The search engine pioneer and the search engine giant’s battle of each other is of no secret. Yahoo has been regarded as a pioneer in the search engine industry from being one of the first modern search engines, during its early years and before the launch of Google, Yahoo has been the dominant force in the field of search engine. With the entry however of the now search engine giant, Google, Yahoo has since lagged to second place in terms of internet users’ share. At present Google still dominates the search engine users share taking sixty five percent 65% of the users share while Yahoo is still at second place with around eleven percent. It is because of this constant reign of Google in the first spot that Yahoo started planning out on how to deliver a blow that will topple the search engine giant. Yahoo’s recent strategy was to team up with another of Google’s competitor, Microsoft. With the launch of its new search engine Microsoft hoped to topple Google from first place but it never materialised and that prompted the two search engine companies to enter into a merger that will allow them to utilise each other’s’ resources in order to increase search engine user’s share. Months after the merger Google still is at the top and Yahoo is still at second place a situation that made Yahoo CEO Carol Bartz to rethink their strategies, now, indications that Yahoo will battle Google head on are evident.
One of the biggest indication that Yahoo is targeting Google head on in its campaign is the fact that the Yahoo CEO has began to make some changes in the company. Moreover, she has set aside a $100 million which is to be used in her promotional plan, a plan, according to her, that will put Yahoo back into the map and back into the competition.