A Closer Look at The Long Tail and Vertical Search

AlwaysOn has Wired editor-in-chief, Chris Anderson, discussing how The Long Tail model applies to vertical search.

  • http://www.webandgraphicsolutions.com Ben Fremer

    It might be a good idea to check out this pioneering article on local search: Dominating the Long Tail of Local Search with Databases

  • http://www.convera.com Andy Black

    The E-consultancy/Convera “Vertical Search Survey 2008″ has just been released and reveals some very interesting information.

    CPM will be fastest-growing revenue stream for publishers in 2008
    Online revenue set to increase while print income flattens or decreases

    Content owners must ensure visibility within fragmenting digital landscape by embracing RSS, widgets and toolbars.

    Publishers see vertical search as opportunity to ‘reclaim the online community from Google’.

    The fastest-growing revenue streams for publishers in 2008 will be internet display advertising and online sponsorship.

    Some 72% of publishers are expecting an increase in income from CPM advertising next year and 67% are predicting a rise in digital sponsorship, while print revenues are more likely to flatten or decrease. Just under two thirds (64%) are expecting a rise in paid search (PPC) revenue.

    The findings come from a survey which was circulated to members of the Association of Online Publishers (AOP), American Business Media (ABM), Internet Advertising Bureau (IAB UK) and E-consultancy’s early-adopter community of internet marketers.

    The research also highlights the need for specialist publishers to react quickly to major changes in the digital environment in order to maintain and increase their market share and visibility.

    Publishers need to adapt to maximize their digital revenues at a time of shifting advertising budgets. Trends in digital marketing are leading towards a fragmentation of the online landscape and ‘atomization’ of content. Content owners have a great opportunity to increase visibility for their content through the effective use of vertical search, feeds, widgets and toolbars.

    The level of uptake for feeds and customized homepages is very high among this early-adopter audience surveyed but this kind of online behavior will soon become more widespread among knowledge workers across a wider range of industries.”

    Some 93% of more than 500 media and internet professionals said that they would be ‘very likely’ or ‘quite likely’ to use a search engine that focused on serving their specific business or work needs.

    More than 70% of publishers perceived ‘reclaiming the online community from Google’ to be either a major benefit or a minor benefit from vertical search.

    To download a free online copy of the full report, click here http://www.convera.com/survey/