Yahoo Makes Big Customer Satisfaction Gains In Search

The Yahoo Search Blog discusses improvements in consumer satisfaction scores for Yahoo Search, according to the most recent Keynote Customer Experience Rankings of search engines. According to Keynote Systems, “Yahoo! is, indeed, achieving noticeable improvements in user experience and beginning to close the gap with Google in several key search experience drivers.”

Yahoo calls out a particular metric, “Search Assist & Suggestions Rankings,” where it apparently outperforms Google, based on the introduction in October of Search Assist:

Yahoo Search Blog Source: Yahoo/Keynote Systems (2008)

However, despite significant gains by Yahoo, Google remained in the top spot across all four Keynote consumer experience and satisfaction categories:

Overall Satisfaction

Source: Keynote Systems (2008)

By comparison, in the 2007 annual University of Michigan American Customer Satisfaction Index (ACSI), Yahoo outperformed Google for the first time in overall customer satisfaction:

ACSI search scores

Source: University of Mich./ForSee Results (2008)

However, amid all the improved scores there is one disconcerting note for Yahoo. In the Keynote data, Google significantly beat it in a couple areas of local search — a category that Yahoo used to own:

Task Success

Source: Keynote Systems (2008)

Related Topics: Channel: Strategy | Stats: Relevancy


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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