Tale of Two Cities in Internet Search

As Yahoo (YHOO) prepares another quarter analysts are looking ever more skeptical about the company's turnaround plans. Job cuts and salary cuts are being covered with increased scrutiny around Yahoo by major media outlets signaling the planning stages are well in the works. As the once proud Internet giant continues falling not so gracefully to its current second fiddle role in Internet Search and Advertising, Google's (GOOG) juggernaut keeps growing.

Yahoo has always had success in branded display advertising, which typically is the focus of big, established corporations and in times of economic slow-downs it is those businesses that are likely to soften their budgets. Yahoo's Finance pages have been decimated as trading houses and banks continue to shutter their doors or merge with each other for survival. Google's strength lies in its search advertising which is available not only to the giant corporations, but millions of small enterprises and basement shops around the world. Got a website? Want advertising? Bid on a few keywords and drive traffic, and that's not even mentioning the massive breadth of "Ads by Gooooooooogle", or AdSense in corporate speak.

Yahoo's next generation Panama Ad system hasn't been to glowing success yet that the company had hoped for and as the stock tumbles into the $12 range, how grand does the $31/share offer from Microsoft (MSFT) earlier this year look now?

Granted Yahoo generated almost $7Billion in Revenue in 2007 and had net profits of over $600Million but it still has not found effective ways to turn its huge user base into a profit generating machine. While the rumors of lay-offs, cuts and salary readjustments are making the rounds within the Yahoo mills, it's toughest competitor just finished blowing the doors off of another highly profitable quarter. Google reported earnings (excluding items) of $4.92/share, beating estimates that had earnings pegged in the $4.70s ranges. Income for the period for Google was $1.35Billion ($4.24/share with special items) and executives at the company made certain to claim, several times, during the conference call that those millions of seemingly little ad clicks are considered as "recession-proof" as advertising can be because of the sophisticated performance and accountability metrics that are available as part of Google's AdWords toolbox.

It seems that as Yahoo continues to harp on the economy as the cause of its slowdowns, mostly in the bread and butter display area, the bigger brother at Google finds ways to be more efficient and more effective. Something has to change within the culture and structure of Yahoo to stop the bleeding. Maybe wholesale cuts are the beginning or maybe they are desperate measures in trying times, but if anything is certain Yahoo needs to put focus back on its user base, and it has to draw up interest within that base to use or try out all the tools in the company's arsenal.

Bottom line: The company is not doing an effective job in convincing its huge pool of Mail and Messenger users to search at Yahoo or to use Yahoo Calendars and other services. Luckily for Yahoo, it is not alone in this problem as Microsoft is unable to drum up any significant interest in its Live Search platform either, standing in a distant 3rd place in search queries.

The heralded premium web portal that once was Yahoo needs to show some Internet savvy at a time when individuals all over the country are zipping up their pockets. While analysts estimate earnings of $0.09/share this quarter and $0.53/share for the full year, and the same $0.53/share for next year, Yahoo's growth story is all but over in the eyes of Wall Street. But it doesn't have to be if Yahoo puts its users first and plans for tighter user experience and integration over the next couple of years.

Yang and company need something to pitch to Investors of Yahoo, and growth plans revealed months earlier that are surely for naught now with the latest economic troubles will not stop the bleeding. To convince the traders these days, the company will need a real surprise in results in addition to job cuts across most if not all its divisions. Get back to a core user focus and have a 2 year strategy ready to restore the luster of the once crowned King of the Internet. As a once proud Yahoo shareholder, if only for nostalgia sake, this company needs a turnaround story the Internet public can get behind.

Disclosure: Author owns GOOG, holds no position in YHOO, MSFT

Yahoo's New Search Tool shows how far ahead Google is

Google (GOOG), the dominant player in search and search advertising, is seeing its competitors constantly nipping at its heels and it seemingly ignores them and continues to innovate. While Yahoo (YHOO), Microsoft (MSFT), and Interactive's Ask (IACI) are trying to revamp, recreate and reinvigorate the search experience in the hopes of gaining market share and hence more advertisers, Google is padding its lead and running away with first rate technology innovations.

Ask.com has some neat complete search functions and combines results of all types of media and even includes little previews, but it is still a minor player in the search game. Microsoft's failed MSN unit is still around and kicking and losing ever more money, while the revamped Live platform has yet to gain any traction and Microsoft is continually seeing search share losses. Microsoft even tried to lure searchers by offering them points in exchange for prizes when they did searches and even included games inside MSN Messenger that forced users to search for answers to questions. Sorry Softie, but that's not gonna win over the advertisers and not gonna get people to give up on Google altogether.

Yahoo's newest feature, billed as a Search "Innovation", while positive for the languishing company, signals just how far behind the company is on the technology spectrum. Yahoo was once the poster child for the future of the Internet and these days it seemingly can't catch a break as revenue growth is slowing, share prices are slipping and it loses portions of market share to Google every quarter. The new feature for Yahoo is "Search-Assist", which is a Search Suggestion/Completion tool that slides out when users type in a search keyword. As a user starts typing into the search box a list of common or relevant search terms comes up. Pretty cool huh! It is beneficial but looking behind the scenes I think tells a different story. Let's step back and see just what this says about Yahoo's tactics.

I think it showcases a desperation on Yahoo's part that it simply doesn't have the back end grunt to truly become a personalized search power house. A Power House that Google is slowing but surely building as it releases tools such as Web History, iGoogle and Personalized Search. All those quarters of increasing Capital Expenditures that analysts were frightened about are proving well worth their weight in gold as Google is able to completely change the search game again and again while its competitors struggle to keep up. Yahoo's search box suggestions come off as simply common or popular search terms, while all well and good, that's actually a step sideways and not forwards in the technological sense.

As the Internet expands and the plethora of information becomes exceedingly complex only YOU can determine exactly what YOU'RE looking for, not everybody else. Google's got you covered. A recent post on Google's official blog states (Link) that Yes its concerned about the huge privacy issues and its doing all it can but it also is working tremendously to tailor the Internet to each user.

"search algorithms that are designed to take your personal preferences into account, including the things you search for and the sites you visit, have better odds of delivering useful results for you. So if you’ve been checking out sites about the Louvre and you search for 'Paris', you’re more likely to get results about the French capital than the celebrity heiress" Additionally Google goes on to showcase that a search for Football in Chicago is completely different than a search for Football in London, England.

Google is taking localized and personalized search into realms that its competitors can only dream of getting to. This is all due to that massive technology spending to build out an infrastructure of computing that can handle incredible complexity when it comes to something that should be as simple as search. That is why Google gets a majority of search traffic, has higher click-through rates for its tailored advertisements, continues to grow rapidly and demands a market premium via a lofty valuation.

Yahoo, Microsoft and Ask right now are simply out of their league when it comes to search innovations. Google has the brains, with its thousands of dedicated creative employees, it has the brawn, with its incredible breadth of technology infrastructure, and it has bank roll to keep innovating in ever expanding new areas of not only Search Technology but all aspects of our daily Internet lives.

Disclosure: Author is long GOOG