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Microsoft + Yahoo: What’s It All Mean?

Yahoo Search Marketing Tools:
      What's at Risk &
   How to Avoid Surprises
                SMX West

             Sean Carlos
                 4 March 2010
                     Sean Carlos         1
                www.antezeta.com/blog
                 sean@antezeta.com
Ju
Yahoo Announces Effective Exit                     ly
                                                        20
from the Search Engine Business                           09

●   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
                            Sean Carlos                        2
                       www.antezeta.com/blog
                        sean@antezeta.com
Uncertainties for
SEO & PPC Web Marketers
●
                                                SEO
    –   Source of free, if limited, link data
●

                                                SEO + PPC
    –   Keyword data from reliable source
●


    –   Site data from well regarded Web        SEO + PPC
        Analytics tool
●   No equivalent Microsoft solution available

                             Sean Carlos               3
                        www.antezeta.com/blog
                         sean@antezeta.com
Yahoo Site Explorer
Source of Competitive Backlinks




                    Sean Carlos        4
               www.antezeta.com/blog
                sean@antezeta.com
Yahoo       Today

 Up to 1000 inbound links to any page
 Data from               crawling
  infrastructure (fresh & deep)
 Data can be exported to spreadsheet
 Programmatic interface (API)
  –   Augment data with other sources, e.g. Alexa
 1000 links very limiting at times
 No anchor text, nofollow, authority info

                         Sean Carlos                5
                    www.antezeta.com/blog
                     sean@antezeta.com
After Outsourcing to                    ?

●            keeps it to demonstrate
    continued commitment to user search
                 not keeping self-service ad platform
●   Bing takes over Site Explorer
    engender goodwill from search professionals
            /msn removed support for link operators
        in March 2007
●   Site Explorer shuts down




                                                           e
                                                    je re
                                                         ur
                                                  on u
                                                      ct
                                                 C P
                           Sean Carlos                   6
                      www.antezeta.com/blog
                       sean@antezeta.com
Competitive Link Data Alternatives
Who'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 Carlos            7
                      www.antezeta.com/blog
                       sean@antezeta.com
Link Data
The 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 Carlos                 8
                             www.antezeta.com/blog
                              sean@antezeta.com
Link Data
The Search Engines
●   Other major search engines crawling web




    –   afaik, they don't offer back link data


                             Sean Carlos         9
                        www.antezeta.com/blog
                         sean@antezeta.com
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 trillion (10^12) mapping relationships (url
        pointing to url)
●   Fresh: “most of index crawled in last year”
●   Free basic data & reports for our domains
                             Sean Carlos                  10
                        www.antezeta.com/blog
                         sean@antezeta.com
●   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 Carlos               11
                     www.antezeta.com/blog
                      sean@antezeta.com
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 Carlos               12
                           www.antezeta.com/blog
                            sean@antezeta.com
Sean Carlos        13
www.antezeta.com/blog
 sean@antezeta.com
Keyword Research




                  Sean Carlos        14
             www.antezeta.com/blog
              sean@antezeta.com
 Free for YSM customers
 Attractive alternative to Google
  hegemony
 Yahoo 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 Carlos        15
                    www.antezeta.com/blog
                     sean@antezeta.com
 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 Carlos               16
                 www.antezeta.com/blog
                  sean@antezeta.com
●   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 Carlos                 17
                         www.antezeta.com/blog
                          sean@antezeta.com
●   What to do now
     install additional tracking code for alternative
      system
     back up historic data
       ●   Save reports / export report data




                               Sean Carlos               18
                          www.antezeta.com/blog
                           sean@antezeta.com
Thank you!

            Sean Carlos
   Web Marketing Training & Consulting


        www.antezeta.com/blog

        Tel: +1 617 765 0250 (US)
           +39 02 69 000 333 (Europe)
             Skype: sean-carlos
             Twitter: seancarlos
                     Sean Carlos         19
                www.antezeta.com/blog
                 sean@antezeta.com

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Yahoo Search Marketing Tools at Risk with Microsoft-Yahoo Agreement

  • 1. Microsoft + Yahoo: What’s It All Mean? Yahoo Search Marketing Tools: What's at Risk & How to Avoid Surprises SMX West Sean Carlos 4 March 2010 Sean Carlos 1 www.antezeta.com/blog sean@antezeta.com
  • 2. Ju Yahoo Announces Effective Exit ly 20 from the Search Engine Business 09 ● 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 Sean Carlos 2 www.antezeta.com/blog sean@antezeta.com
  • 3. Uncertainties for SEO & PPC Web Marketers ● SEO – Source of free, if limited, link data ● SEO + PPC – Keyword data from reliable source ● – Site data from well regarded Web SEO + PPC Analytics tool ● No equivalent Microsoft solution available Sean Carlos 3 www.antezeta.com/blog sean@antezeta.com
  • 4. Yahoo Site Explorer Source of Competitive Backlinks Sean Carlos 4 www.antezeta.com/blog sean@antezeta.com
  • 5. Yahoo Today  Up to 1000 inbound links to any page  Data from crawling infrastructure (fresh & deep)  Data can be exported to spreadsheet  Programmatic interface (API) – Augment data with other sources, e.g. Alexa  1000 links very limiting at times  No anchor text, nofollow, authority info Sean Carlos 5 www.antezeta.com/blog sean@antezeta.com
  • 6. After Outsourcing to ? ● keeps it to demonstrate continued commitment to user search  not keeping self-service ad platform ● Bing takes over Site Explorer engender goodwill from search professionals  /msn removed support for link operators in March 2007 ● Site Explorer shuts down e je re ur on u ct C P Sean Carlos 6 www.antezeta.com/blog sean@antezeta.com
  • 7. Competitive Link Data Alternatives Who'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 Carlos 7 www.antezeta.com/blog sean@antezeta.com
  • 8. Link Data The 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 Carlos 8 www.antezeta.com/blog sean@antezeta.com
  • 9. Link Data The Search Engines ● Other major search engines crawling web – afaik, they don't offer back link data Sean Carlos 9 www.antezeta.com/blog sean@antezeta.com
  • 10. 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 trillion (10^12) mapping relationships (url pointing to url) ● Fresh: “most of index crawled in last year” ● Free basic data & reports for our domains Sean Carlos 10 www.antezeta.com/blog sean@antezeta.com
  • 11. 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 Carlos 11 www.antezeta.com/blog sean@antezeta.com
  • 12. 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 Carlos 12 www.antezeta.com/blog sean@antezeta.com
  • 13. Sean Carlos 13 www.antezeta.com/blog sean@antezeta.com
  • 14. Keyword Research Sean Carlos 14 www.antezeta.com/blog sean@antezeta.com
  • 15.  Free for YSM customers  Attractive alternative to Google hegemony  Yahoo 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 Carlos 15 www.antezeta.com/blog sean@antezeta.com
  • 16.  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 Carlos 16 www.antezeta.com/blog sean@antezeta.com
  • 17. 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 Carlos 17 www.antezeta.com/blog sean@antezeta.com
  • 18. What to do now  install additional tracking code for alternative system  back up historic data ● Save reports / export report data Sean Carlos 18 www.antezeta.com/blog sean@antezeta.com
  • 19. Thank you! Sean Carlos Web Marketing Training & Consulting www.antezeta.com/blog Tel: +1 617 765 0250 (US) +39 02 69 000 333 (Europe) Skype: sean-carlos Twitter: seancarlos Sean Carlos 19 www.antezeta.com/blog sean@antezeta.com