Thursday, June 25, 2009

New Yahoo home page: where's answers gone?

If this screenshot is the default test Yahoo is doing:
http://www.techcrunch.com/wp-content/uploads/2009/06/yahoo-redesigned.png

Odd choices, that. Autos? *AUTOS*? That will generate the most clicks of all the links in the left hand nav (Yahoo knows this)...and, 2009 car sales are on track for 50% of the volume they did in 2009. WTF?

Carol...well, you don't know me, but, I pitched to most of the SVP level execs when I was at Yahoo, April 2004 to Jan, 2006. Your removal of the Answers link as the top one is a great idea, for a few reasons:
1) Yahoo Answers can't monetize because of Yahoo Publisher Network issues AND Yahoo Search Marketing Issues...every site in the top 5 US Q&A sites runs Google AdSense.
2) Yahoo Answers *can't* monetize itself properly, when compared with the rest of the companies products, because advertisers *hate* UGC...those big, brand name ones that splash money like drunken sailors on banner buys to inflate their own egos...won't touch the stuff.
3) Ditch paid inclusion, drop your ridiculous 10 cent minimum on Yahoo Search Marketing, *fix* your platform issues...and, most importantly, *stop* putting those "top searches" things on your home page as links. Why? It hurts your advertisers, because they get inflated clicks & the click through on a search result is NOT the same as entering in by hand your intent.
4) Once you've done #3, *then* you can start seriously considering the Adsense beating strategy...not before. Unless & until you build publisher loyalty, you'll fall even further behind.

In the meantime, for anybody that thinks Yahoo doesn't care about them because they are ditching the Answers link...well, feel free to sign up on FunAdvice (shameless plug here). ;)

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