How can vertical search be successful? From: it168)

As a new search form that is different from general search or web search, vertical search is closely integrated with the concept of web at the beginning. Although the development prospects of vertical search have been favored by many Parties in recent years, the field covered by reality has also expanded rapidly, from travel, shopping to housing and occupation, at the moment, all industries can develop vertically, but the core values and technical requirements of vertical search can be understood and put into action by a limited number. The deeper reason is that the vertical thinking based on deep integration of search content, optimized search technology experience, rapid popularization of profit models, and highly personalized search value is not truly reflected. Currently, the most impressive vertical search shows the influence of Vertical thinking. Through comparison and analysis, we can find that all vertical searches that are truly "Qian" and most likely to be successful have similarities.

A reasonable profit model that can be popularized quickly

Finding a successful profit model is half as successful for vertical search. Vertical search engines, like Baidu or Google, will face severe challenges. The key to the problem is that even if vertical search is made into an outstanding product, the user group that can be covered can only be a very small proportion of general search. It relies on a few percent of the cost of generic search (limited to the same field) to make profits, and maintains the efficiency optimization capability several times as the user base expands, in China's vertical search market, the probability of continuous development is almost zero, which does not include high and too professional vertical search technology investment. Therefore, both theoretically and practically, the general search model is insufficient to support the normal development of search websites.

Taking a look at the vertical search that is currently developing, such as shopping.com's comparative shopping, qunar.com's air tickets and direct hotel queries, all provide clear and professional functions, as a result, a group of users with clear industry characteristics are gathered. In other words, these vertical searches all see their own characteristics and advantages of gathering high-quality users, from the positioning of the industrial chain, take yourself as a way to provide orders to other e-commerce websites, and then get a certain proportion of commission from other e-commerce websites. This model cleverly removes its low cost disadvantage compared with general search, and gives full play to the "vertical" advantage of search, this will transform concentrated Consumer Behavior of professional groups into a sustainable and guaranteed profit model.

The profit-making model of commission rebates is a high-performance sales channel for e-commerce websites that cooperate with it, and a high-value consumption channel for end users, therefore, the three parties can achieve a win-win situation. Because of the rationality and operability of this model, it has become the best candidate among many leading vertical searches.

Advanced and innovative search technology

For a vertical search with development potential, technology is not omnipotent, but it is absolutely impossible to have no technology. Vertical search engines have very high technical gold requirements. If the vertical search technology stays at the template level, the coverage of the information source is limited, and the scale-up will inevitably lead to the difficult problem of high maintenance costs in the future. Therefore, entrepreneurs seeking to succeed in the vertical search field must consider that the number of information sources, data capacity, retrieval capacity, and technical system stability meet the requirements of the Web library search engine level.

Once the information source is insufficient and the search range is narrow, vertical search will lose its value. Vertical search crawlers must be designed to enhance the targeted collection capability to capture information related to vertical search ranges, especially those directly related to search product attributes, filters out irrelevant webpages automatically. At the same time, there are two important assessment indicators for priority policy setting for information source capturing: stability and experience. The so-called stability, in the process of large-scale processing of information capture, cannot make the source site feel pressure, while vertical search in the Process of displaying the query results, it can maintain the speed and smoothness of normal user acceptance. The so-called experience-oriented vertical search display page is a standardized format for a certain type of products, which is generated based on structured data processing for captured content. The structured search content is set based on the special properties of this type of product. For example, www.shopping.com closely integrates product shopping attributes with search methods. When the prices of MP3 products are sorted from low to high, the standardized product attributes include product images, brand names, models, storage capacity, prices, number of purchased stores, and star rating, excluding non-core attributes such as product color, product weight, and product origin. What kind of product attribute arrangement has the best effect on users' vertical search experience? vertical search is required to constantly design the search result page mode and the user's website experience process. Achieving a balance between stability and innovation is a test of the unique advantages of vertical search engines and a necessary condition for success.

Highly personalized embodiment of search Value

Matt Cutts, head of Google's webspam team, views on the next generation of search, coincide with the development of vertical search engines in the direction of professional value. Matt believes that personalization will be an important embodiment of the next generation of search, which will be of substantial help to the search experience of ordinary users. If Google has launched patent search, code search, book search, or even Google Calendar and built-in search in Gmail, it can also be seen as vertical search, even Google's own custom search can be seen as a vertical feature. Compared with Google, vertical search is dedicated to creating and displaying the value of professional search in a certain field, and must be closely integrated with personalized application experience.

Regardless of the circumstances, user needs always show diversified development characteristics. Vertical search, which is positioned in certain fields, is the product of the personalized application of universal search in different industries. It gradually establishes the identity of "vertical search", and is also the professional value created by vertical search, that is, through in-depth processing and effective integration of vertical industry information, it provides users with professionalism and functionality that cannot be achieved by generic search, provides users with in-depth services and a complete experience, rather than simply providing information retrieval. This is the essential difference between the two searches. Personalization is the appearance of fine vertical search and professional experience. Taking clothing search at www.shopping.com as an example, we can see further insights into personalized applications. In addition to the regular clothing search options, more elastic options are provided, provide search support for a series of related information such as price space, material type, clothing type limitation, source website limitation, trend brand, style selection, etc, make sure that your search condition combinations are rich. Vertical search, coupled with reasonable personalization, provides a set of search attributes for products required by users. vertical search will certainly help users distinguish it from generic search, vertical search is the easiest but least negligible factor for business success.