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Slides from the presentation I gave at EPublishing Innovations in London.
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Copyright © 2008 Mark Logic Corporation, All Rights Reserved.
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Slide 1
Vertical Search: Risks and Opportunities
Dave Kellogg
Chief Executive Officer
Mark Logic Corporation
May, 2008
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 2
Let’s Start with Nick Way
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 3
Oh, It’s Nick Wey
“Universal” search
“Universal” search
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 4
Google Custom Search Engine
Build your own vertical search engine, for free, in about 15 minutes
Append “motocross” to
every query
Append “motocross” to
every query
Domain-specific crawl
Domain-specific crawl
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 5
Crawl / Slice Value: My Motocross Search Engine
Risk: not adding value beyond this
Risk: not adding value beyond this
Where and how else can you add value?
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 6
Media Type Value
Blogs: Technorati
Understands structure (posts vs. pages), emphasis on recency
Pictures: Flickr
Upload, share, tag
Importance of UGC and meta-data had nothing else to index
Videos: YouTube, MetaCafe
Upload, share, convert, tag
Presentations: SlideShare.net
Upload, share, convert, tag, social graph
Documents: Scribd
Upload, share, convert, tag, social graph
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 7
Navigational Value: Trulia
Navigation / refinement
Navigation / refinement
Map mash-upMap mash-up
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 8
Informational Value: Trulia
Statistics -- for a high involvement
purchase
Statistics -- for a high involvement
purchase
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 9
Next-Step Value: Kayak
Navigation / refinement
Navigation / refinement
Matrix navigation = awesome!
Matrix navigation = awesome!
Farecast-likefare and timing
info
Farecast-likefare and timing
info
Next step: buy the ticket
Next step: buy the ticket
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 10
Community Value: AdultFriendFinder
Emergent strategy (born FriendFinder), 100% UGCSold for $500M in 12/07
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 11
Application Value: Oxford Islamic Studies
Crawl / slice / content, informational, navigational, and next-step value
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 12
Application Value: ImagingCONSULT
Crawl / slice / content, informational, navigational, and next-step value
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 13
The Essence of “Vertical Search”
What are you searching for?
Motocross information
A blog post
A house
An airplane ticket
A business contact
A friend with benefits
A comedy video
A radiology image
What do you want to do next?
Read it
Read it, blog about it
Figure out if you want to buy it
Buy it, and perhaps a hotel room
Get an introduction
Setup a date
Watch it; watch similar ones
Make a diagnosis
Gaining competitive advantage over generic solutions by knowing (1) who is looking, (2) for what, and (3) what are they likely to do next
Carving up the long tail
Copyright © 2008 Mark Logic Corporation, All Rights Reserved Slide 14
The “Vertical Search” Opportunity
Crawl / slice / content value
Media type value
Navigational value
Informational value
Next-steps value
Community value
User-generated content
The social graph
Combining these various sources of value to create applications to help users accomplish a task or goal
Don’t think “vertical search”Think “content application”
Don’t think “vertical search”Think “content application”
