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Yahoo Scandinavia. STATUS: 3 months after the closing?

How did it affect your traffic?



7:41 pm on Apr 26, 2004 (gmt 0)

WebmasterWorld Administrator 10+ Year Member

It's now been 3 months since Yahoo! decided to close down their operations in Scandianvia [webmasterworld.com]

Since then scandianvian users have been asked to goto Yahoo.com when entering y.dk, se and no. Yahoo claimed that they didn't expect any major downfall in traffic, because 77% of the scandinavian users surfed to yahoo.com anyway.

Well, I guess the 23% that didn't surf to yahoo.com where folks bunch that actually used Yahoo to search.


Because ALL traffic to most of the sites we monitor, have gone elsewhere. It certainly DIDN'T migrate to yahoo.com. Taking the new search technology and geo-targetting in consideration, we get ZERO traffic from yahoo.com on danish, swedish and norwegian keywords. Nothing, nada, zip - zero!

Once in a week we get a rouge referrer from people miracously stumbling on the old (dead) directory pages. That's it.

Basically the overall traffic stayed the same - all things considered - and the traffic from the late Yahoo Nordic (about 8-10% for us) MUST have gone elsewhere. Our stats reflect a migration to local Google's.

So fellow scandinavians - what are you seeing 3 months after the funeral?


6:56 am on Apr 27, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

I agree with you.
In Sweden Yahoo is dead, there is no traffic at all so the yahoo surfer have moved to another place.



6:05 pm on Apr 27, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

3% of the refferers to our Norwegian sites come from Yahoo!. This figure was approx. 6-7% before they "killed" the Norwegian Yahoo! So, it`s not totally dead, but very close to being.

Mikkel Svendsen

12:11 am on May 4, 2004 (gmt 0)

10+ Year Member

I have noticed approx the same trend as Tor across a number of different websites primarily in Danish. There are definately still a chunk of Danish users left on Yahoo as I also see 2-4% (down from 5-7%) on pure Danish keywords.

However, in the same time frame Yahoo has also switched from Google to Yahoo!Search (Inktomi) so a drop in referrers from almost 10% when Yahoo was in Scandinavia to nothing now must be a result of bad positioning in the new index rather than just the close down of Yahoo in Scandinavia.


12:31 am on May 4, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

How interesting hearing from our Scandinavian counterparts. It is hard to imagine a Yahoo profit and loss scenario that shuts down an entire part of the world. Especially given that search is still in its infancy.


1:50 am on May 4, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

1) Own Danish sites:
January: 9-10% from all Yahoos
April: 3-4% from all Yahoos

Overall traffic increase.

2) What some random guy told me at the local pub (*):
January: 1-2% from Yahoo.com
April: 3-4% from Yahoo.com

Overall traffic increase. Not due to extra Yhoo traffic.

(*) Let's just say it's a pretty large site, as in "you've been there recently if you're Danish". General interest would be an appropriate description. I'm not quite sure why yahoo.dk is n/a on the list, but it is, so yahoo.dk traffic might have dropped more than the increase from the dot-com.

Mikkel Svendsen

1:51 am on May 4, 2004 (gmt 0)

10+ Year Member

It wasen't a big surprise that Yahoo closed down Scandinavia. They have been loosing money for years and I do not think they would ever get the reach and dominance it takes to make money on search and portal products here. It's not '99 anymore so I guess the owners got tired of loosing money :)


2:10 am on May 4, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

Pardon my ignorance, who has the reach and dominance?

Mikkel Svendsen

2:33 am on May 4, 2004 (gmt 0)

10+ Year Member

Google has a pretty significant reach in search, directly from Google.com, from the local domains and not the least through good distribution partners such as Eniro.

But I guess you are asking who have the portal dominance, right?

In Denmark Jubii (Lycos) is the largest, followed by: Eniro, TDC Online and MSN. In Sweden and Norway Lycos (local brands), MSN and Eniro is big too - in Norway Eniro is bigger than in any of the other countries.

There is no doubt that Scandinavians have allways favored local brands such as Jubii, Spray and Eniro. However, they too have had to take some considerable losts over time.

Jubii used to be profitable untill Lycos took over but they (Lycos) are so used to loosing money that they probably don't notice :)

Eniro is part of a large cataloge company. Web is just a small part so they can probably write off the losts as part of their branding.

I am actually not sure how MSN is doing financially, but even if they are loosing a some money i doubt they will leave Scandinavia because MSN plays a strategic role for the much larger Microsoft.


1:36 pm on May 4, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

Pardon my ignorance, who has the reach and dominance?

In Norway the Eniro owned directory Kvasir has approx. 50% marketshare in the search business.

troels nybo nielsen

5:26 pm on May 24, 2004 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

Same tendency:

Yahoo has dropped to almost insignificance in my logs for Danish search terms. And guests from the directory are indeed seldom.

This seen on a background of overall growth, mainly through Google, but also MSN, Eniro and Jubii. And quite a few small contributors.

In the olden days Jubii used to dominate heavily in my referrals. That changed, mainly due to three factors (not necessarily in this order):

1. Google.
2. Me learning a bit of SEO, first in Mikkel's Danish forum, then here.
3. Jubii more and more shifting focus from directory with some other stuff to portal with an almost invisible directory.

Yahoo never got anywhere near to the fight about being #1 in my referrals. And just like Jubii they more and more sent me guests through their search, not their directory.


10:21 pm on May 24, 2004 (gmt 0)

WebmasterWorld Administrator 10+ Year Member

You summed it up nicely Troels. My Yahoo numbers are heavily down. Rankings and visibility never been better. It's defintly fading - so it Jubii.

I'm seeing a nice increase in Eniro numbers too, so total traffic level is probably over average.
Seems their recent tv ads are paying off.


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