Horizontal
search Engine:
A horizontal search engine is one that searches
the entire Internet.
Horizontal Searching :
Horizontal
searching can be thought of as a “general” search. This type of searching goes
through the whole web covering a wide range of topics and media subjects. A
horizontal search will often produce a large number of results. The ranking for
results varies based on the search engines algorithm but the results try to
satisfy as many search queries as possible.
An
example of a horizontal search would be looking for “SEO Toronto” in Google.
You’ll get tons of results for web pages that have both SEO and Toronto on
them.
Examples
of Horizontal Search Engines
Some
common search engines are non-surprisingly, the biggest ones. Search engines
such as Google, Yahoo, and Bing, which you probably use every day, are examples
of horizontal search engines.
Horizontal
Searching and SEO
To
appear as a result in horizontal searching content and keywords and phrases are
important. Search engines like web pages that have unique, engaging, and new
content. The use of keywords and phrases for your target demographic is what
will help you show up for the right horizontal searches.
Search Engine like google ,yahoo,bing are best example of horizontal search Engine.
Vertical Search
Engine:
It is the opposite of a vertical search
engine, which only searches a particular website or topic.
Vertical Searching :
Vertical
searching is also called “specialty” or “topical”. These search results are
devoted to a certain media type or genre of content. Vertical searching only
shifts through a specific part of the Internet. The results for vertical
searches will be smaller and more focused than horizontal searching.
An
example of vertical searching would be looking for “SEO Toronto” under Google
News. The results will only be news articles mentioning SEO in Toronto instead
of any web page.
Examples
of Vertical Search Engines
Most
horizontal search engines also have vertical search engines built in too. One
can do a general Google search or search Google New, Images, Videos etc., which
would be vertical searches.
Vertical
Searching and SEO
Horizontal
searching is very general so it can be hard to show up especially if the
keyword you’re aiming for is popular. There is where knowing about vertical
searching can pay off with SEO. Having additional media on your website such as
images, videos or graphics will help you appear in vertical searches and search
engines.
Vertical search engine
optimization is the practice of optimizing your products and services for niche
search engines, rather than Google. There are hundreds of thousands of
“vertical search engines” on the Internet. Everything from Yelp, which indexes
restaurants, dentists, auto mechanics, and any other brick-and-mortar business
to eBay has a vertical search engine component.
While it’s crucial to
optimize your content for Google, your products and services often will benefit
from vertical search as much as they will from flat search. In this article,
we’ll ensure your vertical search presence rockets skyward by illustrating some
of the benefits and strategies that vertical search engine optimizers use to
make sure their products and services show up on internal search engines in
addition to Google, Yahoo, and Bing.
Understand
which vertical search engines you are listed on
For every industry, there
are likely dozens of vertical search engines that you could be listed on. If
you sell products at retail, there are Amazon, eBay, NexTag, and PriceGrabber;
real estate companies have Craigslist, Trulia, and Zillow; restaurants have
Yelp and OpenTable; legal firms have FindLaw and LexisNexis; doctors have
WebMD; hotels and lodging have Hotels.com and Expedia; and just about everyone
with a brick-and-mortar storefront has MapQuest.
There may also be
region-specific search engines, especially those operated by publications in
the area. The first step to optimizing for vertical search is to understand
which of search engines serve up results for businesses in your industry. A
good place to start is Googling your business name or the names of your
competitors, which will help you see where you’re already listed.
Determine the
traffic the vertical search engine receives
Some vertical search
engines, like Amazon and eBay, drive enormous amounts of traffic. Others may
drive targeted niches of traffic. Either might represent a potential
opportunity for optimization. Devise a system for deciding which vertical
search engines make the cut in terms of time, money, and effort. Avoid
time-wasters, especially if you have to pay to “own” your business name, unless
the investment is worth the traffic.
Understand
what kind of optimization is allowed
In some cases, like on
Amazon, you’ll be able to customize everything about your product listing,
titles, descriptions, categories, and more. For these search engines, you’ll
want to use all of the standard search engine optimization tools like keywords
and semantic keywords. Some sites will only let you customize a description or
correct the information that’s already listed about your business. Some sites,
like Yelp, have strict quality control standards that prevent typical
optimization techniques.
Optimize with
a specific customer in mind
Understand the type of
traffic that the search engine will be driving to your business and optimize
your listing to reach that particular customer. Develop a target audience
persona and write your product or service description for that individual.
Avoid generalized optimization, and instead, target a specific niche with each
vertical search engine.
Consider paid
placement on targeted vertical search
In many cases, vertical
search engines that are not product-specific allow companies to place ads for
products or services within the search result listings. A good example of this
is a site like Parents.com, which features product placement within the site’s
internal search engine queries. For example, searching for a topic like “potty
training” shows all of the editorial content published about the topic as well
as paid placement opportunities in the sidebar.
Using vertical paid
search often drives higher ROIs than horizontal paid search on platforms like
Google AdWords because of the highly targeted nature of the traffic viewing the
advertisements. You typically can’t buy vertical search advertising through a
major ad provider like AdWords unless the sites you need to advertise on are
running Adsense; instead, there are companies that specialize in working with
publishing partners in dozens of niches in order to provide these search ads.
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