Today, local and vertical
search are segmented
utilities, grown
independently of one
another. Local search
properties enable users to
find businesses within a
specific geographic area.
Vertical search properties
allow users to compare
relevant business
information within a
specific industry segment.
Currently, local and
vertical search lack a
common structure and
platform to bind them
together in any meaningful
manner. But soon, they will
unite, sharing local
business information as a
common foundation. They'll
be fueled by the aggregation
of rich, structured, local
business content.
Local search utilities are
only as good as the data
fueling them. Though maps,
user reviews, and ratings
are important local buying
considerations, the
aggregation of unique,
vertical-based business
content will enable
meaningful compare,
contrast, and filter
functionalities. It'll
empower users to make more
effective local buying
decisions and provide a
better user experience.
Unstructured local queries
will feed from rich business
content stored in databases.
Local prospects will be able
to drill down into business
information and use local
search for research-based
activity in addition to
business lookup.
To accomplish this, SME
(define) aggregators will
embark on one of the
largest, most comprehensive
initiatives to collect and
store richer,
vertical-specific local
business content. They'll
collect brands, products,
services, hours of
operation, payment types,
awards, certifications, and
dozens of meaningful data
points that are unique to
individual verticals.
These content acquisition
responsibilities were once
confined to a handful of
data providers. The
providers, however, have
been slow to react to a
changing search landscape.
They're also distant,
relative to the close
relationships many SME
aggregators have with their
advertisers.
As this process unfolds,
others will still
concentrate on little,
shaded Google boxes;
unstructured Web site
content; ad copy; and
clicks. Eventually, they'll
realize these efforts might
have been better spent
helping local businesses put
their structured content
online.
SME aggregators simply need
to look inward. In doing so,
they'll find they're in the
best position collect and
store rich business content.
They'll also quickly realize
local- and vertical-based
business data are easily
leveraged in multiple data
formats and through multiple
distribution outlets.
They're in a privileged
position to steward business
information online.
As usual, Yahoo! and Google
aren't waiting. They're
already envisioning the
convergence of local- and
vertical-based data. They're
asking businesses to
directly contribute
information, they're buying
data from vertical
providers, and they're
crawling and displaying data
from authorities on the Web.
Yahoo! and Google will
remain point products,
however. Objective business
information aggregation,
storage, and distribution
are best facilitated by
those already in a trusted
position with SMEs.
It's here, at the
convergence of local and
vertical search, where many
providers will find
themselves at a crossroads.
They'll have to decide
whether they'll rely on
others to collect business
data or invest in collecting
the data themselves. Those
who chose to invest will
benefit through a stronger,
more binding relationship
with their advertisers and
leverage with those who
distribute their
advertisers' content.
Regardless of what providers
decide, the intersection of
local and vertical is
clearly right around the
corner.
We hope this article
provided you with valuable
information, which will help
you to make more informed
decisions. Please get in
touch with us at
sales@webesolution.com
if you are interested in our
service, or even if you
would just like to find out
more.
