Internet search engines, like Google and Yahoo, were not designed to be used as business tools. That is why only 4 in 10 professionals surveyed by Convera claim to be "very satisfied" with search results.
Search engines have developed through two major stages and are on the verge of a third generation. The first stage was based simply on matching keywords in documents. The second and current stage examines how searchers interact with the search engine to predict their intent. The third and emerging stage attempts to consider the actual interests of searchers then recommend pages accordingly.
The third stage is developing in the form of Vertical Search Engines (VSEs) where business to business firms can get better results by searching for content and submitting sites to the VSEs' directories. These VSEs put relevant results directly in front of targeted business sellers/buyers by using customized algorithms and search strings.
By nature, VSEs are heavily focused in only one industry and usually maintained by seasoned managers with years of experience in that market. These executives typically know all the potential customers and users of the products and can effectively bring them together in their online community. A significant trend revealed by the Convera study is that trade publications are developing their own online vertical search destinations for their professional communities.
The more relevant the content, the more attractive the site and the more high-quality traffic it drives. VSEs and directories that provide free, objective industry news and information increase credibility among their target audiences.
The advantages of vertical search in providing professionals with relevant business results (while helping advertisers/marketers target very specific audiences) is blazing the trail for stage three generation engines that depend on the searcher's signature interests.
Source: WebsiteMagazine, May 2007