All of those skeptics who said Yahoo’s CEO Marissa Mayer couldn’t handle the spotlight and bring the media company back to the forefront of search marketing should probably quiet down now. The latest Media Metrix report from comScore ranked the top 50 web properties in the United States, and for the first time since Mayer took over as CEO, Yahoo ranked No. 1.
The last time Yahoo held the top spot was in May 2011, but it fell out of view shortly after that, giving up ground to other online content providers like Google. Many industry professionals credited the search and media company’s rise to the top with its acquisition of Tumblr. However, comScore was quick to inform Marketing Land’s Greg Sterling that it didn’t factor Tumblr traffic into its latest report
“Tumblr is not currently included in the Yahoo! Sites roll-up. Seems there are other factors at play, and given how close Yahoo Sites and Google have been in recent months it can likely just be normal seasonal/month-to-month fluctuations.”
Of course, Yahoo hasn’t made significant strides in the search market just yet. In comScore’s qSearch report, the engine’s explicit core search share dropped 0.1 percent month-over-month. This is nothing new for Yahoo, but with recent acquisitions and developments, the company may begin to encroach on the heels of other major media outlets moving forward.