Yahoo Search is gearing up for a comeback with several signs of recovery. He is not impressed by Google’s dominance in the sector.
Yahoo Search wants to make a comeback in the near future. Yahoo has been hinting at its return to the search business for the past two weeks and has also decided to hire a senior product manager for the Yahoo Search platform to lead those initiatives.
Originally, Yahoo Search referred to an interface provided by Yahoo that sent queries to an index of searchable pages complete with a directory of websites. Results are provided to the user under the Yahoo brand. Initially, Yahoo itself did not perform any web crawling or offer any data hosting. In 2001, the searchable index was supported by Inktomi and later by Google until 2004, when Yahoo Search became independent.
In July 2009, Carol Bartz and Steve Ballmer, the heads of Yahoo and Microsoft, signed a 10-year deal in the online search field to unite against Google. Through this agreement, Microsoft can use Yahoo’s Internet search technologies to improve its web services. In addition, Yahoo Search can revolve around the Bing algorithm on its side.
Of course, the two sides kept a way out of changing or even canceling the contract before the chance: the terms of the contract called for discussions to assess the situation after reaching half of this partnership. profit. The two institutions will then have 30 days after February 23, 2015 to renegotiate their contracts.
Yahoo’s current CEO, Marissa Mayer, took the opportunity to do just that. In April of last year, the two institutions were able to reach a new agreement. Yahoo argued that the change gives it more flexibility to improve the search experience on both mobile devices and desktop computers, as the new contract terms eliminate any exclusivity on both mobile and desktop platforms.
Thus, in October 2015, Yahoo signed a partnership agreement with Google on the search market, which will expire in 2018. Yahoo has hinted that Google will serve some results and some ads after searches on Yahoo.
Google will pay Yahoo a percentage of its gross revenue from AFS ads served on Yahoo Properties or Affiliate Sites. The percentage will vary depending on whether the ads are displayed on US desktop sites, non-US desktop sites, or tablet or mobile phone versions of Yahoo Properties or Affiliate Sites. Yahoo will pay Google a fee for queries for image search results or algorithmic web search results.
Yahoo, which just reported quarterly results that beat analysts’ expectations, said in a statement that the deal gives Yahoo more flexibility to choose between search results and ad providers. Google’s offerings complement search services provided by Microsoft, which remains a strong partner, as well as Yahoo’s own search technologies and advertising products.
In July 2018, Microsoft sites drove 24.2% of all search queries in the US. During the same period, Oath (then owner of the Yahoo brand) had an 11.5% share of the search market. Market leader Google generated 63.2% of all major search queries in the US.
Yahoo Search has been criticized for favoring websites owned by Yahoo’s parent company, Verizon Media, in its search results.
In September 2021, investment funds managed by private equity firm Apollo Global Management bought 90% of Yahoo.
Recovery of activities
Earlier this month, Yahoo reactivated Yahoo Search’s Twitter account and then posted a series of messages suggesting its return to search:
Just to remind everyone that we did some research before this was cool. BRB makes it cool again.
In this series of posts, Yahoo has added a job posting:
The job offer was accompanied by a LinkedIn campaign around the job offer from some senior Yahoo executives, such as:
- Brian Provost, Yahoo’s senior vice president and general manager: There’s going to be a lot of innovation in search in the coming years, and there aren’t many places where you can have such a big impact right away. If you’re passionate about researching and creating product experiences, I’d love to hear from you.
- Karen Chin, Director of Product Management: Want to deliver meaningful and innovative experiences to millions of users? We are looking for an experienced Research Product Manager to take research to the next level! Share and join us.
According to the Similarweb Barometer, Google has a 91.15% share of the total search engine market by search volume, and few, if any, search engines come close.
Yahoo took second place with 2.95%. This is quite surprising, as most people would not consider Yahoo a major competitor, given its rapid decline. The most surprising thing is that even though the former is supported by one of the largest technology companies in the world and the latter is no longer often mentioned, Bing could not overtake Yahoo.
Bing matches Yahoo’s 2.95%, but it shows that the search engine still has a long way to go before it can compete with the likes of Google. Yahoo’s decision to abandon the acquisition of Google at an early stage will undoubtedly be a sore point for the company, and it will make successful organizations think more about their acquisition decisions. However, Yahoo actually relies on Bing, and if we add both, we can consider that Bing is 2nd after Google with just over 5.90%.
The Russian search engine Yandex is in third place with a share of 0.47% of the total search volume. Despite being a platform of Russian origin, Yandex has not even managed to achieve a dominant position in its own country. 76.11% of searches in Russia came through Google, suggesting that Google’s ubiquitous status is standing in the way of governments trying to develop local platforms.
Naver is in fourth place with 0.44%. It is a South Korean search engine launched in 1999. It’s not very developed, but it’s still a niche platform for South Koreans. Note the absence of alleged Google killers like Duck Duck Go, whose privacy-focused approach doesn’t resonate with many users around the world.
Sources: Yahoo Careers, Yahoo Search TwitterBrian Provost, Karen Chin
What do you think ? Is it still possible for Yahoo to reassert itself in today’s largely Google-dominated search engine market?
What search engines are you using in 2023?
Could Bing ChatGPT enhancement as planned by Microsoft change the situation?
In another security breach, Yahoo announced that more than a billion accounts had been compromised since August 2013
Yahoo: US senators frustrated by lack of cooperation, want clarity on cyberattacks that hit company