Yahoo #1 Web Property Again In US, First Time Since May 2011

ComScore just released its monthly Top 50 US Web properties list today. I’ve generally stopped looking at this list. But it was pointed out to me by Matt McGee that Yahoo is back at number one.

July top 50

When was the last time Yahoo was number one? We’ve submitted the question to comScore directly but haven’t heard back. In my own investigation (going month to month), I determined that the last time Yahoo was at the top of this list was March, 2008 (May, 2011 is actually the last time Yahoo was number one; see postscript below for comScore statement):

top 50 3/08

In April 2008, Google took over the top spot and has remained there since — until today. Yahoo has been in the top two or three repeatedly but not back at number one until now.

The site is also at the top of comScore’s Ad Focus rankings on the basis of internet audience reach.

Postscript: Right after this posted a few people tweeted that this new top ranking is based on Yahoo’s Tumblr acquisition. While the first chart suggests in a footnote not reproduced above, that some portion of Tumblr traffic has been assigned to “other sites,” it’s still ranked separately at #28 above, with 38.3 million uniques.

The Yahoo and Tumblr traffic figures have not been combined (or entirely combined) by comScore. It’s possible that some “assignment” of a part of Tumblr traffic to Yahoo is responsible for the boost. However that’s not clear at the moment.

Postscript II: I was finally able to connect with comScore this afternoon and was corrected that the last time Yahoo was number one was May, 2011. Here’s the statement I received about whether Tumblr impacted the ranking:

Tumblr is not currently included in the Yahoo! Sites roll-up. Seems there are other factors at play, and given how close Yahoo Sites and Google have been in recent months it can likely just be normal seasonal/month-to-month fluctuations.

Related Topics: Channel: Industry | Features & Analysis | Top News | Yahoo | Yahoo: Business Issues


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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  • Christopher

    Does this have anything to do with the purchase of Tumblr? Did that cause the spike some how?

  • gregsterling

    Logical but not entirely. See chart above and PS to the article. Tumblr remains separately ranked by comScore. It’s possible that some part of Tumblr’s traffic has been assigned to Yahoo and is responsible but that’s not clear.

  • kwaping

    If you’re going to leave Tumbr’s traffic out of Yahoo’s, then you should leave YouTube’s out of Google’s.

  • Jason W. Lewis

    what is yahoo?

  • John Davies

    These comScore numbers are the most meaningless data points. As the report said, according to comScore, till May2011, Yahoo was ahead of Google and has been only marginally behind in the last 2 years. The reality is that Yahoo sales are continuing to decline for 5 years (12% down on Display this year and search market share at an all time low now) along with declining consumer usage whereas Google & Facebook are racing ahead even in terms of Desktop usage & revenue. It just proves that comScore UUs is a crap measurement system that means nothing in terms of measuring consumer usage or potential revenue generation.

    Yet, a number of people at Yahoo follow this number like fools without understanding that this has no value. The real value is in measuring engagement or Time Spent where Yahoo is getting hammered with Google / Youtube & Facebook walking away with all consumer attention. And, there is no improvement since pretty Mayer has taken over.

  • kommentz

    There is just no way this is true. Maybe it includes Yahoo Mail and the 10 refreshes it takes to see one email lately.


    Yahoo still exists?

  • Matt McGee

    This isn’t a comparison of search engine usage or ad sales or potential revenue or any of the other things you’ve mentioned. It’s an estimate of visits by US web users to all of these companies’ properties — for Yahoo, that includes things like Yahoo Finance, Yahoo Mail, Yahoo News, Yahoo Real Estate, Yahoo Sports (and fantasy sports) and countless other properties — many of which are the most popular in their space.

  • Tim Fried


    For someone running a marketing company, I’m surprised you didn’t know.

  • david allan van

    Makes me wonder how many employees are assigned to visiting Yahoo sites all day long.

  • Joshua Griffith

    It is the fantasy football season. Nuff said.

  • Thomas Hawk

    Flickr is one of Yahoo’s most trafficked sites. According to Mayer on the last Yahoo earnings call uploads to flickr have increased by a factor of 3. Anecdotally, traffic on my own photos there is up significantly. I’d assume that the new flickr contributed some to these stats.

  • Martin Utreras

    I don’t think this numbers include mobile traffic, with mobile traffic added, Google is king.

  • Apostrafee

    Boom! It’s fantasy football season that explains it all

  • John
  • Nikhil Raj. R

    Ha seems Google’s visitors are all “returning”. That explains it!

  • Stuart L. Crawford

    “what is yahoo!” hahaha. Don’t let the CEO hear that.

    Their rank will fall away as people realise they’re just the same old stagnant company with no idea how to innovate.

  • Vincent Abry

    Nice job Marissa.

  • David Ral

    What’s with the train of clueless posts… They are **unique visitors**. Even if they visited the site 1 trillion times, they are only counted ONCE. Try again.

  • David Ral

    Actually, it includes ALL company-owned. Mobile included.

  • David Ral

    These are 1 month samples. There are only unique visitors. On the first of the month your count is 0. You can’t have any “returning” visitors yet. Once they visit the site once during that month, visiting it again will count as returning. That being said, for the duration of July, Yahoo had MORE unique visitors. Whether or not any of those unique visitors came back or will stick around, we just don’t know from the data presented.

  • Martin Utreras

    It doesn’t. Media Metrix is not inclusive of all devices. This article is a little more clear about what is included and not: Also here you can see that the data does not come from media media metrix multi-platform or media metrix mobile

  • David Ral

    Right… because Google is the god of innovations.

    That company has not innovated ONCE in their lifetime. The only thing that actually worked out is the search engine (and they didn’t innovate that either, Yahoo predates them, albeit not as advenced). So maybe it’s Google talk? Nope, yahoo messenger existed 17 years ago and is still more popular. Maybe it’s Google cash cow, Adwords? Nope! they *STOLE* that idea from Bill Gross of Idealab. Ah, so maybe it’s their other cash cow, Adsense?Nope! That’s Oingo, Inc’s innovation. Google just bought them for like a few hundred million back in ’03. So where is this so called innovation you have been talking about? YouTube that they bought out?

    Maybe it’s Google answers or Google Q & A – both of which failed? Yahoo *INNOVATED* that out of their older Q & A platform. Maybe you referred to Google checkout? Maybe that was somewhat of an innovation (If we pretend like Paypal doesn’t exist). And even that product crashed and burned, discontinued on May.

  • Stuart L. Crawford

    I didn’t mention google once in my comment! Mainly because I agree that they aren’t the most innovative company today. All I’m saying is that until yahoo offer something people actually want, they’re just going to keep spiralling downwards.


    It was a joke? Apparently, you did not find it funny. Oh well.

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