Yahoo Is Bigger Than Google, And That Should Mean Something To Your Business

    August 22, 2013
    Chris Crum
    Comments are off for this post.

I bet you didn’t see this coming after years of Google domination. Yahoo is back as the top web property (in the U.S.). This comes from comScore Media Metrix, which releases monthly lists of the top 50 U.S. web properties. They just put out July’s report, and there sits Yahoo right on top.

Are you surprised that Yahoo is ranking over Google? Do you believe Yahoo offers significant value to businesses? Share your thoughts in the comments.

Yahoo hasn’t been at the top of the list for two years (yeah, it seems like even longer than that), but there it is, and guess what. It doesn’t even include Tumblr traffic.

Yahoo properties, even without that, saw 196.6 million unique U.S. visitors during the month, compared to Google’ s 192.3 million, even as Google continues do dominate the search market by a much wider margin. If you want to count Tumblr, you can add another 38.3 million unique users.


Just look at that chart for a moment, and take it in. Look at how much higher Yahoo is than Microsoft, Facebook, Amazon, eBay, etc. Twitter is all the way down at 30, below even Tumblr. Suffice it to say, Yahoo is huge.

Greg Sterling at Marketing Land shares this statement from a comScore spokesperson: “Tumblr is not currently included in the Yahoo! Sites roll-up. Seems there are other factors at play, and given how close Yahoo Sites and Google have been in recent months it can likely just be normal seasonal/month-to-month fluctuations.”

Regardless of whether or not this is simply month-to-month, the fact that it’s even in a constant race with Google should say something.

It’s certainly worth noting that these numbers don’t take mobile traffic into account, but mobile is exactly where Yahoo has been focusing the majority of its efforts since former Googler Marissa Mayer took over as CEO last year.

In fact, it’s hard not to assume that Mayer’s presence has been a key contributor to Yahoo’s rise back to the top. I don’t think many would argue that Yahoo’s properties were generally stagnant for quite a while before Mayer arrived. Since she arrived, Yahoo has been rolling out major redesigns of its key products, like search, its homepage, Yahoo Mail and Flickr.

Some of these redesigns have been more popular than others. Even after two months, we still continue to see a great deal of negative commentary from Yahoo Mail users about the redesign, though the fact that it has inspired so much passionate outrage should say something itself. Users care about Yahoo Mail.

On the email side of things, Yahoo is doing even more to get users interested, offering up old out-of-use addresses and Yahoo IDs to users, so they can get better names. This move, however, has been controversial, as security experts have taken issue with it.

Apart from all the redesigns, Yahoo has been acquiring properties left and right, even at a higher pace than Google, who has historically been very acquisition-happy. Many of these acquisitions should only translate to more users, and Tumblr is the big one.

Obviously a great deal of Google’s users come from search, and Google has the advantage of its Chrome browser’s address bar (or omnibox, if you will) pointing users directly to Google properties every time they get on the Internet. Add YouTube into the mix, and Yahoo’s presence on the list ahead of Google is all the more impressive, even without the high search market share Google holds.

Still, Yahoo hopes to snag a little bit of that Chrome search usage, as just last week, the company launched a revamped toolbar, making it available for Chrome for the first time. Of course, that doesn’t only take people to Yahoo search, but also to other popular Yahoo properties.

If mobile traffic were included in the numbers, Google would likely see a significant bump in its rankings, though I wonder how mobile Google+ use stacks up to mobile Tumblr use. YouTube is another story.

Yahoo is on a mission to emerge from the perception that it is a dinosaur of the Internet. The above numbers are a good sign, as is the the Tumblr acquisition, but the company is also undergoing a rebranding process. We’re currently in the middle of a period in which Yahoo is testing out a different logo every day before it assesses feedback and ultimately chooses a fresh look.

A regular point of criticism against the company is that that they have the traffic, but aren’t monetizing it well enough. Well, they’re working on it. It didn’t take long for more ads to hit Tumblr, for example.

A quarter of a million new blogs are being set up each day on Tumblr, Mayer said on a recent earnings call. She also hinted at pending Tumblr integrations into Yahoo products. Daily active users were up 120% across mail applications, she said.

The company recently announced new ad formats Рstream ads in the Yahoo News stream, and a billboard ad on the homepage. Yahoo has also been increasing its content partnerships with brands like ABC News, CNBC, Cond̩ Nast, Broadway Video, and NBC.

Yahoo’s lead as the top U.S. web property should be considered a big deal to advertisers, plain and simple.

Businesses in general should also take note, and consider ways to reach this enormous audience. Google certainly has the search market share, but there are still a lot of people searching with Yahoo/Bing. Yahoo Mail is clearly still a big portion of the email market, and Google is only making it harder for marketers to get their messages seen in Gmail.

196.6 million people (remember, that’s just the U.S. audience) is a lot of traffic, and traffic on the web flows. Not all of it, but some of that is going to flow to other businesses like yours if you make the efforts to take advantage of the opportunities where they’re presented, whether that be search, mail, shopping, or wherever.

You might want to take a look at what Yahoo offers at its Yahoo Small Business site, which includes domains, email, hosting, ecommerce, advertising tools, APIs and other resources. Here’s a list of Yahoo’s sites and services. When was the last time you considered how you could take advantage of what Yahoo has to offer on the web? The fact that Yahoo is the top web property should be a wake up call.

Do you plan on re-evaluating your online strategy in light of Yahoo’s impressive numbers? Are you already seeing benefits from Yahoo? Let us know in the comments.

Image: World Economic Forum (Flickr/Wikimedia Commons)

  • http://mantras4sucess.com/ Ashwani Gaat

    Amazing fact you shared about yahoo and google./…

    • http://smartadsensealternatives.com Dave

      The internet would be a lot better if Yahoo had their own search engine again. All eyes are on google and it would be great for the who cage to be rattled.

  • http://www.mrtechnique.com Tom Nguyen

    Now if Yahoo can just break away from Bing and have their own search engine again…

    • Steve B

      Yes, I agree. I think it would be beneficial to the Internet economy if the search landscape was more competitive. Keep everyone in line. I’ve been a Google supporter for a long time, but I think they have gained too much power. And this power/money is getting to their products.

      • Mary

        I agree Steve I seen the greed coming… They want you to pay for something we can do on our own with out paying per click!! I have always loved Yahoo and have used them for 15 years for all my websites! I really was upset when they talked about not showing the URL in search in Google, this was just a way for Goggles to get you to pay!! That just leaves the door wide open for cyber squatters trying to pose as you!

  • http://2753productions.com/ ScottM

    Hahaha! Wow, like that really means anything though? I mean that respectfully too, by the way.

    Yahoo may still be one of the “Big Guys on the Internet Block” but they really don’t mean anything to a business – at this stage in their “reemergence” for searches. Yahoo is so convoluted and messed up they can’t even secure their email correctly – that is why provider after provider after provider – and customer after customer (I think you get the picture) are dropping their email service due to the inherently poor security in Yahoo Accounts!

    Sure, Yahoo is buying just about everything they can get their hands on lately – Tumblr recently as a matter of fact. But they don’t even have their own webmaster tools – instead teaming up with Bing to provide that service. Bing also brings a whole PLETHORA of problems to the webmaster tools table with their inability to be consistent in reading standard XML sitemaps. Consistently giving errors to many people’s sitemaps week after week after week, making some people have to keep “resubmitting” their sitemaps.

    As a matter of course for my own website and for my web customers, I do track the major search engines for SEO, and both Yahoo and Bing are so inconsistent that it is not even funny!

    If you, as a business owner want to rank and be found by your customers then you MUST be found on Google. Yahoo is making a comeback, sure, but they are not even close to being in the ballpark yet!

  • eggsonthesmile

    Upon contemplating a fart, one must consider, in all seriousness eloquence, demeanor, and attention to the basics. Hold your arms akimbo, concentrate with furrowed brow, and arch your buttocks just so. Style personified.

  • http://www.american-best.com Ryan Dye

    I’m a daily Google user, but it’s good to see Yahoo making a comeback. Articles like this remind me that we need to make sure our business websites are optimized for Bing and Yahoo as well.

  • http://janattila.myfunlife.com Jan Attila

    Interesting chart overall. Bookmarked, thanks!

  • S Davis

    You are right on ScottM! Had my small business website online now over 10 years and without fail, every year register it (pay the $300) with YAHOO and it gets me nothing ~ my stats prove it. Only when GOOGLE emerged several years ago and began indexing my site and crawling it regularly did my BUSINESS take off and soar. Even after 10+ years of registering with them YAHOO has yet to find me and put me in their search results! ?And I’m supposed to change my strategy now just because some study ranks them on top in terms of traffic?!
    Traffic is worthless unless it generates revenue ~ YAHOO traffic is simply “lookers” not “bookers” = worthless!

  • http://www.stanchionmasters.com Stanchion Masters

    Yahoo may be receiving more traffic but, unfortunately, most people still use Google to do their search. My analytics still show over 65% of my traffic comes from Google and I have great rankings for all of my sites in Yahoo.

    Also, Yahoo and Bing seem to be following Google with favoring large corporate sites and big box retailers. Yahoo and Bing have yet to bury affiliate marketers like Google did but it seems they may be on path to do so.

  • Steve B

    Marissa Mayer must be doing something right. I’ve seen a lot of changes happening at Yahoo and I would assume their revenues have been going up as a result.

  • http://newscanada-network.com/ jadtechnic

    IT’s not a big suprise to me really as I follow search and such on my site one things started to stand clearover the last 90 day most of my more ane more of the searches thst lead to hit on my site were coming from 75% Yahoo & Bing at this point, they are refered by either search from yahoo or bing or Direct link from yahoo a big part I beleive is the Yahoo face book news AP since I have a News site ..

    The other 2 sites makeing a huge differnece in the site use is STUMBLE and NEWS360 for a while stumble got so low I didnt concider it worth the effort News 360 and paper.LY are reader that draw attention well ..

    any how in the last 90 Days when my site gets article that are trending on Search yahoo seems to be where they are being found ..

  • Non US

    Love how you put (in the U.S.) in brackets – almost like a realisation that – YES – “there ARE other countries in the world besides America. Oops. I nearly forgot that.”

    • http://www.webpronews.com/author/chris-crum Chris Crum

      Wait, what? Other countries?

  • http://www.adovationz.co.nz Digmen1

    Very interesting article.
    Yes we need to think where people spend their time.
    They only use Google to search.

    Here in New Zealand our trading banks score very highly, why not in the USA ?

  • https://www.tipsinablog.com Danny

    Interesting list there, Chris.

    I have not heard all that much about Yahoo lately, and I guess that may be due to everything we do online being so Google orientated.

    Like a very large number of people, if there were a workable alternative to Google for smaller “non mega corp” sites, I was realign my focus in that direction.

  • http://uol.com.br peq42

    i cant wait to see the website uol(.)com(.)br in the top 10 rank

  • http://figyu.com Attilka

    Bing and Yahoo webmaster tools are joke.They should be separate.

    • Phil Perry

      How much does Google pay you to post their propaganda here?

  • yosri

    With all the Google updates and exclusion, Google are scaring the webmaster and user no longer can find relevent result. Way to go Yahoo.

    • Phil Perry

      Yosri is right, and here’s what webmasters and SEO specialists should do about it: IGNORE GOOGLE BECAUSE THEY CHANGE THE RULES AND MOVE THE GOALPOSTS TO SUIT THEIR EVIL AGENDA.

      Just one example of how Google has deliberately pulled the rug out from under webmasters and SEO specialists — for over a decade Google encouraged link building between sites. Webmasters put a huge amount of work into that stupid effort only to have Google declare (with its treacherous Penguin update) that unnatural links would be penalized even though they wouldn’t define what they meant by that. Result? Over a decade of work by webmasters all over the world was destroyed. I have no doubt they were uncontrollably rolling on the floor laughing at all the schmucks who got suckered and had their search traffic from Google collapse. HEY GOOGLE – IT’S PAYBACK TIME BUDDY!!

  • http://mantras4sucess.com/ Ashwani Gaat

    Yahoo and bing search engines are very poor….

    • Phil Perry

      Not in my experience. The poor one now is Google with all its rigged results favoring deep pockets.

      By the way, are you perhaps paid by Google to post here? I can’t see any other motive for what you wrote.

  • Phil Perry

    This was not supposed to happen for 2-3 years according to Google’s strategic planners. Those 2-3 years were supposed to be used to consolidate their advantage and “cement over” their opposition, but they blew it very badly.

    It reminds me of one of those freak things that sometimes happen in baseball like the top firstbaseman in the National League blows a real simple underhand toss from the pitcher which would have won the Wolrd Series, but the ball somehow goes between his legs and, by the time he finds it, the opposition had scored two runs and won the Series in a come from behind victory.

    Stated concisely, the pro blows a play a even little leaguer would find easy.

    Google commited suicide amazingly quickly and they are now taking on lots of water and sinking. First of all, they made a LOT of powerful enemies quickly with their treachery in the search engine field. Secondly, their search results are now like a catalog of items for sale, NOT what people want, so people are leaving them in droves.

    Also, Matt Cutts (Google management’s Chief Toadie) is an obvious slimeball, sold on himself, and completely untrustworthy. I recommend ignoring Google because they take money stolen by corporations from the public assisted by government , launder it, add salt, stir, and then use it to tilt the playing field and put red ants in the manager’s pants.

    So, yahoo for Yahoo! Let’s play fair now boys! Cutts, in the back row of the class raises his hand and chimes in, “See! I told you you were FOS!”

  • http://www.careerdice.in/ careerdice

    Hello Everyone,
    I think economic system is very competitive But yahoo is helping for in the competitive environment. In this environment many search engines but no more or no less competition comparison to Google.

  • http://www.alexoludiya.com Alex

    If they can keep this up then more attention will be paid to them.

  • http://blueflux.eu Martin Hookem

    I always like to see an alternative and a different approach. For that reason, I try out the other search engines every now and then. However, it’s Googles’ search algorithms that work well and show me what I need to find without trying several different search terms. You can’t deny that it works really well and all those countless hours of working out how to make it happen have paid off. Show some respect, and likewise for anybody else that’s shows how good they are in whatever they’ve done. Google are in a position to show some responsibility. But I’m sure they won’t be held responsible for someone else’s mistakes and bad judgement.

  • http://1881.dk Jesper

    Yahoo! needs to go their own way, away from Microsoft and Bing, if the plan on getting the SE domination back.

  • http://www.ahprinters.com A & H Design 2 Print + Web

    Nice article Chris, and I agree with Jesper, Yahoo needs to pull away from Bing & Microsoft

  • http://www.seventhman.com/ Shaleen Shah

    While these figures look great, I wonder what the bounce rate is.. Are users finding Yahoo to be more user-friendly than the rest? Then, there’s the internet for everyone recently making a buzz, thanks to Facebook’s founder. Can’t wait to see who will win the race to the top.

  • http://guitarsimple.com Alvaro Avila

    If this was true how do you explain the fact that my website is in the first page of results of Google, Yahoo and Bing and 20.000 visits come from Google and 300 from Yahoo ?

    • Phil Perry

      We explain that by pointing out that shills for Google post here to distort our perception of public opinion. Yet another tilted, phony playing field from the company that “does no evil.”

  • http://seo.net.gr Chris

    Great news. I really hope to see Yahoo having a bigger role in the search engine area too. We should all help them and start visiting Yahoo se more often! I also think that Marissa Mayer will play a very interesting role in the overall performance and the comeback of the company in the near future.

  • http://thewordpro.com Sandy Ketcham

    I would like to see the stats on how Yahoo stacks up against Google as a Search Engine. I think what was being measured in this study may mislead people. Most people still use Google as their search engine. Not that I wouldn’t like to see some healthy competition.

  • tim

    GOD, how they haven’t come up with their own browser yet is beyond me. Lock all those Yahoo users and coming to use their own browser. Right now Google is getting them.

  • Leroy Powder

    The advice to check out Yahoo Small Business is awful.

    We used them–our site was down multiple times a day, tech support was uncaring and ineffective (if they talk to you, they close the ticket–whether or not the problem was solved).

    On another site I owned, Yahoo began intermittently showing a months old copy of the pages, changing the underlying code. Tech support had no idea why. We’re running from these neophytes.

  • Erwin

    Does anyone know if comScore Media Metrix includes the billion clicks by PO’d Yahoo Mail users in their totals?? These customers are just trying to get and send their e-mail which is now nearly impossible. They are so angry that any ads displayed may get negative results for the advertisers just by being assosiated with the Yahoo Mail “upgrade”.

  • http://stlouisseozone.com Dan

    In my experience Yahoo searchers convert better than Google ever has. They also stay on site longer than Google searchers do. Competition is good for all of us. Hopefully Yahoo keeps making it better to give Google a run on the search side of the business.

  • Jim Heinzen

    Amazing fact you shared about Yahoo, Google and Bing

  • Karen W.

    This might mean something to Yahoo stockholders but to my business it means NOTHING.

    Search is what matters to my business not the amount of visitors or page views Yahoo gets.

    When I was on the first page of Google for most of my terms my site was pulling in $1.2K a month now that Google has dropped most of my pages to pages 2 4 or 6 my site is down to $300 a month.

  • http://coachingpositiveperformance.com Carthage

    I don’t think there is any need, at this point, for people to change their SEO strategies. Competition is good as it stops one company from having total control. I wouldn’t know the last time I used Yahoo for a search, and the traffic I receive from them is minimal but I do think that Google has been too dominant.

  • http://www.lerentech.com Lerentech

    For SEO, Google still owns about 67% of search, with Yahoo at about 7-10% I believe. Though more traffic because of their content push might help grow that. As an SEO, I still prefer Google for my searches and for getting clients higher in rankings.

  • Manish Chauhdary

    i m happy from this news…because Google always hurts my client traffic and Google Key Phrase ranks.

  • Manish Chauhdary

    i m happy from this news…because Google always hurts my client traffic and Google Key Phrases ranks.

  • http://www.aboutdevice.com AboutDevice

    Really I am really surprise with this observation. I hope to improve with my website.

  • ria jodrie

    thats sad that, with it’s government funding, and android links, google still loses to yahoo

  • Shrikant

    very nice article, Yahoo is all time high.