Will Vertical Search Engines Overtake Native Search Engines? POV
The ever-growing importance of Search, SEO, and SEOs
From an interactive and transactional perspective, search is the fundamental digital discovery activity. People search, find alternatives, explore, and then make decisions. Traditional search engines report billions of queries per day and in excess of 2 trillion queries worldwide per year. However, Comscore reports traditional desktop search query count down 8% between March 2017 and April 2017. Business Insider reports that use of traditional search for discovery is dropping about 10% per year. Bloomberg reports that more than 50% of shoppers start their search at Amazon, while only 28% now start at traditional search engines, down 18% from last year.
While searching is fundamental, large, and significant, people now spend more than 20% of all media time on social media, and 80% of that occurs on mobile devices and within native mobile apps, according to Business Insider. The daily query volume in Facebook has reportedly reached about half that of Google. Facebook is both a vertical and horizontal search engine, meaning that people look for friends in Facebook and have also started to look for general topics, news, and products. Facebook is now the top referrer to content publishers, according to Parse.ly.
How are you and your marketing team preparing to address this diversification of search and apply the well-honed traditional search optimization skills to these diversifying vertical channels where your customers are increasingly initiating customer journeys?
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