While Google gets all the attention, it’s easy to forget that the search industry is much more than just Google. There’s are many tools that provide search results on a wide range of topics. While Google might provide a global search on a broad range of keywords, many search engines hold very strong niches in many different industries.

For example here is a short list of a few non-google search engines that are based in very specific niches.

Westlaw – Online legal research services for lawyers and legal professionals

PubGene – Visualize and navigate current understanding of genes

Bioinformatic Harvester – Crawls and crosslinks bioinformatic sites

Daylife – News search engine, organizing and distributing the world’s news

Topix – News aggregator which categorizes news stories by topic and geography

Yahoo! News – Top news headlines on current events from around the world

HotPads – Real estate, house, and apartment search engine

Zillow – Search engine for real estate and homes

GlobalSpec – Search engine of engineering and industrial products

Indeed – Job search engine

Picsearch – Image search search engine

PriceGrabber – Online shopping search engine

mySimon – Price comparison shopping search engine

Bing Shopping – Microsoft’s shopping search engine

The best approach to search engine marketing is to diversify your search marketing portfolio. The little dirty secret about search engine optimization is that you ultimately have no control on how search engines display your website. Each search tool uses a different algorithm to determine their best results and it is a constant battle to stay at the top of the search result page.

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