Dan Thies Answers

What is going to happen when Yahoo starts using Inktomi results? Best Regards, Shawn Smith http://www.neworleansemarketing.com Shawn: Since Yahoo hasn't made any announcement, I'll have to give you my best educated guess. Let's start with a little background. Before they went to an all-Google search last fall, Yahoo had two types of search: "web sites" and "web pages." The "web sites" search was a search of the sites that were listed in the directory, and "web pages" was Google. If there were "web site" matches, you saw that first. The problem was that they were only searching the titles and descriptions, and the results weren't very accurate. This lead users to stop relying on Yahoo search, and move on to Google or MSN instead. Very bad for business! The switch to all-Google results was like putting a band-aid on the wound. Now the results are relevant, and more users are sticking with Yahoo search. The downside is that the Yahoo's directory listings are not given the prominence they once had. I believe that Yahoo will use the Inktomi technology to remedy this. So, here's what I think will happen.... Yahoo will have Inktomi crawl every site that has a listing in their directory, and provide "web site" matches based on an Inktomi search of the *contents* of listed sites. This search will drive the primary results for the Yahoo search engine, followed by "web page" matches from Google. This will have three effects.... First, the directory listings will become more valuable, and people will feel better about paying $299 a year for a Yahoo listing. Second, the primary Yahoo search results will become unique again (which is good for business), but they will be far more relevant than the old "web site" results. Third, a Yahoo listing will have the added value of guaranteeing that the site is also listed in Inktomi. Whether this "irresponsible speculation" comes true or not, we'll have to wait and see. This is what I would do, if I owned Yahoo today. Their directory has incredible value, and they are not making the most of it right now. The Inktomi acquisition has to be more about adding value to the Yahoo portal, than about owning the #2 search engine. Dan Thies is a well-known writer and teacher on search engine marketing. He offers consulting, training, and coaching for webmasters, business owners, SEO/SEM consultants, and other marketing professionals through his company, SEO Research Labs. His next online class will be a link building clinic beginning March 22