Yahoo Overtakes Google in Traffic for First Time Since 2011

For the first time in two years, Yahoo! has topped Google in U.S. web traffic

Marissa Mayer’s company is the new leader of web traffic, statistics show. Photo: JD Lasica/Flickr

For the first time in many years, Yahoo sites became the best visited in the country, according to a July report from comScore, the service which tracks unique visitors across the web.

According to comScore, with 196.6 million unique visitors Yahoo eclipsed its main rival who was visited by 192.3 million times and has prevously considered to be the absolute winner.

The number of Yahoo’s visitors went up to 20% compared to July 2012, when it came in third behind Google andMicrosoft, writes CNN.

“Now, before you unload all that Google stock, this doesn’t mean the balance of power has completely shifted. After all, it’s how much money Google pulls in that really wows investors – that’s something Yahoo! has to do better no matter how many people are watching,” NBC Bay Area‘s Scott Budman.

July’s victory is a notable one for Yahoo Chief Executive Marissa Mayer, who has made a number of changes since she took the post a year ago and since has introduced numerous changes including purchase of Tumblr.

Mayer, who made her first appearance as CEO on an earnings conference call Oct. 22, revealed that her “top priority” is to rebuild Yahoo’s mobile strategy in which the Internet company has “underinvested” while mobile is the fastest-growing area of the Internet.

“I’m thrilled to be here at Yahoo,” said Ms Mayer, who was had previously worked in Google where she was a high profile executive for 13 years. “Yahoo is a truly iconic company.”

She suggests that the human element is the key to bringing Yahoo back to its one-time spot as a top consumer Internet company.

“My goals are simple: To execute faster, hire top talent, and make Yahoo the absolute best place to work,” Mayer said.

Yahoo CEO said that besides offering perks, she intends to improve employees’ “efficiency, well-being, and accountability” through things like new feedback tools, reduced corporate bureacracy, and more specific performance measurement and goal metrics.

Ms Mayer revealed she believes a big factor in the company’s turnaround will be restoring a sense of focus to the company’s products.

She suggested that mobile is the first department to become cohesion, explaining that Yahoo operates a whopping 76 apps across Android and iOS is evidence of a “splintered” mobile brand presence that needs to be brought together.

“Our top priority is a focused, coherent mobile strategy,” Mayer said, adding that this is a big issue since “at some point [in the near future] we’ll have to be a predominantly mobile company.”

Meanwhile, the July report showed that the number of social networking site Facebook’s unique visitors have decreased from 161 million during the same period last year to 142 million last month, obviously confirming the reports that the social giant had lost its cool factor with teenagers.

At any rate, the researcher site also found that AOL’s traffic increased to 7 million in July compared to the same month last year when it totaled 110 million.

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