What Is Vertical Search?
Vertical search (or specialty or topical search), refers to search engines that cater to a specific niche, focusing on a particular content type or segment of the overall search experience. Compared to general search engines, which aim to provide broad search results across various topics, vertical search engines drill down into specialised areas, offering users more relevant and targeted results based on their interests or needs.
Key Characteristics of Vertical Search
- Niche Focus: Vertical search engines are designed to handle specific content types or industries, such as travel, eCommerce, job listings, or local services. This focus allows them to filter and present highly relevant results to the user’s query.
- Limited Scope: Unlike general search engines that index the entire web, vertical search engines concentrate on a particular dataset. This limitation enables them to deliver search results that are directly aligned with users’ specific search intents.
- Specialised Tools: Vertical search engines often include unique functionalities tailored to their niche. For example, travel search engines may offer price comparison tools, while eCommerce platforms can provide filtering options based on product features.
Popular Examples of Vertical Search Engines
- Travel Search Engines: Websites like Skyscanner and Kayak allow users to find and compare flights, accommodation, and car rentals based on specific travel needs.
- Job Search Engines: Platforms such as Seek and Indeed specialise in aggregating job listings and company reviews, catering to job seekers.
- Local Search Engines: Sites like Yelp and True Local focus on local businesses, enabling users to find restaurants, services, and events in their area.
- eCommerce Marketplaces: Amazon, eBay, and Etsy serve as platforms for users to search for products within specific categories, making it easier to find items for purchase.
How Does Vertical Search Differ from Horizontal Search?
- Scope of Search: Vertical search engines concentrate on a specific segment of information, while horizontal search engines like Google cover many topics, providing mixed results across different categories.
- User Experience: Users engaging with vertical search engines typically receive a streamlined experience tailored to their needs, whereas horizontal search may present overwhelming options that can dilute the relevance of results.
- Content-Type: Vertical search engines often focus on a single content type or industry, while horizontal search engines deal with various formats, including images, videos, news articles, and more.
Why Is Vertical Search Important?
Vertical search is important in terms of helping users efficiently find niche information without sifting through irrelevant results. Vertical search caters to users looking for specific topics by narrowing down options and enhancing their search experience and satisfaction.
Additionally, businesses benefit from vertical search by reaching a highly targeted audience. This focused approach allows companies to connect with users who are further along in the purchasing journey, increasing the likelihood of conversions.
Frequently Asked Questions
What Types of Searches Are Considered Vertical?
Vertical searches are categorised by their focus on specific content types, such as:
- Travel (e.g., Skyscanner)
- Employment (e.g., Seek, Indeed)
- Local businesses (e.g., Yelp, True Local)
- eCommerce (e.g., Amazon, eBay)
Can Google Be Considered a Vertical Search Engine?
While Google is primarily a horizontal search engine, it offers vertical search functionalities through features like Google Images, Google News, and Google Maps. These tools allow users to conduct focused searches within specific categories while relying on Google’s overall search capabilities.
What Is the Role of Vertical Search Optimisation (VSO)?
As the name suggests, Vertical Search Optimisation (VSO) refers to optimising content specifically for vertical search engines. Unlike traditional SEO, which aims to rank in broad search results, VSO focuses on improving visibility within niche platforms, helping businesses reach audiences actively searching for specific products or services.
