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Inbound Marketing Blog

    Haven’t You Heard? Yahoo is Still Relevant

    Posted by Brittney Ervin

    Why Yahoo Isn’t Dead Yet, Especially for Marketers


    The Nashville Business Journal recently published an article that caught our attention: “Why Yahoo is Still Relevant—and Why It Matters to Marketers.” In it, contributing writer Peter Roesler argues for Yahoo’s rightful place amid the inbound marketer’s consciousness. If you’re like a lot of modern internet users, you might have all but forgotten about Yahoo, the once-great internet giant that was born from the minds of two Stanford students in 1994.

    Over the years, as Google has overshadowed all things internet-search related, Yahoo has taken a decisive backseat, and many marketers have failed to acknowledge the site in their marketing plans at all.

    However, Roesler points out, there is still much to acknowledge before counting Yahoo out altogether. Should you be focusing some of your marketing efforts on Yahoo, after all? Let us explain why we think your answer should be “yes.”

    More People Are on Yahoo Than You Think

    Because Google is so present in the public consciousness, people tend to dismiss the existence or influence of Yahoo or any other competitors. However, studies have shown that Yahoo doesn’t lag that far behind Google when it comes to average visitors per month. Data shows that Yahoo averaged 129,801,000 visitors a month in 2013, compared to 164,805,000 for Google in the same year.

    In fact, Yahoo actually received more visitors than Google in July 2013: Yahoo scored over 196 million visits compared to just over 192 million for Google, a dominance that hadn’t been enjoyed by the site since 2011.  

    And while Google still overshadows all in the field of search engines, with over 1.1 billion unique monthly searches (Bing came in second with 305 million), it’s still worth noting that Yahoo is gaining enough attention for its other content and abilities that it can compete with Google for website visitors. What exactly does Yahoo offer that keeps it in the ring, you ask?

    More People Turn To Yahoo for News Than Any Other Site

    For the majority of Americans, keeping up on the latest is all day activity, and 69 percent of Americans say that in addition to their television, they depend on their computers or other devices for access to news coverage. Amidst this growing number of people who get their news via devices, Yahoo has proven to be the most popular news site, topping behemoths like the Huffington Post, CNN and, yes, Google News.

    This popularity as a news site may be a key to how Yahoo has managed to stay relevant for consumers, even as their popularity as a search engine has greatly waned.

    Did You Know Yahoo is the 4th Most Popular Website for Videos?

    Yahoo’s oft-overlooked status as the 4th-most popular web destination for videos is another indicator of its ill-gotten sleeper status among marketers. With over 125,000,000 unique monthly visitors to Yahoo Screen, it’s clear that marketers are missing out on great potential by ignoring the clear popularity of Yahoo’s video site.

    While it’s true that YouTube is by far the most popular video destination on the web, with over 1 billion unique monthly visitors, utilizing YouTube exclusively could mean you or your clients miss out on a sizeable audience that is loyal to Yahoo Screen.

    The Rise of Mobile

    Another reason you should think twice about Yahoo as a marketer? Yahoo set a record for number of mobile users in the second quarter of this year, and CEO Marissa Mayer projects the site will outpace its desktop users with mobile users by the end of the year.

    With the use of mobile technology and apps on the rise, a company that is focusing its efforts on expanding its mobile presence is relevant to both marketers and consumers.

    SEO Benefits

    Finally, what value does Yahoo serve in terms of SEO? After all, if Google is getting 1.1 billion unique searches a month, wouldn’t it be smarter to focus your efforts there? Not entirely.

    Katie Redmond, in “Should Your SEO Strategy Include Yahoo and Bing?” for Hubspot poses this scenario:

    “You optimize your site primarily for Google, while spending maybe 30% of your time optimizing for Bing and Yahoo. You’ve done enough good work that you’re on the first page for all three search engines. Now, when Google changes their algorithm and knocks you off of their top search results, there’s still a chance that potential customers can find you when they search on Bing or Yahoo, which could be a godsend if most of your traffic comes from search results.”

    If you don’t want to put your company in jeopardy by putting all your eggs in the Google basket, optimizing for sites like Yahoo is a smart move.

    So there you have it: an overview of the power of Yahoo and why you should consider incorporating it into your marketing efforts. Remember: you can’t only depend on the most popular platforms to find and appeal to your customers. Vary your efforts, and reap the benefits of attracting the customers you had previously been neglecting. 

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    photo credit: paul bica via photopin cc

    Topics: Inbound Marketing