May 30, 2018

Search is more than Google: Mastering vertical search optimization


Vertical search engines, mobile and voice trends seem to be reshaping the search landscape, creating a cohesive content strategy across a number of verticals, increasing the touch points you have with consumers.

Put simply, a vertical search engine focuses on one specific industry or type of content. Common examples would include a travel search engine like Kayak, real estate site Trulia, or the image-based interface of Pinterest.

The term “vertical” applies to both the indexation and serving of content, which is neatly organized by category. Product searches may take place on Amazon (research shows this to be the most common starting point for product searches), or a consumer may go to a site like Indeed to look for a new job.

These slimmer indices of content have the benefit of a pure focus on one area of activity or business, which can facilitate faster, more accurate results for users.

For marketers with one specific type of product or service to sell, the lure of vertical search can be clear, too. They can meet their audience when their search intent is overt and can focus their energies on a platform that they know will deliver results.

Get the full story at Search Engine Land