vertical search for publishers
DESCRIPTION
Presentation given by Iain Fletcher at the ePublishing Innovation Forum in London on May 7th 2008TRANSCRIPT
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Vertical search in specialist publishing
Iain FletcherVice president, MarketingMay 2008
Vertical search in the context of professional publishing
It can involve:
• just proprietary content • GlobalSpec, KnowledgeStorm
• primarily open Web content• SearchMedica
• a mixture of both• Zibb, PharmaLiveSearch
Web search is a habit
• Everyone uses Web search for business?• But not everyone believes that
• Quality vs. habit• An 80/20 rule?
• Distribution is a key issue• Embed yourself in the user’s habitual workflow
• Web search absorbs half of all online advertising
• Does widgetisation and atomisation offer an opportunity to change habits?
It’s the traffic that matters
A branded search option is another reason to download and installgadgets, widgets and toolbars
Learning points
• Vertical search can help your brand• For both advertisers and users
• Some investment is needed• Primarily editorial & marketing efforts if using SaaS
• Vertical search is another tool for your traffic generation kit bag• Get the marketing right, and it can generate
significant additional traffic
• Yields generally exceed run-of-site
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