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Yahoo + Associated Content: What Does It Mean? 18 May 2010

Posted by noellawood11 in Resources, Search, Tools & Tech, Trends.
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Today (May 18, 2010), Yahoo purchased Associated Content, which is an online content developer and distributor that depends on thousands of paid freelance content creators to write and develop content on various topics, with an emphasis on how-to’s. The content is offered in a variety of forms of digital media such as videos, audio, articles, tutorials and photos.  It is a search engine just like Google, or Yahoo, but with the feel of a blog.

So what does this mean and why does it matter that Yahoo has purchased Associated Content?  The CEO of Yahoo believes it to be a “game-changer” for the company.  Yahoo already staffs its own writers, creating content and news feeds for viewers along with a myriad of other types of media. The two companies believe that this merge will allow them to “create more content around what we know our users care about, and open up new and creative avenues for advertisers to engage with consumers across our network.” It also means that this is one more step in Yahoo’s growth as the world’s biggest online media company to compete with Google.

Is Associated Content’s search algorithm too good to pass up and was that the big reason for purchasing the company? Some believe that Yahoo purchasing Associated Content will only hurt the organization by damaging their brand and saturating their own advertising market, and therefore, causing deflation in their advertising rates to advertisers. Furthermore, even though the content is created by paid freelancers, it’s often lacking quality. Good algorithms won’t cut it if their content is lacking the quality that other similar search engines have.

The irony of this is that these content creators are paid, as opposed to the model employed by other, more credible search engines like Wikipedia, where Wiki contributors volunteer their time. Yet, the quality of the content on sites such as Wikipedia is much higher, and usually replete with references to back up the facts. It’s also unclear as to whether Associated Content will remain separate or merged with Yahoo.com altogether. Perhaps if the front-end merge occurs, it will improve the quality of Associated Content’s content and it could be in the running to be the next big search engine.

References:

Associated Content. http://www.associatedcontent.com/
Wall Street Journal.  http://online.wsj.com/article/BT-CO-20100518-714040.html?mod=WSJ_Deals_LEFTLatestHeadlines
Wired.com http://www.wired.com/epicenter/2010/05/yahoo-associated-content/

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