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Are We About To Witness The Demise Of Yahoo Search?



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Towards the end of July 2009 Yahoo and Bing reached a deal that was to see the two companies in partnership for 10 years. In the deal, Bing was to take care of search while yahoo handled the ad sales docket.

The aim of the deal was to try and counter Google’s dominance. Though google has lost some ground to the two companies, google still seats pretty at the top.

Until this year, Yahoo search was second and Bing coming in a close 3rd. Now the tables have been turn and Bing is 2nd and Yahoo 3rd in terms of internet search.

With all this fight for internet search dominance going on, it comes as no surprise that the 10 year deal between Yahoo and Bing could be coming to a premature end.  This is according to the rumors taking rounds on the search business world.

This takes me back to an article posted on Betanews by Joe Wilcox detailing why the deal between Yahoo and Microsoft was bound to fail.





Joe stated 3 reasons why the deal was not going to work. I loved the 3rd reason where he said that Yahoo’s main business was in search. This was the case even when a small time search engine called Google came alone and overtook them.

According to Joe, it would be a matter of time before Bing took advantage of the deal and beat yahoo at its own game. He was so right because 3 years down the line Bing is now placed second after Google in terms of search.

One thing is for sure, the once giant of web search, Yahoo, has been going through a turmoil in recent years. The company has gone through several issues which include several top management changes, loss of property and extensive layoffs.

Most pundits have predicted that if Yahoo does not put its house in order the company may soon come to its knees.

Do you agree with what expert are claiming; that we are about to see the end of Yahoo search? Share your opinions in the comment section appearing below this post.

According to Kevin Ryan the CEO of Motivity Marketing, the end of the search alliance between Yahoo and Bing could easy see the end of Yahoo search.

yahoo web searchRumor has it that the deal between to two search giants is not going well and thus may not go the 10 years as planned. This was according to Kevin who went further to say that Yahoo should try figure out on how to improve their search.

Back in 2009 experts had different views about the Microsoft and Yahoo search alliance deal. According to Danny Sullivan of Search Engine Land, the signing of the deal was a major feat for Bing and to quote his exact words ‘…a lot of questions for Yahoo…”

By the look of things, Yahoo web search started taking a downward spiral when they handed over their search to Bing; this was according to Ryan.

As I have said, so far all these are rumors and only time will tell if the two top search engines will stick to the 10 year plan. However, if Microsoft and Yahoo actually go separate ways, then Yahoo will have to find strategies of reviving their search or sell their search business off.

Industry experts say that the main undoing at Yahoo is the lack of innovation. It is the high time that Yahoo found a way of reinventing the company especially in the area of web search.

That is not to say it is all gloom at Yahoo. A look at their media section paints a rosy picture. The yahoo news homepage counter shows that they get millions of hits at any given day.

It is believed that same success that Yahoo has achieved with their news section should be transferred to yahoo internet search. Personally, I think they can do it but that will happen if they first put their house in order.

It will be sad to see the end of yahoo search which was once a leader in the industry. As we speak, search is big business and thus Yahoo needs to come up with strategies to better satisfy the needs of their searchers and more importantly advertisers.

What Yahoo needs to do to come out of the ashes:

One opportunity that yahoo has to improve their web search results is to take the same route that Google took. This is by coming up with a social site and use it as a search parameter to rank websites.

Right now the talk in the internet search world is the use of social signals to rank websites. Taking into account that Google is not doing so well in this front, Yahoo should seize the opportunity and create a social site that will push them to their original position.

Since a culture of innovation is key; Yahoo should work on motivating their staff and thus create an atmosphere for creation of new and better ideas. The company also needs to sort their top management issues once and for all.

If the now interim CEO, Ross Levinsohn is going to take over the helm of the company, our hope is that he will bring changes that will help save the once King of internet search.

Another positive thing amidst all these rumors about the future of yahoo search is Alibaba buying back shares at Yahoo.  The two companies have reached a deal where the Chinese company bought shares at yahoo worth $7 billion.

These funds if utilized well will go a long way to breathing new life to yahoo online search and the company as a whole.

Summary: Millions of people the world over are watching with bated breath to see where the dice will fall. I know of many people who still know nothing else but yahoo when it comes to internet search and email.

If the clock was to be turn back, would yahoo still go into a deal with Bing? Maybe they would, but I don’t think they would give Microsoft access to their search technologies and data. Yahoo has defiantly learned a lesson from this deal.

Some time back I posted and article showing how conversation rate on Yahoo search is better than Google. This is because people browsing using Google take more time before making a decision to buy.

On the other hand, the search may be low but the conversion rate is higher on Yahoo making online business entrepreneurs, like myself, wish all the best to Yahoo.

Do you think yahoo should throw in the towel as far as search is concerned? Share your views in the comment section appearing below.

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