Vertical Search

Vertical Marketing

Vertical search, or domain-specific search, consists of search engines and web directories  that focus on specific type of content. The information type may be organised by target audience or topicality. For example, a search engine for the medical community will focus on a target audience whereas a recipes directory is organised by topicality.

As online browsing habits are becoming more mature, vertical search is becoming highly popular and a large number of ‘niche’ search engines and directories are emerging.

If you are in this industry, you need to make your presence felt every time a potential searcher looks for information within your niche. In order to do this, you need to provide comprehensive content and optimise this content so that it is displayed by the search engines on top results.

You also need to create a forum (an online community) where your target audience (who are people with similar interests) can interact, ask questions and provide answers. This will create user generated content. As a result of this, the traffic on your website will grow and visitors will spend more time on your website. They will also come back more frequently as they will have a higher sense of ownership in the site.