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Part: IV Specialized Search Engines > Vertical Market Search Engines

Chapter 12. Vertical Market Search Engines

General search engines, such as Google, connect consumers to relevant information sites. Many of these destination sites are beginning to sell paid listings in their own site search results; a comparison shopping site is a perfect example. It's an online hub for shoppers who search for products by category, or a keyword query. But on shopping engines, merchants are the content. These merchants can participate further by purchasing enhanced search results listings.

On content sites where information (not sponsors) forms the bulk of web site material, keyword advertising may now exist. These topic-oriented sites can act as vertical market search engines for advertisers, according to Fredrick Marckini, CEO of iProspect, a search engine marketing firm. Why not reach your target audience once they've landed at their favorite destination site?


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