Business and professional users searching for work-related information on the web are not finding needed data through general search engines like Google and Yahoo. A 2006 study by Outsell reported a search failure rate of 31.9 percent among business users when searching from major search engines. With one-third of the B2B and professional business queries producing unsatisfactory results on Google, this presents an opportunity for vertical search engines (VSEs).
Another study by Convera conducted in December 2006, shows that professionals in virtually every industry cannot find important work-related information on the major search engines. Convera surveyed 1,112 professionals in publishing, advertising, marketing, healthcare, finance, government and other industries. Results show that B2B professionals using general search engines do not find queried information quickly or easily.
One of the problems is that Internet search engines were not designed to be used as business tools. Another reason is that most industry professionals are not trained in research practices. As a result, only 4 out of 10 professionals are very satisfied with search results on general search engines.
· Only 11 percent always find what they are looking for on the first attempt.
· Only 43 percent always find what they are looking for after several attempts.
· Only 21 percent feel their query is always understood.
General Search Engines Work Well for Consumers
General search engines rely strongly on the popularity theory that rewards sites with authoritative inbound links. Website popularity and keyword relevancy (among other variables) help determine rankings. The relevancy model works well for consumer search, and consumers usually find what they are looking for on page one of search results. For instance, a search for Toyota Camry brings up 2,630,000 results on Google and 6,740,000 on Yahoo (at time of writing). So there is no scarcity of information on Google and Yahoo when consumers are looking for product information.
Professionals, on the other hand, get a mixed bag. They are used to instant success with their consumer searches, but when it comes to looking up business information, it’s a different story. Here’s what generally happens with many business searches.
When several business searches fail, 93 percent of professionals will enter a similar term into the same search engine hoping for better results. (This is the same result found in other studies on search behavior.) Some of them (53%) will try a different general search engine. When these searches lead nowhere, 52 percent will turn to a vertical or topic-specific search engine. A third may give up altogether; however, 41 percent will make 6 to 10 search attempts before quitting, and another 47 percent will try up to 5 times.
Sounds like work, right? So it’s no wonder that many of these professionals report getting lost or distracted. Here’s what professionals do when they don’t find what they need, and they don’t give up easy.
· 17 percent quit before 5 minutes
· 42 percent continue up to 15 minutes
· 24 percent continue up to 30 minutes
· 17 percent continue more than 30 minutes
So it’s no surprise that 70 percent of the professionals surveyed reported that they get sidetracked during the search process. Of that group, 68 percent end up on sites they did not expect to visit and are not relevant to their work.
When the search process fails, 52 percent believe the data they seek exists but they just can’t find it. Only 23 percent are very confident they’ve covered all the bases. About one-third admit to making decisions without all the needed information.
More Relevant Search for B2B

The past year has seen a number of new VSEs targeted at professionals. These resources offer options that allow professionals to tailor searches according to their own requirements. The most significant trend is that of trade publications developing their own online vertical search destinations for their professional communities. These customized search engines will provide a more relevant search experience for B2B users. When asked about their expectations for these new vertical search resources, nearly 90 percent of professionals indicated they believed such search engines would offer more relevant contact.
· 86 percent said VSEs would locate content more quickly.
· 85 percent believe VSEs would offer access to content not indexed by popular search engines.
Vertical Search in Wholesale Merchandising
Because the current general search options do not meet the needs of B2B and professional users, vertical search is becoming more important than ever before. Both vertical search engines and customized search engines are making it easier for professionals to find the data they need.
If you are in the wholesale general merchandising industry, the following VSEs put buyers and sellers of wholesale merchandise together:
TopTenWholesale is a B2B wholesale merchandise search engine offering pay-per-click, banner and promotional marketing to wholesale companies.
Wholezilla is a B2B wholesale product comparison search engine and the only wholesale search engine on the web that lets retailers compare pricing and product information from wholesalers. Wholesalers can submit their data feeds at no charge.
OffpriceNetwork is the only wholesale directory for the Off Price Apparel industry. Wholesalers can add their websites to the directory (6 sites for a $249 listing fee). OffpriceNetwork caters to the wholesale apparel and fashion accessory industry, offering over 80 categories, blogs, classifieds and forums.
WholesaleU is the most mature directory of wholesalers on the web, offering access to wholesale companies at no fee. Wholesalers can add their websites to the directory (6 sites for a $249 listing fee). Catering to the general merchandise, closeout, and dropship community, WholesaleU offers over 80 categories, blogs, classifieds and forums.
Vertical Search Meets the Needs of B2B
Today, it appears that general search engines do not adequately serve professionals, leaving them with unmet needs. The advantages of vertical search will go a long way toward providing professionals with relevant business results.