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What is "vertical" in relation to SEM?
I'm doing a lot of research on search, and keep stumbling across the term "vertical". What is a vertical in relation to SEM?
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5 Answers
While the literal definition that David contributed is accurate, I believe that in the context of the question -- "in relation to SEM?" -- I think that a more relevant answer would be to associate a search within an industry or a business sector with similar resources in the same category, or vertical.
For example, I service auto dealers in my automotive advertising agencies, however, I might consider technology vendors focused on the auto industry to be in the same vertical -- or area of interest. Simply put, it is a grouping of businesses -- in my example -- with a common focus and interest for the Search Engine Marketing Campaign and its anticipated pool to source results from using similar key words in the search. In some respect this "vertical" could be considered as competition for bidding on key words for the SEM campaign from the advertisers perspective or as ancillary resources for complimentary or related information for the consumer using the search engine to find relevant sites or information.
I hope that helps?
Philip is correct. Vertical search has traditionally been used to describe niche engines in industries like mortgage, travel, insurance, health care, etc.
There's also the concept of different types of search as verticals. Examples include music, image, mobile, and people.
@David, understood, however Search Engine Marketing,(S.E.M.), typically is referencing a paid search based on key words vs. Search Engine Optimization, (S.E.O.) which is more of an organic search dependent on those same key words in copy or in meta tags integrated into the sourcing website enhanced by the site's design to accomodate the search engine algorithms to earn prime page rankings and positioning in searches.
For example, S.E.O. can be enhanced by the use of videos or placements on social networking channels such as Face Book and My Space using those same key words which are weighted by the search engines based on consumer preference for that type of informational resource.
The point being that S.E.M. suggsts an investment in paid search ranking vs.a general search. The S.E.M. results are even seperated away from the S.E.O. results of a search by being placed on the right side of the screen and/or in a seperate section on the top left of the page further distinguishing it from a general search.
Just a thought about addressing the assumptions behind the the original question.
I quick search for a nice focused definition I found "A vertical marketing system (VMS) is one in which the main members of a distribution channel—producer, wholesaler, and retailer—work together as a unified group in order to meet consumer needs. "
So I would say that Apple is a good example of the whole vertical channel.
There is also travel platforms like Expedia is a good example of a vertical where they have wholesale, consumer and affiliate programs all work to capture sales from consumers from a unified group.
@Philip yes I must apologise it was a general response but it can also be dependant on are you thinking SEM as paid "adwords/adcenter" or SEM as general search engine traffic.
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