Tuesday, April 17, 2007

Search Engine Wars

Until the Panama update, Yahoo search platform was inefficient in that paid-search results were ranked and displayed based only on the PPC an advertiser was willing to pay. Now, like Google, Panama takes into account an advertiser's relevance as well as the per-click price when it ranks paid search results.

While increasing relevance of ads should add to a positive search experience, the Panama platform has not, as yet, helped to build Yahoo's consumer search share base. Google's 64+ percent versus Yahoo's 21+ percent of consumer-search share describes a system failure on the part of Yahoo.

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