I am still not on the vertical search bandwagon. I know it’s the latest buzz word in the search engine marketing community, but I am not sold that it’s the Google Killer as some would believe.
Vertical search is not new. It has been around for many years. It’s only now that it’s “blog worthy” because major companies seem to be investing dollars in its future. However, vertical search engines have large hurdles to handle before they are in the front of the mind of the average consumer.
Minimal Use Makes it Forgettable
By definition vertical searches are specific. This means that consumers are only using them on as-needed bases. That could be once a week, once a month, or even longer. A travel vertical search, for example, may only be used every 3 months. Because of this lack of use, the consumer becomes unfamiliar with the product. Thus, when the time comes again to search for a vacation, its back to Google they go. Forgetting all about the vertical search engine they used last vacation season.
Minimal Use -> Unfamiliar -> Minimal Use -> Unfamiliar -> Minimal Use
This usage cycle is lot different than the “Googling” consumers are doing every day. Google has become second nature for many consumers. Trying to get them to use another vertical search engine is hard enough, but then asking them to only use it at random times is a very steep mountain to climb.
Broad Results lead to trust
Even if the user can remember the new search engine, is it even needed anyway?
The assumption with vertical is that users want a more precise search results. Supposedly, consumers are getting lost in confusion of the massive index of websites that a Google query returns. Vertical search engines contain information in their indexes about a specific topic. This process eliminates waste and takes the consumer directly to what they are looking for. Many new vertical search engines are selling themselves as a narrowly focused results-oriented solution.
Its sounds like a great solution, but do users really want precise results?
Narrow results lead to mistrust. The smaller the search results, the less likely users are to trust the results. Because Google, Yahoo and others return a wide range of results per query, in some ways it actually proves itself to be more trustworthy. Consumers see the results and admire the breadth of information that is returned. Although, there may be an initial overwhelming sigh that may come over him, the consumer is comfortable with the results because it likely means an exhaustive search. That’s ultimately what the users want: A complete search. They want to know that they have seen all options before making a purchase.
On the other hand, a vertical search engine returns a small narrowly focused result. At first glance, this sounds like a great idea. However, a narrow results leads to skepticism.
Is this a complete list? Are these results paid? It is a true “natural search? Where can I find more results?
Consumers trust Google, because it’s so exhaustive, not despite it.
In other words, it comes down to trust. The broad, sometimes unrelated, results are actually what keep users coming back. It’s a beautiful thing. And right or wrong, the perception is Google is a complete web search. Perception is enough to win a consumer over. Vertical Search engines, by definition, are not a complete web search. That causes distrust.
As mentioned before, the precision is the problem with vertical search engines. Before we all jump on vertical search as the solution let’s make sure we analyze the problem. I am all for building a better product, but not for a “problem” that’s not really a problem to begin with.
Tags: Google, Travel, vertical search
My effort to find more information about vertical search has proven to be road full of vague speak and unclear definitions. As I mentioned before, I think we now know: What is Vertical Search? However, part of those definitions included providing the users with relevant and precision results.
The beauty and curse of vertical search IS the precision targeting. Vertical search engines can weed out the excess and take users directly to the relative results. However, that precision can turn into a problem.
For example, let’s look at a Kayak.com search. Kayak is a leader in the vertical search travel market.
Scenerio: Traveler wants to go on a vacation to Destin, Florida from Nashville, TN. Where do they start? Where are the beach condo deals? Where are the specials?
It sounds simple enough, but let’s look at Kayak.com. If we go to Kayak.com, in the header we notice Flights, Hotels, Cars, Vacations, and various other features. Since it’s a vacation, it makes sense to click on a vacation. Plus, Flights, Hotels and Cars would not apply.
Kayak Vertical Search
Problem: Kayak only works if you have an airport. Destin does not have an airport? The traveler would probably not fly from Nashville to Destin. It’s a driving destination.
Kayak No Airport
Kayak.com has automatically eliminated one of the biggest beach destinations in the United States from their results. Their precise search with airport codes has eliminated the broad search that would result in Destin.
Of course, that’s just one example. Kayak is not alone. There are many vertical search engines that have made their search too exact and eliminating the user’s intent.
When more search engines are moving toward broad and linguistic searching, vertical search engines seem to be going the other way. They are not intuitive enough to determine the consumers need.
Look for more Vertical Search posts over the next several weeks
Tags: Travel, vertical search
This is the start of a series of articles I will post on Vertical Search.
Vertical search is a popular buzzword in the search community now. Over the next several weeks I plan to examine many of the aspects of vertical search. Topics will include, but not be limited to the following:
- Is vertical search worth it?
- Who does vertical well?
- Do consumers use it?
- Is it all hype?
Let’s start with the obvious question: What is vertical search?
Below is what a few sites say about vertical search.
Wikipedia – Vertical search, part of a larger subgrouping known as “specialized” search, is a relatively new tier in the Internet search industry consisting of search engines that focus on specific slices of content.
InfoWorld.com - Unlike their general-purpose cousins, …, vertical search engines contain information in their indexes about a specific topic.
Blizzard Internet Marketing - Vertical search engines are specialty search engines aimed at visitors interested in a particular area while enabling advertisers to target focused audiences.
The ultimate goal of vertical search is relevancy. Consumers searching for a hotel on a hotel vertical search site are guaranteed hotels. Very often consumers are allowed to shop and compare those results too. The clutter of irrelevancy is gone.
From an advertiser standpoint, more relevance means higher conversion and click-through rate. Thus, a better return on investment for advertisers.
Below are a few example of vertical search.
Jobs:
- www.simplyhired.com
- www.indeed.com
Real Estate
- www.Zipvo.com
- www.Trulia.com
- www.Zillow.com
Travel
- www.sidestep.com
- www.mobissimo.com
- www.kayak.com
Tags: vertical search
As you may have noticed, I have recently had some Blog changes. The changes are not just visual, but also underneath. I have changed the structure of how my posts are archived and relocated some posts.
Because of these changes, some of the prior links do not work. I know I could probably setup a redirect to resolve all of these links. Frankly, I just don’t care that much.
However, for those who are looking for those links I have included them below.
New Links to popular post:
Seven Habits of Highly Effective Pay-Per-Click Advertisers -
http://www.johnwellis.com/2007/05/seven-habits-of-highly-effective-pay-per-click-advertisers/
Why I do not use a bid management tool, but you should? - http://www.johnwellis.com/2007/06/why-i-do-not-use-a-bid-management-tool-but-you-should/
Jump off now! The CPM advertising model ship is sinking -
http://www.johnwellis.com/2007/05/jump-off-now-the-cpm-advertising-model-ship-is-sinking/
Marketing lessons learned form pay-per-click analytics -
http://www.johnwellis.com/2008/05/marketing-lessons-pay-per-click-analytics
Quality internal link building is a result of good content -
http://www.johnwellis.com/2008/02/link-building-from-good-content
Google Teleportation Pollution -
http://www.johnwellis.com/2008/03/google-teleportation-pollution
Give the Google Content Network another try -
http://www.johnwellis.com/2007/10/give-the-google-content-network-another-try/
It is official BarCamp Nashville 2 has been formally announced. The event takes place n October, 18th from 9am - 4pm at the Sommet Center .
I have had the privilege of speaking at the first BarCamp Nashville, as well as PodCamp Nashville .
I am an awe of the terrific website that was created. Please take a minute to visit it: BarCampNashville.com .
What do you need to know? Below is a description from the site:
"BarCamp is free to all of those who would like to attend and is a fantastic way to hear about all of the exciting things happening in Nashville’s digital world as well as meet some of your peers from not only Nashville but from all around the country. The event will be a full day of speakers, discussions, and networking in a casual setting that aims to educate as well as foster community."
It is a great opportunity to learn about the latest technology, digital media, and innovative online marketing techniques. If you don’t live in Nashville, it’s worth the drive. Be sure to register . Although the event is free, registration is limited.
I thought it would be a good opportunity to have an SEO Site Clinic Session. I have done these several of these at other events and it’s always a great time.
Mark your calendar and meet me there!
