By Benjamin Blackwell
It’s no surprise that when the average internet user compares Yahoo! to Google, they don’t believe there’s much of a contest. After all, we’ve been conditioned to compare competing companies and products for years. iPhone versus Android, iPad vs. Windows 8, Coke vs. Pepsi and so on, and so forth.
We’re all subjected to endless positioning by companies and products competing for our attention and dollars. But, what most people don’t realize is that there is very little in common between Yahoo! and Google. In fact, the only similarity between the two is the fact they both have a search engine designed to bring back relevant results when a consumer queries their engine.
But, that’s where the similarities end and the differences between Yahoo! and Google couldn’t be more obvious.
1. Consumers go the Google to leave Google
Think about it, why do most consumers visit Google.com? To locate a website or information, much like you would consult a map to get directions to where you’re going.
Now, Yahoo! is completely different in the fact that it’s not the map, it’s the destination. People don’t use search engines because they’re fun, people use search because they want to find content. Yahoo! cultivates, produces and delivers millions of pieces of content a day. Content that consumers want to read, content that that consumers want to share, water-cooler type moments and interesting things to talk about.
In fact, Yahoo!’s C.O.R.E. engine creates 13 million story combinations a day on the Yahoo!’s home page.
2. Critical Mass, Millions of Users, One Network
I think we’d all like to believe that the internet makes sense. That there is a logical connection from website to website. That if search engines were to dissappear, somehow we’d still find the relevant content we need.
The truth is, the web doesn’t make sense naturally. In fact, outside of search engines, there is no real connective tissue between the silos of data we call websites. So how do we find the information we want? We rely on search engines to point us in the right direction, and hope that the websites delivered to us are actually relevant and helpful.
Often, we revert to using that back button way too often after the first few organic results didn’t prove helpful.
But, what if there was a network that could deliver relevant and interesting content to us all at once? What if it could deliver it in one place, so we don’t have to hunt for a particular website, but simply find the content we desire? What is this network could bring us content specifically designed for us? What if we didn’t have to visit 15 websites to find the information we need. What if we just needed to visit one?
This network already exists. It’s named Yahoo!.
Yahoo! has achieved something that Google, Bing and even Facebook can’t live up to. A critical mass of consumers, millions of articles of relevant content and one single platform to deliver it on.
Some would argue that Facebook offers the same, but I beg to differ, pictures of my friend’s dog wearing sunglasses is not exactly content. Sure, it’s nice, but we’ve all learned a good lesson. Just because you give the power of publishing to the entire world, doesn’t mean that instantly everyone becomes a journalist, or even develops spelling skills. Frankly, as a whole population, people just aren’t that interesting.
So next time you compare Yahoo! to Google, Facebook or anybody else. Ask yourself this question, what other platform produces and delivers the content that consumers want, on a single network and does it 13,000,000 times a day?