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Friday, July 20th, 2007

Yahoo Invests in Tyroo Media

According to InfoWorld, Yahoo announced Wednesday that it has purchased a 35 percent stake in Tyroo Media, an India based PPC internet advertising company which places ads on a network of around 1200 websites.

“Yahoo India has bought more than 35 but less than 50 percent stake in Tyroo for a significant amount and the tie up would help us cater to our international clients who want to advertise in India,” Yahoo India Managing Director George Zacharias told reporters.”

India offers a huge marketplace and its online presence is growing rapidly. It only makes sense for Yahoo to further tap into this market.

“Yahoo started its search-based advertising business in India about eight months ago and so far has a few thousand small advertisers, Zacharias said. There are millions of potential advertisers in India, which all the search companies and advertising networks are chasing, he added.”

While remaining independent, Tyroo and Yahoo will open up their back end systems so that advertisers will have access both networks.

According to a thread at the Search Engine Watch forums it is possible to get back into Yahoo Search after being banned by paying for reinclusion using Yahoo Search Submit. This news was released by a forum participant who noted that after being banned by Yahoo Search they made some changes to their website (to address the issues) and were denied reinclusion. In response they chose to try using Yahoo Search Submit after which they were pleasantly surprised to see they were miraculously reincluded into Yahoo’s organic results. Is it really this easy to buy a spot in Yahoo? Read more…

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Wednesday, June 6th, 2007

How Safe is Your Search?

Roughly 4 percent of all search results display links to potentially dangerous websites, according to a report published by McAfee’s SiteAdvisor, on Monday. The report notes that Yahoo results are the riskiest with AOL leading the pack as having the safest results.

Over the past year, both organic and sponsored links have seen an increase in safety, however, the biggest change is seen within sponsored listings. On average the number of risky links declined from 8.5% in May 2006, to 6.9% in May of this year. Organic results saw a drop from 3.1% down to 2.9%. Read more…

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Tuesday, June 5th, 2007

Yahoo's Quality Based Pricing

The new quality based pricing system being rolled out by Yahoo will allow advertisers to enjoy reduced click charges based on ad relevance and quality.

Yahoo announced in a mass mail out yesterday the launch of Quality Based Pricing. Discounts will be automatically applied to an advertisers account based on conversion rates and other measures. The roll out of the system has already begun as of yesterday.

There is nothing you need to do to receive this discount, simply continue creating quality relevant ads for your campaign, and assuming the quality is high enough you will start to see some reduced costs.

For more information visit the Yahoo Search Marketing Help page for Quality Based Pricing.

If you are currently using long descriptions for your Yahoo Ads, be warned that effective this June, the short description option will be the only way to go.

Until end of day today, advertisers have had two options for ad copy; short descriptions utilizing a 70 character limit, and long descriptions providing up to 190 characters. As of June 2007, long descriptions will be eliminated, and those who are unprepared will see their ad copy truncated with an ellipsis. Read more…

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Wednesday, May 30th, 2007

Panama Launches in Europe

The US and Canada have had access to the new Panama platform for some time and now advertisers in Europe are able to use the new version, just launched this week.

There have been many comments on the new system on both the positive and negative side of things, but hopefully most of the initial issues that plagued US users have been corrected in time for this launch.

When it first launched in North America, Panama caused chaos for some advertisers when the transition saw ad campaigns completely shuffled about. Some key phrases were lost, where others were moved into different groups and some groups disappeared entirely. While not everyone had issues with the account switch, there was plenty to be said in the forums regarding the changeover. (see “Yahoo Panama Pros and Cons, and Part 2“)

Hopefully Europe will see a smoother transition into the new system with the correction of some of the known bugs. Currently, Google has approximately 70-80% market share for search in Europe.

In a failed attempt to grab a substantial portion of market share from auction leader eBay, Yahoo is closing its auction doors forever. Yahoo Auction will be shut down in order to “better serve our valued customers through other Yahoo properties.”

According to comScore, eBay holds roughly a 94% share for online auctions where Yahoo falls way short at 0.2 percent. Read more…

This week the search world has been rampant with news of buyouts and related rumors. Here is a snapshot of the events of interest:

  1. The Dow Jones is up for sale and rumors started by a connected analyst state that Google may be interested. I say “don’t hold your breath.” This is likely a tall tale. Here is another article from Bloomberg: “Dow Jones Holders Say Murdoch Bid May Trigger Auction (Update4)Read more…

Reputable sources say Microsoft has reopened negotiations with Yahoo to purchase the company or work with it in some way. Last year the same talks were going on but Yahoo’s Terry Semel said his “impartial advice to Microsoft is that you have no chance,” Mr Semel said. “The search business has been formed.” The talks ceased and I was not expecting them to restart so soon.

The Wall Street Journal estimates Yahoo’s value at 50 billion… is Microsoft really that eager? Apparently they just might be and it is likely a direct cause of their thwarted attempt to secure DoubleClick before Google did. Tired of being a follower I expect Microsoft will be making some very tempting offers to Semel this time around.

Okay, now it is time for what is likely to get a few people charged up. “YES PLEASE” is my way of saying that I hope the merger goes ahead because it will provide some shake up in the search engines – something I feel is much needed. It also helps that I have very little reason to believe Microsoft will add value to Yahoo which will hopefully will create a void for a newcomer.

What is your thought on this? Would you be all for a merger or against?

This morning Search Engine Land released details of a “robots-nocontent” tag that has just been adopted by Yahoo. The tag will allow site owners to block portions of a page from searches. This means that blocked content will still be indexed by Yahoo!’s search engine spider but it will not be among the searchable content at Yahoo.

What would be the purpose of such a robots-nocontent tag? Perhaps you have a few paragraphs of generic content duplicated across several pages of your website and you are suspicious the dupe content is hampering rankings. In this case you can now block that specific content from searches and test your assumptions. It remains to be seen how well this tag will work but it is always favorable to have more tools in the optimization tool chest.

Implementation
The new tag must be included as a “class” in these exact words “robots-nocontent” and can be included anywhere in the page. If wide areas need to be blocked then simply use DIV tags to encapsulate the content.

Additional notes:

  • At this time it is not known if any other search engines will follow suit.
  • Yahoo has provided official word of this launch on the Yahoo Blog.