Vertical Search can drive traffic and generate additional revenues
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The document discusses online traffic generation and revenue growth from vertical search. It outlines several key points in 3 sentences or less: Vertical search allows publishers to focus on their core competencies while Convera handles the technical aspects like hosting and maintaining a customized search engine. Publishers bring traffic and content to the partnership while Convera provides tools and expertise to generate traffic and revenues through a white listed dedicated search scope, community bookmarks, and customized search experiences. The document also provides suggestions for publishers to drive traffic to the vertical search engine through tactics like search box distribution, SEO, ads, and email promotions to tap into potential traffic from their communities and business affiliates.
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Vertical Search can drive traffic and generate additional revenues
- 1. Online traffic generation and revenue growth from vertical search Andy Black AD:SAUCE July 22 nd 2008 [email_address]
- 2. 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
- 3. 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 advertising Manage advertisers, listings, keywords, activate/deactivate listings, monitor the performance and ultimately fine-tune offerings.
- 4. 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
- 5. 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’
- 6. 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
- 7. Driving Traffic Press Releases via newswires, journos, blogs SEO – continual process Branding of Vertical Search from Site Search (integrate search boxes) Search Box on existing Property and Sister Properties Search Box distribution Ads in Print Publications – continual process Search Box distributed across Affiliate channels Email Promotions
- 8. Traffic Landscape / Calculator 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?)
- 11. get inside the daily workflow of your community
- 12. thank you Contact Andy Black [email_address]
- 13. Thank you Andy Black AD:SAUCE July 22 nd 2008 [email_address]
Editor's Notes
- #2: Good evening everybody. My name is Andy Black from Convera. My presentation tonight is “Online traffic generation and revenue growth from vertical search”. The audience tonight consists of publishers, editors and advertising executives from major media brands like IDG, CMP, Haymarket, Centaur, Informa, The Guardian, FT (elicit audience response for more publisher names )…….I just wanted to ask you all a question….. Given that you all produce a range of specialist publications for specific professional communities, how many work related Web searches on Google or Yahoo do your target communities do per day? (PAUSE) Imagine if your print circulation is 20,000 and each of your readers does 10 work related Google queries a day…..that’s a lot of traffic and revenue you are giving up. We can help you reclaim some of this traffic and also help you monetise it.