July 2nd, 2004

Conventional search engines such as Google, MSN and Yahoo direct Web visitors to some of the sites related to their search query. Since about two years, specialized search engines now offer paid listings on their own search results pages.

A good example of this would be comparison shopping search engines such as Biz Rate, Yahoo Shopping and Froogle. Comparison shopping search engines act as online "traffic destination sites" to help shoppers find the products they are looking for. Such shopping portals also help compare prices on specific items, lengths of manufacturer's warranties, sizes, colours, etc.

On comparison shopping search engines, merchants and their individual sites are defined as the content. Participating merchants have the option of engaging further, by buying additional search results, or participating in a PPC campaign.

By definition, on traditional content websites or informational portals, the information on them is considered the content. Such sites are usually very topic-oriented and can simply act as specialized or vertical market search engines for certain types of specific advertisers. When prospective clients or visitors perform a search in Google or Yahoo, these people could represent a high percentage of your selected target audience and those are the ones you really need to concentrate your marketing efforts on.

Vertical market search engines are gaining in popularity
Once misunderstood and neglected, today's specialized markets and vertical search engines have gained significant popularity in the past two years and more online advertisers are taking notice.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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