Search Sold Separately: Breaking Down Yahoo's Parts

Despite a search advertising deal with Google, Yahoo shares are down and rumors are on again about Microsoft buying just the search chunk of Yahoo. But just how big is that chunk? Would it destroy Yahoo as a whole if sold separately? Not necessarily, according to Hitwise Vice President of Research, Heather Hopkins.

Hopkins analyzed the US internet hits for the top 20 Yahoo properties in the month of June. Yahoo Mail by far saw the most traffic, at 37.47%. Yahoo.com saw 30.62%, and remember that's a portal not just a search page like Google.com. Yahoo Search came in third but only saw 12.10%. The remaining 17 made up a combined 19.83%. Here's the full breakdown of Yahoo's top 20 properties.

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Hopkins also took a look at what search referrals look like for the above 20 properties. Yahoo Answers, Finance, My Yahoo, Mail, Flickr, Fantasy Baseball, Hot Jobs, Sports, and Groups all received more referrals from Google search than from Yahoo search. Check out the full chart below.

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These numbers are only for the U.S., and Yahoo is more popular in Asia. Attempts to reach Hitwise for Asian data were not immediately returned.

About the author

Nathania was a Search Engine Watch news correspondent from 2008 to 2010. Before that, she held positions as Senior Editor at Bold Interactive and Search Marketing Copywriter at Fortune Interactive.