11/26/2008
Now that Google has backed out of its deal with Yahoo because of government resistance, the question arises: Who will save Yahoo? Some knight in red, green, blue and yellow armor?
The stats don't look good for anyone but Google right now.
- The number of U.S. searches on Google in October increased 8.1% from last year, to 4.8 billion .
It now gets 61.2% of U.S. search queries.
- Yahoo decreased 12% from last year, to 1.3 billion searches.
It has a 16.9% share.
- Microsoft searches dropped 19.0%, to 886 million.
It now has 11.4% share.
- AOL (surprise!) increased its number of searches by 14.5%, to 334 million.
A 4.3% market share.
Here's the chart:

But hold your overly romantic doggy back a second. ComScore wants to weigh in as well. Rather than looking at the change from a year ago, ComScore looked at changes since September. The results are slightly different. In an article titled "
Yahoo, Microsoft make gains in search'" CNET trots out the ComScore data:
- Yahoo search queries are up 9%, to 2.6 billion searches. Sure, that matches the numbers from ComScore -- plus or minus 1.3 billion.
- Microsoft gained 8% to 1 billion.
- Google grew just 7%. Article doesn't say what number of searches, but gives Google a 63.1% market share. Pretty close to Nielsen's percentage.
- AOL declined by 2%.
OK, I think these research firms get together in secret meetings with special handshakes and agree on the market share numbers, then make up the numbers for total number of searches to fit the data. Probably while smoking pot.
Either way, Google is so far ahead, Larry, Sergey and Eric could take a nap until January and they would dream of nothing but sugar plum ads.
The Motley Fool takes a more lighthearted approach to the news in
"Google laughs at Yahoo! and Microsoft." Fool Rick Aristotle Munarriz notes notes that Wall Street is predicting Google's revenues will grow 26% in the next quarter, while Yahoo's will decline by 2%, and the latter is a prediction made "with a big painted-on clown smile."
So we get to our question: Whither withering Yahoo? Munariz speculates Microsoft needs Yahoo: "If the software giant has any delusions of taking Google head-on without Yahoo, it's apparently nuts."
Microsoft ways it doesn't want Yahoo, just its search engine. Of course, since search ads account for the majority on revenues, that would kill Yahoo. Dead. Like a toy soldier.
But Microsoft and everyone else with a pulse seems to be looking at the wrong deal. Yahoo's search engine and Microsoft's search engines do fine compared with Google's. Their problem is that they don't show you the money. The search ads do.
I searched on "toy soldiers" on Google and got the 1991 film, songs by martika and Eminem on YouTube, the lyrics to the song, and finally, at number 7, a company selling toy soldiers. I don't know, mayber that's what people want when they search on toy solders.
But the ads, that's where you make the money, and Google seems to think people want the tin kind, not the musical kind. Two top ads and nine side ads from companies selling toy soldiers, with one selling tickets to the Nutcracker.
Same search on Yahoo: all the first page search results AND ads are for actual toy soldiers. Hmmm...
MSN LiveSearch: The movie, Maritka's song (from Wikipedia,) the definition of "toy soldier" on Wikipedia, and a bunch of sites about the kind of toy soldiers you can hold.
Ad results: A top ad for toy soldiers on eBay and one from a company selling toy soldiers, both repeated at the bottom of the search results. On the side, only one ad from somebody selling toy soldiers. The rest are for companies selling toys. No word on whether any of them are holding guns.
So Yahoo wins for most relevant ads and search results (unless, again, most searchers are looking for songs.) But nobody had ads to buy the CDs or download the songs.
What Microsoft needs is Yahoo's ad matching system, the service formerly known as Overture.
That, of course, would kill Yahoo.
So here's the obvious solution: Yahoo should license its search engine and ad system to Microsoft. That would increase ad revenues for both of them by reaching more customers.
Are you listening Mr. Ballmer? You're welcome.
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