These days so many businesses are focused on getting to page one of Google search results. However, the search landscape is constantly changing to conform to the way that users are performing searches online. In 2018, consumers are getting more specific and granular with the types of searches that they’re performing, which is why it will benefit your business to embrace vertical search engines.
A vertical search engine is dedicated to a specific industry niche or content type. Some examples of vertical search engines include Pinterest (image-based content), Amazon (product-based content), Yelp (online reviews), and Indeed (job-related content). While vertical search engines are not something new, we’re seeing some of the more general search engines like Google begin to offer more targeted searches through Google Images (image-based content), Google Flights (travel-based content), and Google Reviews (online reviews).
All search engines (vertical and general) want to deliver the most relevant search results to users. Consumers are turning to vertical search engines to find more specific and relevant content, so incorporating these specialized search engines into your SEO strategy will help your business to increase its online visibility and maximize conversions.
While Google still dominates the search market share, a growing number of consumers are relying on niche search engines to find more detailed information on a product. Focusing on optimizing your presence on a vertical search engine will help to position your business as an industry authority and get you in front of an audience that is more likely to convert.
To optimize your results, only run a campaign on a vertical search engine that your target audience is using. Take the time to research niche search engines for your industry and find out if your target audience is using them as a resource.
Search engines rely on structured data to be able to more accurately understand content so that they can deliver more relevant search results to users. Enhance search engines’ comprehension of your content by using a resource like Schema.org to see the shared vocabulary that will make your content more search-friendly.
For example, if you want to run a vertical search engine campaign on Pinterest, add high-quality images from your website to your Pinterest profile. Adapting your content to appeal to the appropriate vertical search engine will allow you to maximize your visibility and generate results.
Embracing these niche search engines will allow you to dominate your search engine optimization strategy and help your customers find your business online.