Aftermath of The Firefox & Google Breakup

In November, Firefox announced they were never, ever, ever getting back together with Google as their default search engine (like, ever). Yahoo CEO, Marissa Mayer, was the first to break the news of the split on the Yahoo blog, when she announced that Yahoo would become the default search experience for the browser. Fast-forward two months and what does it mean for two of our favorite engines?

market share

The latest comScore data released in January, shows that the switch has helped Yahoo increase desktop market share 1.6 percentage points, the exact amount that Google desktop search is down. Despite this gain, Yahoo is still the third largest desktop search engine with 11.8% market share. Bing holds the second position with 19.7% and Google is still on top with 65.4% desktop search market share. 
 
 

Impact on traffic

To see how this switch may have impacted your traffic, you can review your analytics data to see how organic traffic from Firefox has changed. One way to look at this in Google Analytics is to view the Source/Medium of yahoo/organic under the Acquisition drop down. If you add the secondary dimension of Browser and adjust your calendar, you can compare the traffic from Yahoo organic search from users using Firefox.
 
The screenshot below shows that for one of our own clients, Yahoo sessions have increased 4.56% since December 1, 2014. During this time, Yahoo organic sessions from users on Firefox increased 187%.
 

what does this mean for next steps?

This change is a welcomed reminder to remember to consider our search traffic from sources other than Google. If you’re approaching this from a paid media perspective, check your Bing Ads budgets and impression shares to make sure you are capturing the right amount of available opportunity on Yahoo. From an organic perspective, remember to track both traffic and rankings from different engines to ensure your greatest reach and visibility.
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