Large Networks Adding New Editorial Content Formats

Many top destination sites are adding blogs and other publishing formats to their site to build their authority and market-share. This editorial content creates value, builds trust and authority, and allows for a more profitable blend of content and advertisements.

Yahoo! & Yahoo! Tech:

  • Yahoo! Tech has a holiday shopping guide and a holiday gift guide as well as user voting. Notice the anchor text on those first two links...they are naming some of their services specifically for keywords.

  • Yahoo! Tech also offers fake celebrity wish lists where they tell you what they suspect certain celebrities would like. Which is quite absurd considering one of their celebrities is a Yahoo! worker. How hard would it be just to go get their real wish list directly?
  • Yahoo! wraps content in a small bite size video format called The 9. Notice how The 9 packages content, links off to other sites where necessary, but often features other Yahoo! content. This news is packaged as though it is not an advertisement for Yahoo!'s various content properties.
  • What is scary is that the editorial is fairly lenient, occasionally adding real value. Yahoo! is posting tips on how to save money on


Some of the large platforms have significant market leverage, capital, the ability to quickly test and track the results of tests, improving user feedback integration, recommendation engines, and are adding features to make ordering easier in higher priced and more complex verticals. Add all those forms of value creation and optimization to a blend of ads and editorial content and it is going to be hard to compete with them in the search results.

If you are a niche player and do not have a compelling editorial element or industry standard reference documents it is going to be hard to compete in a few years.

Published: February 22, 2007 by Aaron Wall in publishing & media


February 22, 2007 - 10:37am

A guy was telling me the other day he was on Yahoo 9 and his site got 100,000 uniques in a day from it.

Add new comment

(If you're a human, don't change the following field)
Your first name.
(If you're a human, don't change the following field)
Your first name.
(If you're a human, don't change the following field)
Your first name.

Gain a Competitive Advantage Today

Your top competitors have been investing into their marketing strategy for years.

Now you can know exactly where they rank, pick off their best keywords, and track new opportunities as they emerge.

Explore the ranking profile of your competitors in Google and Bing today using SEMrush.

Enter a competing URL below to quickly gain access to their organic & paid search performance history - for free.

See where they rank & beat them!

  • Comprehensive competitive data: research performance across organic search, AdWords, Bing ads, video, display ads, and more.
  • Compare Across Channels: use someone's AdWords strategy to drive your SEO growth, or use their SEO strategy to invest in paid search.
  • Global footprint: Tracks Google results for 120+ million keywords in many languages across 28 markets
  • Historical data: since 2009, before Panda and Penguin existed, so you can look for historical penalties and other potential ranking issues.
  • Risk-free: Free trial & low price.
Your competitors, are researching your site

Find New Opportunities Today