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Sean Carloswww.antezeta.com/blog
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?
Sean Carloswww.antezeta.com/blog
2
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
Sean Carloswww.antezeta.com/blog
3
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
Sean Carloswww.antezeta.com/blog
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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
Sean Carloswww.antezeta.com/blog
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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
Sean Carloswww.antezeta.com/blog
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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
Sean Carloswww.antezeta.com/blog
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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/
Sean Carloswww.antezeta.com/blog
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Keyword Research
Sean Carloswww.antezeta.com/blog
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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?
Sean Carloswww.antezeta.com/blog
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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?”
Sean Carloswww.antezeta.com/blog
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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.
Sean Carloswww.antezeta.com/blog
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● What to do now install additional tracking code for alternative
system back up historic data
● Save reports / export report data
Sean Carloswww.antezeta.com/blog
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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!
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