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"Philip James, CEO, Snooth, Inc.\nWhat changed? Web got big\n- search engines index small portion\n- poor results for focused searches\n- endless tweaking of search terms\n- need for specialized search\n- videos, jobs, medical data, blogs, etc\nIts easy when you are a niche\n- smaller = high relevancy\n\n- balance specialization vs market size\n- dominate your space\n- room for 1 to 3 players each\nGetting the word out\n- From a search engine\n- SEO - if you have content\n- SEM - if you have a fast conversion cycle\nOR\n- SMM - depending on the business\n\nHow scalable are these?\nDelivering better search\n- new content search - blogs, images, bideos\n- canned search - dog friendly employers\n- parametric search - more like DB queries (example: weather.com or kayak.com or searches that you select a price or some range)\n- semantic search - implied meaning\n- filters and relevant post search tools\nKiller combo: parametric/semantic\n- no need to disco er intent, its already clear\n\n- parametrics and semantics in action\n*showed financials of what you will need eCPM and page views and went over it*\n&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8211;\nPaul Forster, CEO, Indeed\nvertical search charactersistics\n- specialized data\n- hidden web\n- structured or semi-structured\n- time sensitive\n\n- comprehensive search\nExamples?\n- travel - kayak.com\n- jobs - indeed.com\n- shopping - become.com\nWhy does this matter to marketers?\n- are you looking for people with specialized intent?\n- focused audiences (ex. search indeed for search engine marketing jobs and search from SF&amp;#8230; you know their location and intent)\n\n- Google is bad at it\n- spectacular growth (shows a growth chart where vertical search engines are way above other sites)\nHow do you market there?\n- organic inclusion (can you provide a feed?)\n- optimize your feeds (check to be sure its complete and correct)\n- accuracy\n- reliability\n- dedupe\n- paid inclusion\n\n- emails, subscriptions and more\n- kayak has ppc and sponsoring\nQuestions to ask?\n- what audience am i trying to reach?\n- what kind of vertical search sites to use?\n- does a prospective site get enough traffic?\n- how significant is their partner network?\n- is free organic inclusion on offer?\n- have I optimized my feeds?\n\n- what ad products does the site offer?\n- how can I track results and ROI\n&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8211;\nJonathan Dingman, VP of Marketing, Digitally Imported Inc.\nVertical Search\nHow do you stand out? Be unique.\nContent is king - with a lyrics site you are going to have the same content. What you need to do is make yourself unique.\nCan you keep up?\n- fast moving results\n\n- staying on top of SEO\n- SEO? links\n- SEO? Keywords\n- SEO? Stay relevant\nWhats the bottom line?\n- be unique\n- bring visitors back to your site\n- be memorable\n- be unique\n\n&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8211;\nQ. Why should I choose vertical search over just trying to optimize for Google/MSN/Yahoo?\nA. Traffic is growing very fast on Vertical search engines. *said a stat about the growth but missed it*\n&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8212;&amp;#8211;\nLive blogged by Dave Rohrer"^^<http://www.w3.org/2001/XMLSchema#string>
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