Heather Hopkins, Hitwise Intelligence posted an analysis of Yahoo! online properties. Hopkins noted that Yahoo’s own properties get more traffic from Google than from Yahoo Search.
[…]of the top 20 Yahoo properties for June 2008 based on share of US Internet visits among websites in the custom category of 20 websites., Yahoo! Search was just a mere third trailing behind Yahoo! Mail and Yahoo main portal. Yahoo Search got a mere 12% share of the total number of visitors going to Yahoo’s properties for the said month. […]
The following chart shows the share of upstream visits to each of those 20 properties from search.yahoo.com and www.google.com. Most properties receive more traffic from Google than from Yahoo! Search. […]
Most of these are likely navigational searches directly to the properties in question. Interestingly, Hitwise explains the two exceptions as follows:
“The exceptions are Yahoo! Image Search and Maps, likely because of Google’s shortcuts to its own properties in these verticals, and the Yahoo! account pages. Even Yahoo! Mail and Yahoo.com received more traffic from Google than Yahoo! Search.”
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This points out how dependent Yahoo is on Google. What is here today can be gone tomorrow. Google search always prefers its own properties in whatever space they have a player. Yahoo is vulnerable. For me, this information underscores the reasons behind why Yahoo should sell to Microsoft. A betting man would say they end up roadkill on the information superhighway if they try to go it alone.