Google is a
horizontal search engine; it attempts to index across as much of the Web as possible.
Unlike
horizontal search engines that respond to user queries in the form of links to pages with information, iXiGO Trip Planner attempts to understand user inputs and presents curated travel content summarized in a visual representation of options for modes of transportation, directions and rich information about destinations.
Analysis of advertiser performance data indicates that iXiGO.com has delivered superior return on investment (RoI) to premium advertisers in comparison to horizontal portals and
horizontal search engines.
Web search engines from Alta Vista to Google, sometimes referred to as
horizontal search engines, exemplify these approaches.
As the Internet grows and matures, with millions of new sites being posted annually, increased targeted marketing should be the norm and big
horizontal search engines will have to adapt.