A specialized search category (e.g., image search, news search, video search).
I know when you are trying to get your website noticed, it can feel like you are shouting into a massive crowd. You put in the work, but sometimes your content still does not show up where you want it. But do not worry, I have been there, and I know the secret to getting a major advantage!
I am going to show you a powerful concept that most people completely miss when doing SEO. I promise that understanding this will help your content jump out and be seen. Let’s tackle the big question: What is Search Vertical?
What is Search Vertical? The Focused Strategy
Think about how you search for things on Google; sometimes you are looking for a recipe, sometimes a video, and sometimes a product to buy. A Search Vertical is simply a specialized category or section within the main search results. I use this term to describe where Google displays specific types of content.
The main search results page is the “General” vertical, but others exist, such as Images, Videos, News, Shopping, and Maps. I must understand that my goal is not just to rank on the general page, but also to rank in the most relevant vertical. This focus is a huge opportunity for me.
Why Search Verticals are SEO Gold
When someone searches for “best waterproof boots,” they are likely in a buying mood. Google knows this and prioritizes the “Shopping” vertical at the top. I make sure my product appears there to capture that high-intent traffic.
If I am writing a post about a current event, I want to show up in the “News” vertical. Ranking in the right vertical instantly puts me in front of the exact audience I need. I focus my optimization efforts to match the expectations of that specific search type.
CMS Platforms and Search Vertical Optimization
My CMS platform affects how easily I can optimize for different search verticals. I need to make sure my platform can handle the specific technical needs of each vertical. Every platform offers different tools to help me get seen in these specialized search areas.
WordPress
I can optimize WordPress for any vertical using specialized plugins. For the Images vertical, I use image compression and proper alt-text on every photo. For the Video vertical, I use structured data plugins to tell Google about my embedded videos.
Shopify (for Ecommerce)
Shopify is naturally built to dominate the Shopping vertical. I ensure all my products have accurate pricing, availability, and high-quality images. I use a product feed to submit my entire catalog to Google Merchant Center for the best visibility.
Wix and Webflow
On Wix and Webflow, I need to pay extra attention to the settings for image optimization. I also focus on making my site very mobile-friendly, which is a key factor for the Maps vertical. I check that my site structure is clean so Google can easily index all my different content types.
Custom CMS
With a custom CMS, I have the advantage of building optimization directly into the code. I ensure the site is built to output the correct structured data for every content type. For instance, I build in a schema specifically for recipes or events to capture the relevant vertical.
Industry Applications of Search Vertical
Targeting the correct search vertical is essential for every industry to maximize visibility and impact. I adjust my strategy based on where my ideal customer is spending their time on the search page.
Ecommerce
For my online store, the Shopping vertical is my main target for product listings. I also focus on the Images vertical with beautiful, high-resolution product photos. I know that many buyers click directly from an image they like.
Local Businesses
The Maps vertical is the absolute priority for any local business I work with. I make sure the Google Business Profile is perfectly optimized with accurate hours, services, and photos. I also target the Images vertical with photos of my storefront and completed work.
SaaS (Software as a Service)
My SaaS strategy often involves the Video vertical, especially for software tutorials and demos. I embed helpful videos on my site and optimize their titles and descriptions. I also target the general vertical with my in-depth, long-form guides.
Blogs
For my blog, I often target the News vertical if I am covering trending topics or announcements. I also focus on the Images vertical for my infographics and the Video vertical for my “how-to” content. I make sure all my media assets are perfectly optimized.
FAQ Section
Q: How do I tell which Search Vertical a search term belongs to?
I simply type the search term into Google and observe the results page. If I see many product listings, it belongs to the Shopping vertical. If I see a large map and local listings, it belongs to the Maps vertical.
Q: What is the most important vertical for every website?
The “General” or “Web” vertical is always important because it is the default. However, I always prioritize the vertical that aligns with my business goal; for an online store, that is Shopping.
Q: Can I rank in more than one Search Vertical at the same time?
Yes, absolutely, and I try to do this whenever possible. A single blog post about a new phone could rank in the general web results, have an image show in the Images vertical, and include a video that shows up in the Video vertical.
