vertical search can drive traffic and generate additional revenues
DESCRIPTION
TRANSCRIPT
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Online traffic generation and revenue growth from vertical search
Andy Black AD:SAUCE July 22nd 2008
Search as a Service
Save time
Save money
Reduce risk
Focus on core competence
Adapt faster
Easy to use
Self-service Benefit from Convera’s expertise
Rapid Deployment Templates
Integrated Ad Server
Reporting and analytics
Build a Virtual Team
Have a global delivery model
Generate new revenues
Minimize the impact of rapid changes in technology
White List – URL’s / websites for your vertical. Typical page count ranges between 7 to 20 million pages per vertical.Bookmarks – Community element - should have 50 to 100
for terms, conferences, vertical specific knowledge.Content Reports – Valuable and detailed information on the contents of your white list and associated pages.
Usage Reports – Information on traffic, end user data and popular searches (REUSE for newsletters and sales)
User Interface – Gives publisher control of look and feel. Builds off of our standard “template”.
Ads- Convera Ad Service (CAS) – Keyword advertisingManage advertisers, listings, keywords, activate/deactivate listings,
monitor the performance and ultimately fine-tune offerings.
making search customised for specific communities
• Make a search scope (white list) for a specific community
• Control crawl and spider (editorial control)
• Search scope continuously evolving (editorial control)
• Community involvement
• Bookmarks improve search experience
• Categorization of search results (editorial control)
• Integrate proprietary content and databases
• Control over results list ranking• relevance, freshness, popularity
• Community specific knowledge resources• heart attack = myocardial infarction
create a superior search experience
• Wikipedia Entry
• Surfing Magazine
• Van Morrison Web Site
• GCSE Physics
• Educational resources
• Professional Accountancy
• Personal Home Page
• Laser wavelength meter
• Wavelength calibration
• Spectrometer wavelengths
• Laser diodes
• Measurement of wavelength
• Wavelength glossary of terms
Google Results “Search Optics” Results
Search for ‘wavelength’
What Publishers Bring to the Partnership• Print Publications
• Newsletters – Search Box Insertion
• Databases – E-mail, Vendors, Advertisers
• Buyers Guide/Directory
• Conferences/Tradeshows
• Publisher Blogs/Industry Blogs
• Barter Agreements/Partnerships
• Affiliate and Distribution Programs
• Downloadable Search Box
• Downloadable Toolbars
Driving Traffic
1. Press Releases via newswires, journos, blogs
2. SEO – continual process
3. Branding of Vertical Search from Site Search (integrate search boxes)
4. Search Box on existing Property and Sister Properties
5. Search Box distribution
6. Ads in Print Publications – continual process
7. Search Box distributed across Affiliate channels
8. Email Promotions
Traffic Landscape / Calculator
CalculatorVertical/Community Population 250,000% of Community Reached 20.00%
Esitmate of NEW Page ImpressionsUnique Visitors 50,000# of Searches Per Visitor 3 to 5
Total Page Impressions 150000 to 250000
Potential Traffic = Size Community (%) + Affiliates + search box distribution + SEO
Size of ENTIRE vertical = i.e. 250,000 professionals (what % do you currently capture via print publications?)
Traffic driving tools
revenue opportunities
get inside the daily workflow of your community