/// Searching for Relevance: Yahoo Aiming to Be the "Google of Content"

January 21, 2013  |  All Things Digital

Earlier today in Germany, new Yahoo COO Henrique De Castro pretty much told a crowd at the DLD conference in Munich that the portal — which he is now responsible for helping run — needs a drastic overhaul. “The desktop portal needs to transform itself,” said De Castro . “The personalization is not there, the tech is not there, and generalist portals are losing traffic.” You’re kidding me! Actually, that insight is not exactly a startling revelation for anyone paying even the slightest amount of attention to the transformation of consumer habits on the Internet, which have become deeply social, increasingly mobile and decidedly a pull-and-not-push dynamic. Over the years, Yahoo has tried to address most of these issues with a series of efforts that started a long time ago with My Yahoo, moved to a serious but flawed mobile app initiative and, most recently, included a successful partnership with Facebook to share content. And, before De Castro and also new CEO Marissa Mayer got there earlier this year from Google, there was — and still is — another major initiative in the works called Project Zed to drastically overhaul the experience of Yahoo users. That’s coming very soon, said one source, with an effort that aims to make Yahoo a “destination where people go to find content regardless of where it originates from; the better Yahoo gets at making it more relevant, the more it becomes part of people’s everyday routine and the more repeat visitors there are.” According to another source, the aim has been articulated by top execs as Yahoo becoming the “Google of content.” While one might argue that Google is already the Google of content, the plan is to make Yahoo more relevant by tailoring it to the individual and make the site a “trusted destination to get them to where they want to go and keep going back.” Thus, the thinking goes, while Google is the place people come to search for links, Yahoo then becomes the place users come to find content. That means more partnership deals from third-party sources, with an additional social component layer and synced across a number of devices and platforms, especially video

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Searching for Relevance: Yahoo Aiming to Be the "Google of Content"

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