Search Marketing: Vertical Search Holds Great Value for B-to-B Catalogers

1. Context. In this regard a good vertical engine can divine the user’s probable intent, unlike a mass market engine. For example, when engineers query for “gyros,” they are not expecting Greek sandwiches to be returned in the search results. They expect the context to be all about engineering.

2. Organization. A vertical engine ideally should be organized to align with workflow and job tasks of the user. Think of it as an “information cockpit” for a specialized user group.