While it has been common knowledge that Yahoo wants to get back into the search game, many believe that Yahoo is just too far behind in order to get any inroads into search. However, Marissa Mayer, Yahoo’s chief executive (CEO), is looking to attack it head on by becoming Apple’s default search provider in iOS, Re/code reports.
The big question is whether Yahoo has a good enough mobile search product at this time. They had the technology before, but a lot has changed within the search space in those years.
Yahoo’s search execs have left the company, so they would be completely rebuilding. But Mayer has her passion – and roots – in search, from her time at Google.
Mayer has been putting company resources into building a new search product. She spearheaded two projects earlier this year, called Fast Break and Curveball, specifically for the purpose of bringing back organic and paid search back within Yahoo.
It isn’t a stretch that Yahoo should look to Apple if they’re serious about getting to search. When I reported about Yahoo moving into contextual search, I said their key could be becoming the default search engine for Apple products.