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One wonders how Yahoo Search revenues keep growing even as Yahoo's search marketshare is in perpetual decline.


Then one looks at a Yahoo SERP and quickly understands what is going on.


Here's a Yahoo SERP test I saw this morning



I sometimes play a "spot the difference" game with my wife. She's far better at it than I am, but even to a blind man like me there are about a half-dozen enhancements to the above search results to juice ad clicks. Some of them are hard to notice unless you interact with the page, but here's a few of them I noticed...



 
Yahoo Ads
Yahoo Organic Results
Placement
top of the page
below the ads
Background color
none / totally blended
none
Ad label
small gray text to right of advertiser URL
n/a
Sitelinks
often 5 or 6
usually none, unless branded query
Extensions
star ratings, etc.
typically none
Keyword bolding
on for title, description, URL & sitelinks
off
Underlines
ad title & sitelinks, URL on scroll over
off
Click target
entire background of ad area is clickable
only the listing title is clickable

 


What is even more telling about how Yahoo disadvantages the organic result set is when one of their verticals is included in the result set they include the bolding which is missing from other listings. Some of their organic result sets are crazy with the amount of vertical inclusions. On a single result set I've seen separate "organic" inclusions for


  • Yahoo News
  • stories on Yahoo
  • Yahoo Answers

They also have other inclusions like shopping search, local search, image search, Yahoo screen, video search, Tumblr and more.


Here are a couple examples.


This one includes an extended paid affiliate listing with SeatGeek & Tumblr.



This one includes rich formatting on Instructibles and Yahoo Answers.



This one includes product search blended into the middle of the organic result set.



Categories: yahoo
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