Yahoo Search Marketing Tools at Risk with Microsoft-Yahoo Agreement
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Yahoo Search Marketing Tools at Risk with Microsoft-Yahoo Agreement

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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 ...

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.

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Yahoo Search Marketing Tools at Risk with Microsoft-Yahoo Agreement Presentation Transcript

  • 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