Universal search and vertical search appeal to different types of searchers and searches. But does either appeal to marketers?
We continue to receive a good number of questions about universal search (how can we retain our ranking?) and vertical search engines (should we be using them?) For guidance, below is some topline marketing perspective on the relative strengths and opportunities for each.
Vertical Search
With search having become a mainstream necessity for consumers and a lucrative media channel for the search engines, vertical search engines will proliferate over the next few years. Examples include TheFind (consumer goods), Kayak (travel) and MyRide.com (automotive). As far as marketers’ acceptance and use of these as a media channel goes, it will depend on several factors.