Yahoo announced it's revamped news site delivers personalized results in a modern design - a change that could more web traffic to the site.

June has been a big month for Yahoo, marking the launch of its revamped search user interface and now the unveiling of its Yahoo News page. Today, Yahoo’s tumblr featured a post from Product Vice President Mike Kerns who said the site has been cleaned up and personalized with a new design that’s expected to improve user experience. If the search engine continues to improve its performance and wins back market share from Google and Bing, brands will develop SEO content strategies to fuel results on Yahoo.

Currently, Yahoo takes third place in search engine rankings. Coming in behind Google and Bing, the search engine handled 2.4 billion search queries during May. However, buzz about the new design could spark greater traffic to the site, and refined results might keep first-time users coming back.

The News page features a modern design that Yahoo plans to implement across its properties, but it didn’t stop there.

“The first thing that you’ll notice about the new Yahoo News is that it was designed around your interests and preferences. We made the news stream customizable so you can tell us what content you’d like to see more of, ” Kearns wrote.

Yahoo announces the relaunch of its News page.

According to the blog post, web users can log in with their Yahoo IDs and customize news feeds to filter the results they prefer. Over time, the search engine will learn more about their likes and dislikes so it can continually improve the accuracy of the news content it serves.

Personalized results could prove advantageous for marketers who regularly produce branded content for SEO value and lead generation. Yahoo news might continually offer articles about products and services that internet users viewed in the past, essentially retargeting content at users and pushing them through the sales cycle faster.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.