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Google's Search Gold Mine Could Tap Out
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Specialized websites such as Realtor.com,Trulia, Zillow in the US and Rightmove in the UK have customized features appropriate for the field. In this case real estate search. This vertical search is proving superior to the horizontal search of the world's 182 million websites that Google searches, when it comes to specialized tasks. Restaurant reservations has OpenTable, job-hunting has Simply Hired. These sites do more than simply search, they also complete transactional tasks which Google doesn't. In the retail Amazon is adding new features specialized to the retail field, and also has consolidated online retail. Right now Google has 69.4% of the search market to Bing's 24.4%. For Google 96% of revenues come from search, even with diversification efforts through Android (mobile devices), YouTube (video advertising), and Chrome (browser software). Google acquired ITA Software in 2010 to compete in the travel field. Rayport says the search business is changing with users geting more sophisticated and demanding, and he sees a shift to vertical search. This shift appears to be the next step as the capabilities of horizontal search are being exhausted.
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