Yahoo! Adopting the Way of the Buffalo

By shanesnow
Published on July 9, 2008

What Search Engine Roundtable is calling a shift in the tide away from Yahoo is evidenced by several occurances. One member at WebmasterWorld claims that poor quality traffic coming from Yahoo search is responsible:

“Is [our] lower spending because we are getting fewer clicks, bidding on different keywords? No. It is almost all due to the collapse in price at YSM. The competitors in this industry realized the poor quality of traffic out of YSM and drove the bids down, down, down.”

Besides poorer quality traffic, perhaps Microsoft’s (and obviously Google’s) growing success in the PPC realm comes down to improvements, expansion, and innovation, whereas Yahoo remains a bit stagnant. Google and MSN are simply making things happen, but Yahoo is slowly going the way of the buffalo.

(Yahoo peacefully eats grass as the world gets more innovative)

Not to say that Yahoo won’t come out with some great things  to help regain confidence and advertising dollars, but here are a few things that the other big boys have done just in the past couple of days:

Google added search volume data to its Keyword Tool, which allows you to see the actual number of search queries in the past as well as projected search volume for key terms. So you can now simultaneously get keyword suggestions and synonyms and see their search volume at the same time!

Microsoft recently announced another partnership, this one with Rodale Inc. Microsoft will be the exclusive deliverer of third party contextual and paid-search ads. Rodale’s network includes sites such as,,, and And that’s just days after Microsoft announced its acquisition of Powerset.

Additionally, Google’s foray into traditional media is making it easier for retailers looking to take advantage of back to school sales opportunities, through a new series of webinars.

It doesn’t look like anyone will overtake Google anytime soon, but it’s about time everyone else started making things happen.

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