It may be too soon to declare a Yahoo turnaround, as new data shows Google is still the leading traffic driver.

When it comes to search engine optimization, marketers know it’s important to prioritize ranking signals for sites with the most internet users.

Google has been the out-and-out winner for a couple of years, so it came as a surprise that Yahoo was named the top web property in comScore‘s Media Metrix report for July 2013. However, new data from’s initial Authority Report shows Google is still responsible for the most traffic going to brands’ websites.

This means marketers shouldn’t put their SEO strategies in reverse to learn which web content ranks best on Yahoo just yet, as Google’s algorithms and search crawlers will still determine how many consumers get to their sites. The Authority Report found that Google is still the dominant source of traffic, with more than 200 million pageviews coming from the search engine and its subsidiary web properties like Google News, YouTube and Facebook came in second with a fraction of pageviews (under 80 million), followed by Outbrain and then Yahoo.

Until Google loses traction as the No. 1 search engine, marketers will need to stick to the site’s quality standards. To dominate SERPs, brands must create custom content that offers value to readers rather than implementing shallow SEO practices that provide short-term wins.

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.