April 21 news, according to foreign media reports, through the renewed search cooperation agreement with Microsoft, Yahoo has gained greater flexibility in search algorithms and design. The question then comes: How does Yahoo use the newly acquired flexibility?
"Ad Age" reported that "according to the newly renewed agreement, Yahoo and Microsoft are no longer exclusive partnerships on the desktop and mobile search. This means that Yahoo can cooperate with companies that have search engines such as Google, Facebook or Amazon. Search results pages contain their search results."
However, industry insiders suspect that Yahoo will reach similar search cooperation agreements with Other companies. Although well-known for its mergers and acquisitions, Marissa Mayer is a product-oriented chief executive, and that's why she's on the Yahoo board. Her innate ability to develop well-designed Web services without affecting the user experience is invaluable for Yahoo, especially in the search business transformation process.
In the early 2000s, Yahoo was a big player in the Internet, and Google was only a junior. The main reason Yahoo was defeated by Google in the competition is that it relied too much on directory listings rather than search engines.
Yahoo started using Google search technology in early 2000 and even listed Google as a major search engine provider. Once aware of the value of search, Yahoo began to aggressively acquire and enhance its talent pool in search technology.
But everything is already too late. Google has succeeded and Yahoo has fallen behind. 15 years ago, if you want to challenge Google, Yahoo and Microsoft must join forces. Now, the cooperation between the two parties is no longer important, because the number of advertisements released by Yahoo-Bing Network is not enough to trigger the emergence of automatic advertising. Auto-purchased ads can reach over 90% of desktop and search advertising audiences. Competitive technology made the Yahoo-Bing Alliance lose its meaning overnight.
Therefore, Yahoo no longer tries to reach an agreement with other companies because no company can make Yahoo search business successful overnight. Mayer knows this because she has worked with the best data scientists and software engineers in the field for a long time. So, what are the choices for Meyer?
The development of contextual search algorithms is both disruptive and sufficient for users to return to Yahoo. CNN has reported that Mayer said at the technology conference held by Goldman Sachs that she is still excited about the possibility of search, especially contextual search, to Yahoo. "We will be engaged in the search business for a long time." Search is antique and will never be outdated."
By modifying the algorithm to provide better search results, Yahoo can re-attract some users to use its search platform. The research and development of disruptive search technology can promote the substantial growth of monthly active users, driving up advertising prices and revenue.
It is undeniable that Yahoo does not only have market share issues. The low frequency of users visiting search engines indicates that activity is declining. Even if market share rises, the number of advertising images that can be used to generate revenue will decrease. This also shows that Yahoo needs to rekindle the enthusiasm of netizens when they first started using search technology. Google is initiating the initial enthusiasm of netizens through cooperation with companies such as Twitter. This should increase the searchable content.
Regrettably, Yahoo still lags behind in terms of market share. To reverse the downturn in search business, Yahoo needs more than just acquisitions and cooperation. Investors should pay close attention to changes in Yahoo's core search business and improve the ability of mobile applications to be active.
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