Yahoo Search Marketing Tools at Risk with Microsoft-Yahoo Agreement
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Sean Carlos www.antezeta.com/blog [email protected] 1 Yahoo Search Marketing Tools: What's at Risk & How to Avoid Surprises SMX West Sean Carlos 4 March 2010 Microsoft + Yahoo: What’s It All Mean?
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With the Microsoft-Yahoo Search Alliance agreement, the future of many Yahoo Search Marketing tools, such as Site Explorer and Yahoo Web Analytics, is unclear. This presentation from SMX West looks at the tools concerned and alternatives.
Transcript of Yahoo Search Marketing Tools at Risk with Microsoft-Yahoo Agreement
Sean Carloswww.antezeta.com/blog
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Yahoo Search Marketing Tools:What's at Risk &
How to Avoid Surprises
SMX West
Sean Carlos
4 March 2010
Microsoft + Yahoo: What’s It All Mean?
Sean Carloswww.antezeta.com/blog
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Yahoo Announces Effective Exitfrom the Search Engine Business● Microsoft (Bing)– provides development & management of
search engine results technology– provides search & content network ad
platform– manages relationship with all but elite group of
advertisers● Yahoo– for Yahoo properties, provides user interface
on top of Microsoft Bing data
July 2009
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Uncertainties forSEO & PPC Web Marketers●
– Source of free, if limited, l ink data●
– Keyword data from reliable source●
– Site data from well regarded Web Analytics tool
● No equivalent Microsoft solution available
SEO + PPC
SEO
SEO + PPC
Sean Carloswww.antezeta.com/blog
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Yahoo Site ExplorerSource of Competitive Backlinks
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Yahoo Today
Up to 1000 inbound links to any pageData from crawling
infrastructure (fresh & deep)Data can be exported to spreadsheetProgrammatic interface (API)– Augment data with other sources, e.g. Alexa
1000 links very limiting at timesNo anchor text, nofollow, authority info
Sean Carloswww.antezeta.com/blog
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After Outsourcing to ?
● keeps it to demonstrate continued commitment to user search not keeping self-service ad platform
● Bing takes over Site Explorerengender goodwill from search professionals /msn removed support for link operators
in March 2007● Site Explorer shuts down
Pure
Conjecture
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Competitive Link Data AlternativesWho's Crawling the Web?
● Task is immense - few are up to it– 300+ bln web pages to crawl
● Crawling dimensions– breadth (# domains, geographies)– depth (%pages/domain)– freshness– history
● Tool quality is conditioned by data source!
Sean Carloswww.antezeta.com/blog
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Link DataThe Search Engines● Yahoo Site Explorer is most generous● Bing & offer data for our sites– Enable webmaster dashboards
● offers link: operator– Only shows a subset of links knows
● Misleads lots of folks not in the know
● Ask does not offer link data
Sean Carloswww.antezeta.com/blog
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Link DataThe Search Engines● Other major search engines crawling web
– afaik, they don't offer back link data
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MajesticSEO www.majesticseo.com
● Search engine project begun in 2004– link data released 2/2008
● Current (2/2010) DB has– 170 bln unique crawled pages– 1,474 bln unique urls (in pages crawled)– 6.5 tr i l l ion (10^12) mapping relationships (url
pointing to url)● Fresh: “most of index crawled in last year”● Free basic data & reports for our domains
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● Launched 10/2008 by seoMoz● Current DB is smaller than MajesticSEO– ~43+ bln pages– ~440+ bln links
● Data source & reliability not clear● Open Site Explorer is limited free interface● Free API, with restrictions– http://apiwiki.seomoz.org/SEOmoz-Free-API
Sean Carloswww.antezeta.com/blog
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Alexa
● An Amazon.com division, offers various internet data & statistics
● Powers Internet Archive Wayback Machine● Web interface offers simple reporting, 20
results / page, 5 pages max.– Replace <domain> with simple domain
● http://www.alexa.com/site/linksin/<domain>
● API, 15¢ / 1000 requests– http://aws.amazon.com/awis/
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Keyword Research
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Free for YSM customersAttractive alternative to Google
hegemonyYahoo is divesting itself of costly
technology & associated infrastructure: – search engine technology– search and contextual ad platform
What's the business case to keep Yahoo! Web Analytics?
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Dennis R. Mortensen, Director of Data Insights at Yahoo! (YWA):
“...don’t worry about YWA, what you (the industry) should worry about is; what is MS to do when not having a serious external pre- and post-click analysis and reporting tool they can give to their advertisers?”
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● Microsoft is obvious acquisition candidate doesn't currently offer WA platform advertisers now turn to Google for tool a generally free tool would be excellent
● source of web intelligence to improve search algorithms
● PR
adCenter Analytics (LiveMetrics) experience Microsoft suffers from a well documented
Internet attention deficit disorder.
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● What to do now install additional tracking code for alternative
system back up historic data
● Save reports / export report data
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Sean CarlosWeb Marketing Training & Consulting
www.antezeta.com/blog
Tel: +1 617 765 0250 (US) +39 02 69 000 333 (Europe)
Skype: sean-carlosTwitter: seancarlos
Thank you!
