Who knows why Yahoo! makes its life so difficult.
Who knows why Yahoo! struggles so much for direction
Something is obviously seriously wrong with the company internally, there appears to be some massive wall splitting the organisation that no CEO can seem to see past.
Whatever the case maybe, rumours of Yahoo! being sold presents the company with a golden, last shot, hail mary opportunity to turn itself around.
Google has established what you need to do to make money. Have a good search engine with good search results and bolt on a good advertising program onto the search results.
That is first base for any company that wants to make serious money through the internet.
The big question is why Yahoo! does not appearing to be doing anything to try and perfect their search engine, god knows the internet is crying out for a competitor to Google.
Perhaps Yahoo! is lacking the funding to really do some serious investment in search. But I doubt it. Yahoo! arguably is probably in the top 3 of the most well-known brands on the internet.
If the Yahoo! CEO came out and outlined his plan of attack to take on Google I do not think he is going to find it too hard to raise whatever money he wants. The worst case scenario is that the company is sold further down the line with an improved search function that numberous companies would love to pay for.
To be successful at search is obviously easier said than done as Bing shows. The search results from Bing are half way decent which means they are already close to first base.
The next step for Bing will be to put something back into the internet rather than just taking.
Bing needs to give something back to website publishers and that means Bing has to start an advertising program for publishers.
Google has massive good will from website publishers throughout the world simply because Google gives people some revenues from doing what the love to do.
Until Bing starts sharing revenue with blog publishers and content websites there is never going to be the buzz and publicity about Bing as there is around Google.
As soon as Bing realises they have to start supporting website publishers they are going to get themselves a lot of good will and free publicity which will help take them to second base in the competition with Google.
Until Bing realises it has to give something back to the internet, Bing will always being a distant second to Google, no matter what else it does.
And now Google is talking about supporting mainstream media, there is even more pressure on Bing to start sharing revenue with the internet publishers, no matter who they are.
But going back to Yahoo!, it is obvious to everyone what Yahoo! needs to do.
Why Yahoo! finds it so difficult to carry out the obvious changes is anyones guess, but I bet if you work for Yahoo!’s search department you know exactly what the problem is.
Either the CEO cannot see the wood for the trees or there is some sort of inertia in the company that cannot be overcome. Personally I belive it is a bit of both.
Yahoo! needs to dynamic CEO who is capable if instigating change in a big company. I am sure there are many such CEOs in the world, the question is what is holding Yahoo! back from recruiting this person.
Going by the last few years I do not think Yahoo! is going to find the right person before time run out, but until time does run out, Yahoo! has nothing but a huge opportunity staring in its face.
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