Hitwise Intelligence took an interesting look at the breakdown of Yahoo's properties today. They come to the conclusion that, even if Yahoo sells off its search division, Yahoo's other properties probably wouldn't be too affected by this, as they get most of their traffic from Google's search anyway. Only Yahoo Image Search, Games, Maps, and News get most of their traffic from Yahoo Search.
Looking at these statistics, it becomes clear that most of Yahoo's properties would continue doing just fine without getting traffic from Yahoo Search. Also, according to Hitwise, Yahoo Search only gets about 12% of Yahoo's traffic anyway, while Yahoo's homepage and Yahoo Mail get a combined 68%.
It's important to note that Hitwise bases its data solely on US traffic. Yahoo is also very popular in Asia. There, these numbers might look slightly different.
As rumors about the future of Yahoo continue swirling around the net, these numbers from Hitwise give us at least some idea that selling only its search business to Microsoft (or anybody else) would still allow the core of Yahoo to continue doing just fine. At the same time, though, the rest of Yahoo would become even more dependent on Google for its traffic.
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Most of Yahoo's search traffic comes from Google search, not Yahoo's? Guess that's not a surprise, because they don't rig the searches.
Posted by: Hutch Carpenter
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July 3, 2008 3:48 PM
some important points are missing in this report:
Yahoo's revenues share from search compared to its other properties revenues.
Another point: Yahoo's search marketing revenues is not only on yahoo search but with text ads or PPC -Pay per click- on other yahoo's properties, and on its publishers network, if these are taking into account they will change the report findings.
so the question is if search is out how much revenues yahoo will lose? i think allot, if any one knows that share from yahoo's total revenues plz comment.
another thing it is not just today's revenues it is about the future too.
Yahoo should push panama to a total self service advertising market place. including all forms text, image, and video. not just to its properties but also any publisher.
Also yahoo should go beyond the internet, like TV and Radio ads. i would recommend them buying spotrunner.com and integrate them with PANAMA.
i am with yahoo staying independent and to grow its services. basically to give more Acquisition options for startups.
i have a couple of ideas of how Yahoo can compete with Google, and would love to publish a post about that if any one is interested :)
Posted by: ArabCrunch | July 3, 2008 7:32 PM
Maybe yahoo search isn't that big in getting hits, but Yahoo is still the search pioneer and is known for search.
Taking search away from yahoo would be a big ego kill. Like taking its mojo away. Unlike Google, Yahoo doesn't have any ubiquitous applications. None that I can call by name, except Yahoo Mail and Yahoo Pipes. But what else is there. Sure they do videos and radio and games, but how do I get there. From the search home page.
Posted by: donv69 | July 4, 2008 12:08 PM
There was a great blog post a few days back advising Yahoo to drop search and focus on its bread and butter: news. Not a bad idea, really, though Microsoft would really like to own it -- that is, combine forces with MSN search and create a Google competitor (that still has only single-digit market share percentage).
Posted by: sunny beach | July 5, 2008 2:08 PM
Yahoo is a mess. Everything is outdated and inferior to most other sites which compete.
The only thing it has in longevity and a name which as been around, and lets not forget, which website of all time has the most memorable catch phrase?
YAHHHHHHHHHHHHHHHHHHHHHOOOOOOOOOOOOOO
Whoever invented that phrase should get a raise cause that's largely what's keeping yahoo afloat.
Posted by: Personal Trainer | July 9, 2008 12:19 AM