Search Engine Optimization (SEO)  : Vertical Search optimization (VSO) 






 SEO is not just about trying to rank on Google anymore. Search behaviors are changing, and new content opportunities arrive constantly. We need to evolve our strategies to make the most of this set of circumstances. The industry is reaching a point now where deep learning allows search engines to understand both content and context with accuracy levels we could barely have imagined just a few years ago. 

 This does not mean we can simply publish content and expect search engines to do the rest for us, however. Each vertical brings with it a new set of consumer demands, and search engines still rely on contextual signals to filter through their vast index of content. 


Whether spoken, typed or tapped, search queries are the medium through which consumers discover information and make decisions. 

 Search is all around us; it is embedded into smartphone devices and is the fulcrum of artificial intelligence (AI)-powered digital assistants. As search engines develop in sophistication, this relationship with consumers will only strengthen over time. 

 Moreover, recent research shows that mobile now accounts for as much as 57 percent of total search traffic. Search has become more powerful, dynamic and fragmented. 



What is a vertical search engine?

 Put simply, a vertical search engine focuses on one specific industry or type of content. 

 Common examples would include a travel search engine like Kayak, real estate site Trulia, or the image-based interface of Pinterest. 

 The term “vertical” applies to both the indexation and serving of content, which is neatly organized by category. Product searches may take place on Amazon (research shows this to be the most common starting point for product searches), or a consumer may go to a site like Indeed to look for a new job. 
 These slimmer indices of content have the benefit of a pure focus on one area of activity or business, which can facilitate faster, more accurate results for users. 

 Google’s universal search, which indexes and ranks image results alongside video and local listings, is an aggregation of verticals into what appears to be a more conventional, horizontal search engine. Recent moves into the jobs market, along with a revamped flights search engine, show Google’s ambitions to develop specific new technologies to gain market share in profitable verticals. 
 For marketers with one specific type of product or service to sell, the lure of vertical search can be clear, too. They can meet their audience when their search intent is overt and can focus their energies on a platform that they know will deliver results. 
 This is not a new phenomenon, however. 

 Before marketers assess where to place their emphasis, it is worth assessing just how significantly vertical search is changing the landscape. 
 Google also indexes content hosted on vertical search engines, so it is possible to see social media and video results (from Twitter and YouTube, for example) within Google results. There can be no doubt that Google is observing changes in users’ behavior and wants to maintain their attention before they start their searches elsewhere. 

Behaviour of  vertical  and Horizonal search changing the search landscape in social platforms?(Social media marketing)



 Both of these platforms are improving their paid search offering at a rapid rate, which is again a sign of their increasing prominence in the search landscape. 
 Digital assistants do not typically show a conventional set of search listings, but rather source the most authoritative answer from one database. 

 We are therefore witnessing a lot of fragmentation across searcher behavior, which both plays into the hands of vertical search engines and creates new opportunities for Google to bolt on services to its already mammoth search offering. Brands are faced with a challenging set of decisions 
 Apple’s Siri now defaults to Google rather than Bing when it cannot provide a quick answer, but the growth of Amazon’s Echo devices provides a clear threat to Google’s hegemony. 

 The first point for marketers to consider is the nature of consumer behavior on the relevant vertical search engines for their brand. Consumer demands and expectations will differ based on the search engine, and they will have started their query there for specific reasons. 
 The competition for consumer attention spans grows ever fiercer, and search engine optimization (SEO in dubai) is no longer just about getting Google right. Google itself is more complex than ever before, and marketers could also conceivably focus their attention on vertical search engines rather than the global search giant. 

How can I make the most of vertical search optimization (VSO)?
 This leads into the types of content brands should create in response to those expectations. 

 On Pinterest, it is essential to develop a clear brand aesthetic across all images that makes them instantly identifiable, both by search engines and users. Attention must also be paid to the contextual signals this vertical search engine uses, such as the boards each image is pinned to. Those contextual signals may differ by search engine, so it is important to understand how its information retrieval technology works across other platforms, such as Amazon, Etsy or Kayak. 
 In the case of Pinterest, the most obvious first impression is that it is an overtly visual search engine, driven by the power of the image. Pinterest also refers to its position as a “discovery engine,” as its users are typically open to new ideas and do not have a specific product in mind when they search. 
 This has direct implications for a marketing strategy. Taking content from a brand’s website and simply adding it to the company Pinterest profile will reap suboptimal results. 
 Nonetheless, while the mechanisms that drive each search engine may differ significantly, their underlying purpose is always the same. It is up to marketers to understand their audience, create the right content, then use each vertical search engine to engage with their consumers. 

 Adapt your content for each search engine. The audience may consist largely of the same people, but their expectations will be different based on the social network or search engine they are using. 

 As a result, there are some best practices we can apply for any vertical search optimization campaign: 

 Research your audience behaviors across different search engines. 
 Maintain a cohesive brand presence across all major social networks. 
 Use structured data and Open Graph tags to help search engines locate and understand your content. 
 Assess behaviors across your websites and mobile apps; focus on unblocking any challenges users have in accessing content. 
 Master the foundational elements of site experience that will benefit performance on any search engine, such as page load speed 
 Use specific integrations with vertical search engines that can allow your website content to be served within their results. 
Summary




 As we Bestopseoae Seo in Dubai, we need to look at the skills that are common to horizontal and vertical search, optimize our site experience and ensure that our content can be served to our audience, across any search engine or social network. Digital marketing & Content Marketing remains at the core of any successful SEO campaign. We are trying our best effor to do in a whithat way to digitilize Seo in Dubai