Yahoo is a global media company based in the United States. It was founded in 1994 by Stanford University students Jerry Yang and David Filo. Yahoo began as a directory of websites, but has evolved to offer a wide range of services and products, including email (Yahoo Mail), news (Yahoo News), financial services (Yahoo Finance), among others.
Yahoo went public in 1996 and experienced rapid growth during the bursting of the dotcom bubble in the late '90s. During its heyday, Yahoo was one of the most popular and visited websites in the world.
However, throughout the 2000s, Yahoo began to face increasing competition from other tech giants, especially Google. Despite the challenges, Yahoo has remained a relevant entity in the digital space.
In 2017, Verizon Communications acquired Yahoo and merged it with AOL to form a new company called Oath Inc., which was later rebranded as Verizon Media.
Yahoo has had an important role in digital marketing since its earliest days. Yahoo's advertising platform offers businesses the opportunity to reach its extensive user base through a variety of advertising formats, including search ads, display ads and native advertising.
Yahoo's advertising platform offers a number of advantages for digital marketers:
Over the years, Yahoo has developed and acquired a variety of services that have made significant contributions to the digital world. Some of the most notable include:
Yahoo's search engine, while not as popular as Google, still plays a role in the SEO ecosystem. Although most SEO efforts are focused on Google, optimizing for Yahoo can offer additional benefits, especially for businesses looking to reach specific markets where Yahoo has significant market share.
There are several specific SEO strategies for Yahoo, including:
Despite the challenges, Yahoo continues to be a force in the digital world. With its wide range of services and advertising platform, Yahoo remains relevant to digital marketers.
As Yahoo continues to evolve and adapt to changing digital landscapes, it is likely to continue to offer valuable opportunities for digital marketers. While it's important to focus on current giants like Google and Facebook, digital marketers would do well to keep Yahoo on their radar.