Calling All Search Marketers We Need Yahoo!

In the world of internet marketing it would seem the two giants, Yahoo and Google are forever going head to head, especially over search engine advertising. Like two handsome twin brothers, they started out on the same platform yet split off from each other during their evolution to become powerful rulers of the internet kingdom. The billions of dollars Google has amassed from its PPC (pay-per-click) program was enough to make the whole world take notice.

But with great power comes great responsibility and with every yin comes a yang. The surge of Google’s success has not come without its problems. As has been seen within the past year, Google’s troubles with click fraud caused the usually vocal and jovial company to clam up and say mum’s the word on the level of fraud that seemed to be eating away at the company’s golden child. All Google would say publicly is that they were ‘working on the problem’. Unwilling to elaborate any further, the ominous silence spoke volumes and it seemed that Google’s premiere program may not have been all it was cracked up to be.

As has been seen throughout history with a number of empires, rock stars and Hollywood child actors that grow to fast too soon, the future of the Google Empire is at a perilous apex. Will there be a way and enough time to tip the scales and bring the company back from the edge or will it all tumble over the rim as these cases often seem to go? If the past has taught us anything, it’s that more often than not history repeats itself, and that the formula seems to be the higher the glory, the harder the fall, leaving an empire in ruins. The fact that Google has not been more forthcoming with information has a lot of the world holding its breath, carefully watching — and waiting.

What does this mean for Yahoo? Picking up the pieces will no doubt be the obvious task for the company but will Yahoo itself really be able to handle the backlash? The answer lies in the very different approaches and skills that the company uses to manage itself day by day from its competitor. While Google seems to use a more open approach to their business, the no-nonsense nature in which Yahoo handles its business is just what many say will put the company in the forefront of the changing internet marketing forum in the long run, regardless of what happens. The changing platform of Yahoo, from an innovator of technology to a media company, means the ability to develop deals with other surrounding media outlets will be just one of the many assets that gives Yahoo the edge over Google. Yahoo, as always, will continue to develop its technology but will now have this particularly positive aspect adding wind to its sails. Another plus say, analysts is that Yahoo, unlike Google, has already gone through its ‘awkward period’ and is much better able to handle diversity that comes from all angles. Yahoo has had the time and the ability to develop better relations with all levels of the internet community and its related aspects.

Nobody can know for sure which way the winds will blow but many do agree, as with all empires, Google is due to hit its wall. Many are able to see already that Yahoo’s by-the-book approach to business (plus it’s willingness to change and focus on its customers) will be what allows the internet giant its own long era of glory at the helm of the internet empire. And all of us internet marketers need Yahoo to thrive. Competition is good for everyone.

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