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

3. Access. A good vertical engine must completely provide the user with access to content from all over the Web. The index of a vertical engine therefore must contain hard-to-find or hidden content and other important content that’s off limits to mass market crawlers.

There’s an evolving point-of-view that skillful use of specialized vertical search engines might be the most important strategy for companies in the industrial sector today. The reason is simple: B-to-B audiences -- especially engineering, technical and scientific audiences -- have aggregated on the Web and are increasingly finding good vertical search engines that focus on the domains they care about. Since the B-to-B audience is on the Web, this is where most of your leads will come from. In many regards it’s simple common sense: Fish where the fish are.