• 2006-12-05

    Google Vs Yahoo


    Believe it or not,Yahoo and Google,the world's two search powerhouses,stake separate claims in today's search markets.

    what's the nuance? If you are still under the impression that Yahoo and Google are interchangeable when it comes to search,probably you've lost touch with search or by extension,the whole info-era cuture for a fair while..

    Actually,Speculation and debate as to what differentiate one from the other have long raged in the search cycle(foremost among them John Battelle,the bestselling author of the bestseller dissecting how search Revolutions spearheaded by powerhouses like google and Yahoo change business and cultural landscape in this era,titled"the search"),but the answer is far from certain.But still,There're indeed a few quite amusing(and solid as well) takes on this issue.To quote the most classic,here below is the John Battelle's Tangential Ramblings on the Roles of Google and Yahoo in Search, Media and Beyond,trying to articulate, in a succinct fashion, what separates Yahoo and Google in terms of their approach to search, media, and ultimately culture.Truly inspiring and well,fun.Here goes:

     So let's consider a search for the one-word term "usher," and further, let's presume the person typing that search in really does want to know about the (currently) popular singer Usher.

    Now on Google, usher brings you a pretty predictable set of results. Because Usher, the singer, is quite popular at the moment and therefore much in the news, Google incorporates some of its Google News results into its SERPs, you can see from the link or picture that there are two in this particular example. On the right are tons of AdWords related to Usher - clearly there are plenty of vendors who stand to make a buck or two off the man, and they've found Google a good way to monetize the term. The majority of the page, however, is given over to listing the top ten Google results for "usher."

    Now the first three results, starting with "UsherWorld" - are clearly relevant to the keyword entered, again assuming that we are looking for information about the singer. The rest of the first page of results mixes in the Fall of The House of Usher and the Usher syndrome, which clearly shows some kind of diversification algorithm at work behind Google's curtains - if the engine picked purely on popularity and links, the first few hundred, if not thousand, results would most likely be about the singer.

    But in terms of exploiting our intention behind the search term "usher", that's as far as Google goes. All in all, very little overt editorial guidance. You're directed to Usher's website, and that's that.

     In contrast, let's take a look at how Yahoo handles the same search. usher on Yahoo Search also gives UsherWorld as the first organic result, but the similarities end there. The first thing you see below the search box is Yahoo's "also try:" feature - asking if you, the searcher, might be looking for a more refined version of the usher search - perhaps you're looking for lyrics to a particular song ("usher lyrics" or "usher my boo lyrics"), or for pictures of usher ("usher pictures"), or for more information on the star's relationship to Alicia Keys ("usher alicia keys"). This feature is driven by Yahoo's editorial decision to watch what its users are searching for and connect the patterns it sees. Behind the curtain, Yahoo makes lists of related searches, then surfaces the most relevant ones. According to conversations I've had with members of Yahoo's search team, the "also try" feature is a huge hit with Yahoo users.

    Below "also try" are two blue-backgrounded sponsor results, right at the top (there are also plenty of paid links to the right, as there are with Google). This reflects Yahoo's more aggressive approach to commercialization throughout its site. In all my discussions with Yahoo executives, I've noticed a distinct lack of shame when it comes to commerce: integrating commerce directly into the search process is seen more as a benefit than a detriment (this may have gone too far with the practice of paid inclusion, but a sophisticated discussion of that topic can be left to another day). The premise held is that search advertising is in fact relevant and even helpful to a searcher (a premise that, to be fair, is also echoed at Google, but in an almost apologetic fashion.) ......

    Read the whole article HERE.