TM

Vertical search in specialist publishing

Iain FletcherVice president, MarketingMay 2008

Customers

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

TM

For a copy of these slides emailifletcher@convera.com