search going vertical...

A few years ago we were served by a small number of TV channels providing programming across most demographics.

Over time, that has expanded into a few large players providing cross demographic programming whilst many smaller players provde more targetted niche programming on lower budgets but with much higher advertising ROI.

Advertising powertools on the lifestyle channel gives infinitely better ROI than on a mainstream channel due to the back to back DIY shows.

David Hills of LookSmart has recognised this, and is preparing for the same thing to happen in Search. The big players will still be there for general searches, but if you are after something in particular there will be a vertical search engine to suit your search.

LookSmart have already release two vertical "channels" in the areas of Education and Money. Each comprises several vertical sites in specific niches. Hills has said that each site does not need to generate much traffic to become profitable due to the high ROI expected. They plan to roll out further channels of vertical search sites throught the course of the year.

The move to vertical search by consumers has been underweigh for a while now - most consumers are unlikely to search Google for flights, hotels, jobs or secondhand cars. They would choose vertical engines more suited to the job.

Hills has said Looksmart's verticals will be honed and iterated over the coming months to add functionality specific to the verticals in hand, providing essential tools to consumers.