Yahoo loses traffic over toolbar, but wins with Tiger Woods

Wed 9 December 2009 11:00, Bas van den Beld

Yahoo loses traffic over toolbar, but wins with Tiger Woods

The news is all about Google and a little bit less about Bing these days, but there is still that one old player who in the background still plays a small roll: Yahoo.

Yesterday Yahoo's CEO Carol Bartz keynoted at the UBS Global Media and Communications Conference in New York and amongst other things explained why Yahoo lost so much market share. She claims the loss of toolbar deals is vital. However Yahoo's boss did thank Tiger Woods…

Yahoo lost deals with Acer and HP last year which made sure computers of those brands had the Yahoo toolbar pre-installed. According to Bartz this is one of the main reasons why Yahoo lost so much market share. Earlier this year it was calculated that it might cost Yahoo 15% of its search traffic.

It was a surprising moment when Bartz started talking about Tiger Woods. The prominent golfer was much in the news the past week due to some personal issues. His problems however were a blessing for Yahoo. Traffic to Yahoo’s sports portal, news portal, gossip, and home page spiked during the time the news around Woods came out. “God bless Tiger,” she said.

Bartz also talked about the position of Yahoo in the market. She has admitted Google will keep the lead in search but Yahoo must focus on improving revenue per search and maintaining its considerable audience.

She said:

“People don’t come from the outside world to do a search on Yahoo, but if they do then we want to provide them a great search experience, so they don’t feel the need to leave.”

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