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We recently discussed Firefox’s plans to make Yahoo! its default search engine on the toolbar many users rely on. Well, it’s 2015 and the change has taken effect. But how has the new partnership impacted Yahoo! traffic, if at all? And more importantly, what does this mean for your website and online marketing plan in general?
As expected, the change hasn’t taken away a significant amount of traffic from search engine powerhouse, Google. But that doesn’t mean it hasn’t made a difference. The move has brought enough traffic to Yahoo! that small business owners should stop and take note of their digital marketing efforts to make sure they’re including the less dominant search engine in their plans. Here’s what we’ve seen since the change officially took effect:
- Yahoo! has seen a market share gain in the U.S., achieving its highest search share since 2009. While Yahoo!’s search market jumped by 2 percent, Google’s dropped to 75.2 percent—the lowest it’s ever been according to web analytics company StatCounter.
- Traffic coming into Yahoo! through Firefox has increased from 12 percent in early December to around 30 percent by the end of the month.
- A report by StatCounter found that as users upgraded to Firefox 34, the percentage of those using Google for search dipped from 82.1 percent to 63.5 percent.
But Are Users Switching Back?
This is the big question. Although Firefox has made Yahoo! the default provider in its search bar, users do have the option to switch back to Google. Data indicates that the more tech savvy user, the user who likely downloaded the update before it was pushed out, is likely to switch back, while the less technical user is more likely to stick with what’s already there. Consider who your prospective clients are when you’re thinking about how this might impact you.
What This Means for You
When it comes down to it, all that really matters is how this change will impact you. Here’s the answer: it will, and it won’t. I know that’s confusing, so take a step back with me. In terms of paid clicks, the deal is expected to move around two percent of clicks from Google to Yahoo!. Obviously, this isn’t a lot, and with many advertisers preferring the Google platform for presenting ads, it’s unlikely that this number will grow very much in the future—though it’s still worth testing PPC on Yahoo! to bring in that extra traffic.
In terms of organic search, it becomes more important not to neglect your Yahoo! campaign. Fortunately, many of the techniques you already use to optimize for Google—like having high quality content on your site, relevant keywords and geo-modifiers, and avoiding spammy links—also apply to Yahoo! optimization. There are also several ways you can specifically target Yahoo! traffic, such as by signing up for Yahoo! Local, but you can read more about the specific methods in our previous post.
Maximize Your Online Real Estate by Optimizing for Yahoo!
It’s clear to see that Yahoo! won’t be replacing Google as the search engine of choice any time soon. But the new Yahoo! toolbar for Firefox is still accounting for an increase in traffic, making optimizing for Yahoo! important if you want to get the most leads and sales you possibly can from the web.
At Blue Corona, we are experts in search engine optimization (SEO) for both Yahoo! and Google and can help you get the most from your web presence with an overall marketing campaign to maximize your web presence.Let us manage your digital marketing campaign so you can focus on running your business—fill out the form below to get started with a free analysis.
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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