By Keith Trivitt | Director, Marketing and Communications
Here’s some unexpected online marketing news that caught our eye this week: Yahoo! had more U.S. visitors than Google this July for the first time since April 2011, Mashable reports in reference to a comScore report released Wednesday. It’s another indication that Yahoo! CEO Marissa Mayer’s plan to reinvigorate the once-dying Internet portal is moving in the right direction.
As the chart to the left shows, Yahoo! sites racked up 196,564 unique visitors in July, compared to 192,251 unique monthly visitors for Google. While those numbers may seem impressive for Yahoo!, considering many were ready to call it dead when Meyer took over as CEO in July 2012, it’s important to keep in mind that Google still dominates the search marketing landscape. Google has about 67% of all U.S. search traffic, according to comScore.
But is the growth sustainable? And what does it mean for online and performance marketers?
Yahoo’s rise has been impressive, but it’s important to keep a couple of things in mind:
- First, Google is still the dominant player in search marketing, and it will likely remain so for many years to come. Therefore, it’s still best to optimize your online marketing campaigns to Google’s standards (and we can help you do so!), as it remains the dominant search engine. That said, ranking well with Yahoo! can’t hurt, so digital marketers will need to pay careful attention in the coming months to whether Yahoo! sustains its search traffic growth and prepare to adjust their search marketing campaigns proportionately.
- Second, Yahoo’s power in the non-search world of online marketing is slipping. According to Forbes, Yahoo’s share of online U.S. online ad revenue will fall from 3.4% to 3.1% this year, a far cry from Google’s 33% online ad share. While Yahoo! is proving to be a growing force for SEO and search campaigns, its overall value to online marketers may be waning, even while CEO Mayer has helped shore up the operation with a more focused approach on the company’s core offerings and verticals.
Where does Yahoo! rank among your brand’s online marketing channels? Is it a core focus or just something you use on the periphery to drive traffic to a campaign? Let us know in the comments or on Twitter at @MediaWhizInc.