interests & workflow 50%
• Save time 48%
• Top results more relevant 47%
* Percentage of users citing as ‘major advantage’
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Disadvantages for users
• Lack of good vertical search engine in sector 38%*
• Results not comprehensive enough 32%
• No better than popular search engine27%
• Hard to remember URL 23%
* Percentage of users citing as ‘major downside’
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Kicking the Google habit
• Onus is on publishers to build a vertical search engine that is manifestly better than Google and other popular search engines.
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Benefits for publishers
• Improve brand (by becoming authority website) 66%*
• Keep users on-site 63%• Potential to monetise through
advertising 54%• Reclaims online community
from Google 42%
* Percentage of publishers citing as ‘major benefit’
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Potential downside for publishers
• Hassle (support/maintenance)32%*
• Point users to competitors 32%
• Resource issues 26%
* Percentage of publishers citing as ‘major downside’
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Vertical Search Toolbars
• 80% of respondents said they would use a search toolbar that delivered a vertical search for their industry / profession.
Questions?Linus Gregoriadis, Head of ResearchE-consultancy.comEmail: [email protected] Website: www.e-consultancy.com