NEW YORK — For the first time in more than two years, more Americans visited Yahoo’s websites than Google’s, according to comScore’s Internet traffic data for July.
The research firm said Wednesday that Yahoo’s websites saw 196.6 million unique U.S. visitors last month, while Google’s sites had 192.3 million. The last time Yahoo was ahead of Google was in May 2011, according to comScore.
That said, Yahoo is still far behind Google in making money from visitors to its websites. After stripping out advertising commissions, its revenue came to $1.07 billion in the April-June quarter. Google’s, meanwhile, was $11.1 billion by the same measure.
Research firm eMarketer estimates Google will generate $38.83 billion in worldwide digital-advertising revenue this year, more than any other company. Facebook is at No. 2 with an estimated $5.89 billion, while Yahoo is No. 3 with $3.63 billion expected. EMarketer’s figures include mobile ads, which comScore does not count in its Web visitor figures.
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It’s hard to say if July’s figures are a blip or the start of a trend. Yahoo is in the midst of a turnaround orchestrated by CEO Marissa Mayer, who recently clocked in a year at the helm of the Internet company. She has described her plan for Yahoo as a “series of sprints” that will take several years to finish.
Mayer has been pushing Yahoo’s developers and designers to make improvements to the company’s products and services since she was hired away from Google. She revamped the home page, email and weather services with sleeker designs and other improvements.
More users will lead to better financial results, she said in July.
“Hire and retain a great team; build inspiring products that will attract users and increased traffic; that traffic will increase advertiser interest and ultimately translate to revenue,” Mayer said on a call with analysts. “People, then products, then traffic, then revenue.”
That chain reaction hasn’t started yet. Second-quarter revenue, minus sales passed to partner sites, fell 1 percent to $1.07 billion and missed analysts’ estimates of $1.08 billion.
Yahoo stock rose 3.1 percent to $27.90 on Thursday, Google increased less than 1 percent to $873.71.
Material from Bloomberg News is included in this report.