The 'verticalization' of search continues. Bing, which already serves up specialized search results for verticals including travel and shopping, is adding another niche to its portfolio: recipes.

Its new recipe results pull in data from popular recipe websites and give searchers the ability to display and filter recipe results via a recipe-specific interface. The goal, obviously, is to give consumers searching for their next home cooked meal one more reason to use Microsoft's 'decision engine'.

Recipe results are integrated with Bing's traditional SERPs. A search for 'salmon' returns a standard results page which contains a link to 'Recipes for salmon' and thumbnails of several recipes it has indexed.

Once you click on the recipes link, you get a results page that displays pertinent information about the recipe, its source and a handful of filters that Microsoft thinks will make it easier for you to answer the question, 'What's for dinner?'

While Bing recipe search is a minor feature in the overall scheme of things, it's yet another reminder that search engines are adapting to consumer needs. In an effort to help consumers more efficiently find information on the web, search engines are moving beyond standard SERPs and providing specialized interfaces for specific types of information. To make the most out of this, of course, search engines and content providers have to work together so that the right data can be aggregated and displayed. But clearly search engines are betting that the potential rewards of this extra work outweigh the costs.

When it comes to search engines, Google, of course, isn't standing idly by. It has been participating in the verticalization trend too. For better or worse, however, Google's early forays into potentially lucrative verticals potentially put it in direct competition with some of its own advertisers. While the outcome of this remains to be seen, the logic behind verticalization in general is solid: as consumers become more sophisticated information seekers online, one-size-fits-all search just won't cut it. The largest search engines can either get into the action and take advantage of the trust they've built up with consumers, or they can let upstarts build the market.

All signs are they're not interested in that, so the only question now is what verticals Bing and Google will enter next.

Patricio Robles

Published 22 January, 2010 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

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Comments (4)


Amanda Davie

I think this is a great example of how Bing are working hard to identify vertical search trends (recipe search is MASSIVE when you look at the volumes of related searches), and creating tailored vertical search product experiences to meet this demand.

I still can't enviseage exactly how the vertical vs. generalist search behaviour will ultimately play out - will we all abandon generic search engines such as Google as we know it today? Or will each search engine's results page start to really look and feel like a different experience according to what type of vertical search we conduct?

What we do know is that Microsoft are playing the long game in their quest to steal market share from Google. So if vertical search is the long game, then it's definitely going to be an interesting game to watch!

over 8 years ago


SEO Agency

I agree with Amanda on this. I think Google need to watch out, as their attitude to algorithm changes is flippant at best. I think the amount of money in advertising that has been put into the Bing launch will reap rewards, and Google appears to be losing market share already!

almost 8 years ago


super slim

today I cooked it,it cost me more time,but wife and children like it very much.And wait tomorrow cooky

almost 8 years ago


Web Design Norwich

I think Google is still to popular and people are in a routine now of using it to be affected to much of what Bing and Yahoo are up to.

almost 8 years ago

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