captiva
marketing
10805 Sunset Office Drive
Suite 207
St Louis, Missouri 63127
Ph: 314-822-3656
Toll Free: 877-227-8382
Fax: 314-822-3734
Yahoo: Search Directory
Turned Search Engine
This powerful portal/search engine is typically the
second most important source of traffic for search
engine marketers.
The following screen shot shows the two primary methods
for gaining exposure in Yahoo.
Organic Search Results
Historically Yahoo was a human edited directory supplemented with Google search
results. Nowadays, they run their own search technology and are looking to
overtake Google as the number one search engine.
- Rankings are based on a very complex algorithm that encompasses both on page factors and inbound and outbound links from your site.
- Sites can be submitted for free, but are typically picked up by inbound links.
- Offers Site Match™ Pay For Inclusion (PFI) program to guarantee inclusion, but comes with both set up and PPC fees.
Sponsored Results
Through their subsidiary Overture (Now Yahoo Search
Marketing Solutions), Yahoo publishes PPC ads that
show up in a section titled Sponsor Results and in
little boxes at the top right of the screen.
- The advertisers with the top two to four bids will have their ads displayed in the Sponsor Results section. There does not appear to be a formula for determining when Yahoo selects to publish 2, 3, or 4 ads at the top.
- Advertisers with lower bids are displayed in the boxes and at the bottom of the page or on secondary pages.
- Position is determined solely by the amount that the advertiser bids.
- Ads are limited to a 40 character title and a 190 character description.
- Click thru rates are often very good for advertisers in the top spots.
