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Organize your information: A logical hierarchy of content, marked up with structured data , will help search engines navigate your websites and apps. As search develops into a multimedia experience, it also starts to fragment into a range of specialisms. We can see this if we look at popular vertical search engines like Kayak, Skyscanner, or Trulia. These websites cater to a specific type of industry (or vertical), which allows more a more targeted and streamlined experience. Erik Newton at BrightEdge, describes vertical search optimization (VSO) as the indexing and exposition of content focused on a site, category, or industry. Amazon is the giant in this space. With 55 percent of product searches now beginning on Amazon, it is the go-to place for online shoppers in the West. Although it still takes up a relatively small proportion of overall searches (2.3 percent in the U.S., as per Jumpshot’s data), Amazon’s dominance of overtly commercial searches makes it an enticing prospect for retailers. Similarly, search engines like YouTube continue to grow in popularity as people seek out particular content formats. While Google is aiming to incorporate all of this within its ecosystem, it will struggle to match the detail that a specialist service can provide in each area. For brands, this creates both opportunities and challenges.
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