In late January an interview with Susan Decker the Chief Financial Officer of Yahoo Inc suggested that Yahoo have given up in the battle for search engine dominance she stated It's not our goal to be No. 1 in Internet search. We would be very happy to maintain our market share."
As the recent Nielsen research shows 48.8% of searches in the US were made on Google so there is obvious evidence to back the belief that Google have won the search engine battle. However the war goes on.
We shouldn't forget that Yahoo switched from using Google technology for its searches to its own Yahoo search only two years ago, so it would be difficult for Yahoo to match Google's search algorithms which them selves are constantly evolving. It may also be accurate that Yahoo will never catch up if it continues to generate search results based on computer algorithms. However it appears that Yahoo is moving away from computer generated to human organised search results.
The trend in internet use is increasingly to visit sites that you know you like, and those that you know provide the information you want rather than search for a brand new site. If you want sports news you may got directly to bbc.com/news rather than search for "sports news football", for example. Trends also suggest that if someone else such as a friend recommends a site and you know they have similar tastes then you will visit that site. The idea of brining users together who have similar tastes to help each other navigate the web isn't a new one. One of the pioneers is del.icio.us. Del.icio.us enables the user to share their list of favourites with others. Another is Digg.com where users submit stories from around the web for others to view and rate if a page has a lot of "Diggs" it gains top place on the front page of Digg.com. Such sites enable people to find sites they are most likely to enjoy because someone with similar tastes also liked them. Users of the original Napster may remember a great way to find new music was by looking through the downloads of people who already had the songs that you liked, and this works in the same way.
Del.icio.us is now part of Yahoo and there are rumours that Digg.com will also be taken over by Yahoo. Flickr, an image sharing site is already part of Yahoo's stable and they are also working on their own tools such as Yahoo! Answers a service which allows you to ask questions which are answered by real people, and My Web 2.0 another bookmark sharing tool.
The slow move towards the "Social Search Results" by Yahoo differs from the path followed by Google who rely heavily on algorithms to decide which sites we would like to view most.
The question we need to ask our selves is do we want to navigate our way around the web based on what others think are great sites and create social networks along the way? Or do we want to navigate based on what computers believe we would like based on our previous likes and dislikes. My own anecdotal research suggests that social navigation is the path forward especially among people who are regular net goers. If this is the case Yahoo Inc is far ahead of the curve and will be ideally positioned to take advantage of the emerging trend.
Sources: Yahoo , Google, Digg.com, Del.icio.us, Bloomberg News
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