Imagine saying this line today: “The most popular index on the World Wide Web is Yahoo.” Granted, the terminology is a little obscure, but the notion that Yahoo was the most popular anything seems improbable. But there was a moment, decades ago, when Yahoo was so big that its name ended with an exclamation point. It had a unique understanding of the Internet. And while we would have envisioned enormous, global celebrations to commemorate its 30th birthday.
Instead, the date of January 30th, 2024 (30 years after Stanford University students Jerry Yang and David Filo created it), went almost unnoticed. The still-relatively young Facebook received significantly more coverage for its 20th anniversary on February 4.
That description of Yahoo, in 1995, comes from PC publication, which was the largest and most influential computer publication in the United States. I worked there back then, and we were serious: nothing beats finding what you’re looking for on the fast developing World Wide Web. The surprising thing was that Yahoo was not a real index. Yes, Yahoo spidered the web like all other early search engines, but there was nothing like Search Engine Optimization (SEO) to help you locate things.
It was never my favorite “search engine,” and primarily for that reason. Alta Vista proved to be far more effective for me. There was no questioning Yahoo’s power or supremacy. It was such a big event that PCMag’s parent firm, Ziff Davis, collaborated with Yahoo to establish Yahoo! Internet Life. I know, a real print magazine about wonderful things on the Internet doesn’t sound right. It looked like a wonderful idea at the time, and it delved further into Internet culture than any previous publication. The journal continued during some of Yahoo’s most successful years, until the dot-com bubble burst in 2002.
A once-mighty brand
Still, I believe Yahoo lost its path long before the Internet underwent its first major shift. I recall Yahoo signing a deal in 2000 to have Google power all searches on its website. That’s correct, one of the first and previously most acclaimed Internet search platforms sold a fundamental business to its main competitor. I thought Yahoo was abandoning up, but I was mistaken; Yahoo never gave up. It was just the beginning of decades of economic machinations to expand and build the service. This included developing an excellent range of mobile capabilities and returning the platform to its original search engine in 2004.
Yahoo stayed busy, occasionally frenzied over the decades, offering new services Forging relationships, changing leadership like others change shirts, and establishing a media empire that once swallowed great names like Katie Couric and David Pogue of The New York Times. It still has an excellent mail system and is the location I go to view live stock market charts. However, unlike Google or Apple, it does not occupy a special place in my mind.
Yahoo’s once-changing leadership continued to try to steer the firm toward brighter horizons, most notably under former Google executive Marissa Mayer (now CEO of Sunshine Contacts), who presided over one of the worst data breaches in industry history.
While that appeared to be a fatal wound, Yahoo persevered despite giving up a significant portion of its media empire dreams.
After Verizon paid $4.5 billion for Yahoo in 2017, the firm changed its name to Altaba, a word with significantly less significance than “Yahoo!”
Still standing
Yahoo may have lost its sexiness, but it remains a powerful internet presence. According to some measurements, the Yahoo.com homepage is the most popular on the internet. Yahoo populates it with a combination of original content from publications such as TechCrunch and Huffington Post, as well as syndicated news from other big news outlets.
Search remains at the top of the Yahoo Home page, although it is a distant third in popularity after Google and Bing, the latter of which has recently experienced a boom because to the advent of Bing AI (now CoPilot). It’s telling that, as Google and Microsoft compete for AI-powered search, there is no YahooAI.
It is difficult to connect today’s Yahoo with the 1990s’ clarion call, “Yahoo!” Most people, both online and offline, could yodel in three notes. There were billboards featuring the once-iconic emblem.
It’s a shame because Yahoo! was not always dominating. Yahoo helped define the original World Wide Web and lay the groundwork for search and services that, in some ways, others, such as Google, followed. It’s possible that we wouldn’t have the Internet now if Yahoo hadn’t helped to popularize and spread it during the 1990s.
I didn’t see anyone pause to celebrate or even acknowledge Yahoo’s milestone. And that is just sad.
Yahoo’s trajectory may be a warning tale for the Facebooks (Meta), Googles, and perhaps the TikToks of the day. Nobody is too big to fail or be all but forgotten.