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Despite still seemingly being the second largest search engine in the world, Yahoo’s challenge for supremacy has been swept to one side in recent times. In fact, good news has been hard to come by ever since they turned down Microsoft’s billions to buy out the brand last year.
Yahoo have sat powerlessly on the sidelines watching Bing, a search engine created by their would-be buyers, swamp the market with advertising and generating a buzz all of its own. However, fresh research from Neilson Online has revealed that they have maintained a very high level of user attention, second only in fact to Facebook in the US.
Google may be leagues ahead in terms of individual searches, 21 million to be exact; however, Yahoo can rightly boast a far more impressive rate of retention. On average, users were utilising Yahoo’s services for 45 minutes extra each month when compared to Google.
This probably highlights both the strength and weakness of Yahoo today. In terms of search, it just can’t compete with Google. Many see their SERPs pages as inferior and they just can’t offer the same complexity when it comes to search options.
However, Yahoo does still have some extremely popular tools and programmes. Their email service is one of the longest established and as such has a huge number of users. Yahoo News remains one of the most popular outlets, no doubt aided by its inclusion on the front page of the search engine. So there are glimmers of hope. Improved search results and a little more innovation are needed though to really start challenging Google where it really hurts.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.