Chauncey: Welcome back to the Being Found Show, the greatest business marketing show on the radio. So in this next segment, we’re going to discuss vertical search marketing. I know that sounds fancy. It sounds like some sort of huge buzzword, but vertical search is a thing to make everybody’s life easier if you understand this concept.
What is a vertical search engine? A vertical search engine focuses on one specific industry or type of content. Examples of some vertical search engines include; Angie’s List, Expedia, and Yelp.
In contrast to general web search engines, which attempt to index large portions of the World Wide Web using a web crawler, vertical search engines typically use a focused crawler which attempts to index only relevant web pages to a pre-defined topic or set of topics. Some vertical search sites focus on individual verticals, while other sites include multiple vertical searches within one search engine.
So, a vertical search can target an industry, it can target a specific service or can target a demographic. I’m sure anybody who’s nerdy on the web like me has heard of the blogosphere which is basically a collection of the internet that is just blogs. So if you are writing blogs for your website and your marketing those blogs to people who are interested in blogs, that right there is a vertical search marketing.
You need to find the vertical that make the most sense for your business. If you’re getting good business and good leads off of Angie’s List, you need to keep your focus there and you know, maybe stretch out just a little bit. That right there would be an industry vertical because Angie’s List targets construction service and household services across the board.
Jake: I’ve found that TripAdvisor is the perfect place for me to go to plan our hotels and everything else. So that’s a vertical that I found really helpful recently.
Chauncey: Right, if you’re a hotel who’s going after Google but not necessarily set up your TripAdvisor right, that’s where the people are looking for you. So, as marketers, this is a good place for us to start to help our clients find conversions.
My cousin has a construction business, and he does custom concrete. He was asking me if he needed a website and I said ultimately, yes, you do need one. He had gotten a website through a community that was like targeted towards his type of service, and he was getting daily leads. My opinion about this is obviously what he is doing is working, and he’s bought himself some time to go out into these other verticals a little more cautiously. What I am saying is basically don’t put all your eggs in one basket.
I was talking to a guy the other day, and he mentioned his new business was selling on Instagram exclusively. This is great that he is getting his traffic from Instagram but what if people stop being interested in what he is doing on Instagram?
It’s pretty easy to find the vertical that suits your business by using Google.
For example, if you are a plumber, this is how you could find your verticals. Do a Google search like this “I need a plumber in Redding.” The organic search results will be filled with the right verticals for your industry.
If you have a home base service, especially one where somebody comes to your house, your vertical is most likely the review sites. You have to be there, you have to have reviews, and you have to have people saying that you are professional and legitimate.
It’s a big world out there; you don’t have to do it all. You can do little bits at a time and reach out to your marketing company to help you with vertical search marketing if you are unsure of where to start. Thank you for listening to this segment of the Being Found Show, to hear the full show listen here: Being Found Show Episode #51 or subscribe to our podcast.