Tag Archives: Yahoo! Search Marketing
With the approval of the Microsoft-Yahoo search deal by EU regulators, search engine marketers will soon be working in a new landscape. In western Europe where Google dominates with about 90% of the market, it’s tempting to react to the deal with a big yawn.
Yet Yahoo! often has a bigger impact on our search marking than we might like to acknowledge. For many, Yahoo, through its Site Explorer and the Yahoo Search Boss / Site Explorer APIs , is a primary source of competitive backlink data. And who among us doesn’t perform a few searches in Yahoo to benchmark the quality of Google’s results?
For paid search practitioners, the consolidation of three PPC / Keyword Advertising platforms down to two (Google & Bing) will certainly reduce operational and training costs. In some countries it will make the choice to expand beyond just Google much easier to justify. Yet Bing’s adCenter PPC service is currently limited to the US, Canada, the UK& France. What will happen to the other 30 countries served by Yahoo today?
An important consideration for Google AdWords advertisers is to understand just where their contextual ads might appear. Google notes that AdWords ads can appear on the:
- Google search engine
- Partner search engines (e.g. Aol, Ask.com, Libero / Arianna, Virgilio / Alice)
- Google owned web content sites (e.g. Gmail, Google Groups)
- Third party web content sites (practically any site wishing to display Google ads)
While Google has recently improved information about participants in the Google content network2, it isn’t so easy to find an updated listing of which major generalist portals and pure search engines rely on Google for their organic and paid search results. The following table aims to rectify this, at least for the Italian market.