Yahoo's Search Syndicate Gets Harsh Review By SEOBook

Aaron Wall has written a thorough and unflattering overview of Yahoo search traffic following the release of search numbers that show Yahoo gets well over half its search volume from its partners.

Aaron discusses how this impacts arbitrage and motivates poor quality. Though possibly just a little harsh, it is worth reading and keeping in mind.

Recent numbers from Efficient Frontier show that Yahoo has nearly three times more search partners than Google - funny given Google has over three times more search volume. And as Aaron notes direct search converts "nearly twice" more than partner search traffic.

Not good numbers moving forward in a battle for the search industry. But I always managed to convert Yahoo traffic at a better CPA than Google in the financial vertical. So maybe there are niches where Yahoo benefits from its partners.... will have to keep track of this one.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.