Since Marissa Mayer’s ascent to the role of CEO and President of Yahoo in July of 2012, the company’s progress has been under close scrutiny from both investors and general consumers alike. Fortunately, a glimmer of success shines through in web traffic statistics from digital research firm comScore: Yahoo was the top-visited internet property of July 2013.
That stat might not sound like anything to celebrate, but considering Yahoo’s struggle through the last few years of slumping search results and declining email usage, the July numbers from comScore bode well for the internet company. The company saw 196.5 million unique visitors, while Google boasted 192 millions and Microsoft rolled in at Number 3 with 179.5 million. comScore reported that Yahoo has not seen this kind of traffic since it was the Number 1 internet property back in 2011. Having endured three CEOs from 2011-2012 until Mayer’s appointment, Yahoo’s traffic numbers were down across the board even into late 2012, so its recent surpassing of Google, Facebook and Amazon site traffic volume– even for just one month – is impressive.
The company has made rapid and somewhat drastic business changes under Mayer’s oversight including her controversial ruling that all employees work physically in the office, as well as a string of acquisitions over the last year with its latest purchase of blogging network Tumblr as the largest to-date for $1.1 billion. Analysts wondered whether Mayer was foolishly spending pretty pennies on startup after startup for good reason, and even though many of the acquisitions’ technologies are still being integrated into Yahoo’s product development – with their final impact on Yahoo’s services yet to be revealed — its top traffic in July could mean the company is on the right track.
Tumblr was listed as the 28th most popular website in the U.S. in July by comScore, but its traffic numbers were not included in Yahoo’s sunny stats, which leaves room for even bigger results when Tumblr’s visitors are bundled into Yahoo’s traffic. Despite these numbers being just one month’s worth of results, the progress of Yahoo’s volume of unique visitors will be data to watch as it aims to climb back into the top seat of U.S. internet giants.