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Getting Vertical Search Right – SES San Jose

Wednesday, 20 August 2008

Vertical search seems to have been put on the back burner for many search marketers. With new buzz words like “Social Media” and “Local/Mobile Targeting”, who could blame them? But let’s not be so quick to forget about tried and true relevancy for shinny new promises. While vertical search may not be for every brand or market, if it fits, it can be your very best friend.

At the vertical search session here in San Jose, our presenters covered a number of related topics including how to build vertical a search engine, how does vertical tie into you marketing plans and leveraging your own personal vertical site search.

The interesting thing about using or building a dedicated vertical search engine is the levels of specificity and detail this type of targeted search can create. Vertical search has the capacity to use “Canned Searches” which are preformatted search queries which would probably return poor results in a major search engine. The example Philip James, CEO and Founder of Snooth.com used was “Dog Friendly Employers”. This type of search on Google may lead to erratic results, while on a vertical job related search engine such at Indeed.com, the results would be much more specific. Additionally, Mr. James noted that these types of engine can be built to ad “Parametric” search variables to queries. Travel site you needed detail for hotels on a specific area, a field could be added for a Zip Code. This Zip Code is a search parameter which can had a much greater degree of relevancy to the returned results. (more…)

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