YOS: Rewiring Yahoo From The Inside Out

Yahoo’s relatively new CTO Ari Balogh expanded upon Yahoo’s “open” initiatives in a keynote speech to the Web2.0 conference yesterday. There’s a very extensive discussion, including a video of the keynote, on the TechCrunch site (additional coverage in Search Engine Journal). The SearchMonkey beta is the first step in executing on the strategy, which will roll out in increments over the next several months.

The “OS” part is not “operating system” but “open strategy.” Beyond openness, the themes of Balogh’s talk were making Yahoo more social, more consistent and unified, more personal, and even more “portable.”

Rather than creating another social network, Yahoo will be seeking to create a single profile that helps ground and center the social experience across the network. This is what has been missing at Yahoo — a social center (360 failed to gel and provide that). YOS also seeks to make the whole of Yahoo more social by overlaying relevant contacts and discussions on different pages within Yahoo, including the home page. To that end, there’s an emphasis on what amount of widgets (though that word isn’t used) can be placed throughout Yahoo on various pages. The whole strategy extends into mobile (consistent with the spirit of Yahoo onePlace).

Balogh also sought to court developers with tools that make it easy to develop on top of Yahoo, the platform. Balogh used the phrase “rewiring Yahoo” several times, indicating a range of technical changes on the back end to make APIs consistent and make the development environment more coherent and unified across the network.

In fact, the vision is impressively coherent and, if it can be pulled off, offers a successful differentiation of Yahoo from its competitors. It moves Yahoo in the direction of Facebook (a social platform for third-party developers) but with all the Yahoo traffic and content assets.

In one sense, it’s the consumer-facing version of the big vision that surrounds the AMP initiative on the advertiser side.

The looming question, however, is whether Yahoo will get to see these aspirations fulfilled if Microsoft buys the company, especially in light of ambitious, somewhat parallel initiatives by the latter.

Related Topics: Channel: Consumer | Yahoo: APIs | Yahoo: General | Yahoo: Other | Yahoo: Search | Yahoo: Search Monkey | Yahoo: User Interface


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.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide