For the first time since 2011, Yahoo! has surpassed Google as number one in US web traffic. Now, it's not as if Yahoo! has been sitting at the bottom of the list. It's been in second place for a number of years. Nevertheless, the company's success is likely a result of its recent "cleanup." CEO Marissa Mayer has cut much of Yahoo's "dead wood," axing apps that no longer fit the vision of the company. Yahoo! now has a total of 196,564 unique visitors, besting Google's 192,251.
But what is the new company vision? To many technologists, Yahoo! is still hopelessly lost - not quite a content company and not quite a search company. Yet, apparently millions of users in the US flock to their site, probably because it acts as a portal to many useful services like weather, sports, and search (Bing in this case). Yahoo! also owns Flickr, which has been completely reworked for the PC and mobile devices - taking on a very Google+ persona. The redesign (and the addition of a terabyte of free storage) is credited for bringing back users to the photo sharing site.
What is most interesting, is that these numbers don't include traffic from Tumblr, which Yahoo! recently acquired. According to Marketing Land's Gerg Sterling, Tumblr is still "...ranked separately at #28... with 38.3 million uniques." comScore clarified the Yahoo!-Tumblr confusion.
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.
Yahoo! seems to be moving in the right direction, and mobile is clearly a much bigger focus. Many forget that Yahoo! has deals with other companies and provides very valuable data for services such as Apple's Siri. With Tumblr in its arsenal, Yahoo! has a great opportunity to be a social media leader. Also, it's platform agnostic, and it has brought excellent apps to Android and iOS (most notably its weather app). It wouldn't be surprising to see Yahoo! take advantage of both platforms, which could transform it into a valuable development company.