When was the last time you used Yahoo!? Yeah, me either. I suppose much of it has to do with the Google brand being tattooed onto everything these days or the fact that the search functionality remains superior for whatever reason. So again, how is it managing to fight its way through this? By becoming the default search provider of select portals.

The unfortunate side to this is that most of these portals are simply destinations for those who have not figured out how to change their home pages to something a little more dynamic. What has helped it a lot, however, is now Yahoo! is able to work with some fairly big names with its advertising services. This spells revenue in a big way. Too bad it’s not enough revenue to matter all that much.

So in the end, what is Yahoo!’s single biggest issue? Simple – identity. Seriously, is it a search engine or a Web portal full of crap that no one really cares about? And to be fair, I see Google creeping around making the same mistake as well. The difference is, it has sense enough to keep its main page litter free while Yahoo! is offering buckets of sensory overload. Simplify man, just keep it simple.

[tags]Yahoo,portal,web site,ads,revenue,google[/tags]