Sunnyvale, California—Yahoo search just got a makeover, one that essentially copies the Google search results model. The tech company, which just acquired Tumblr and has also bought out the news app Summly, has reintroduced its search page, debuting new features which include tabs to its other properties.
The new Yahoo search results page is a bit more minimalistic, places the results closer to the top of the page, and seems to load at a faster pace than its predecessor. It appears that user experience, or what is often referred to by its acronym in the world of search engine optimization, UX, has taken precedence.
Yahoo Search Before and After
The tech company has been busy of late, not only acquiring other companies, but attempting to reclaim its independence, with recent maneuvering to free itself from its Microsoft agreement. Yahoo also has introduced another feature, which is designed to court advertisers. The company’s stream ads, launched last month, run alongside the site’s news reports and other content.
Toward the beginning of the year, the tech company also placed its top stories on its home page, putting those items in a very prominent position. What seem to be unrelated moves are paying off for the company, as Yahoo search, in its partnership with Bing, dominates five search areas.
Seeking Out Market Share
Though Yahoo search has gained in some respects, it has been unable to make headway against its largest competitor, Google, according to Search Engine Watch. Marissa Mayer, the company’s CEO, has said publicly that its partnership with Microsoft isn’t really working because they are only swapping market share rather than taking away percentages from Google, “One of the points of the alliance is that we collectively want to grow share rather than just trading share with each other.”
Rumors persist about Yahoo search and its parent entity, which is reportedly expressing an interest in purchasing Hulu. The tech company was slightly down on yesterday’s close, from $26.26 per share to $25.75 or 1.94 percent.