What is going to happen when Yahoo starts using Inktomi results?
Best Regards,
Shawn Smith
http://www.neworleansemarketing.com
Shawn:
Since Yahoo hasn't made any announcement, I'll have to give you my best
educated guess. Let's start with a little background.
Before they went to an all-Google search last fall, Yahoo had two types of
search: "web sites" and "web pages." The "web sites" search was a search of
the sites that were listed in the directory, and "web pages" was Google. If
there were "web site" matches, you saw that first. The problem was that they
were only searching the titles and descriptions, and the results weren't
very accurate. This lead users to stop relying on Yahoo search, and move on
to Google or MSN instead. Very bad for business!
The switch to all-Google results was like putting a band-aid on the wound.
Now the results are relevant, and more users are sticking with Yahoo search.
The downside is that the Yahoo's directory listings are not given the
prominence they once had. I believe that Yahoo will use the Inktomi
technology to remedy this.
So, here's what I think will happen....
Yahoo will have Inktomi crawl every site that has a listing in their
directory, and provide "web site" matches based on an Inktomi search of the
*contents* of listed sites. This search will drive the primary results for
the Yahoo search engine, followed by "web page" matches from Google.
This will have three effects....
First, the directory listings will become more valuable, and people will
feel better about paying $299 a year for a Yahoo listing. Second, the
primary Yahoo search results will become unique again (which is good for
business), but they will be far more relevant than the old "web site"
results. Third, a Yahoo listing will have the added value of guaranteeing
that the site is also listed in Inktomi.
Whether this "irresponsible speculation" comes true or not, we'll have to
wait and see. This is what I would do, if I owned Yahoo today. Their
directory has incredible value, and they are not making the most of it right
now. The Inktomi acquisition has to be more about adding value to the Yahoo
portal, than about owning the #2 search engine.
