OpEd: Yahoo 2.0!? Why Yahoo Should Bring Back the Directory: A Case for Revival

Podcast version:

Dear Jim Lanzone;

The internet has changed dramatically since Yahoo first introduced its iconic directory in the mid 90s. While SE’s have become the swiss army knife of choice for discovering niche pages, the Yahoo Directory was a special HUMAN curated guide to the web that encompassed “The Joy of Discovery“. As the web was rewritten in Googles Page Rank image, it gave us anti-sceptic laser focused content and SERPs but we lost that human aspect. This shift, while efficient and arguably correct, traded that joy of discovery, for the gratification of an instant answer. That turned the web from websites full of connected content into nothing more than isolated webpages with little in common with each other than a vague category.

As a webmaster, I have watched as average page views per user go went from 4 to 5 in the early 2000’s, to almost bottoming out at 1 per user today. (it is pretty much flat one-per-user if you only consider Google referrals). Yahoo gave us interested Users and Google gave us Clicky’Loos.

The irony? Google is now scrambling to fix the very problem it created. Through its much-touted (and absurdly named) EEAT guidelines, Google is practically pleading with webmasters to prioritize site-wide content quality. Yet, this push for “trust and authority” directly contradicts Google’s laser-focused, keyword-driven SERPs. Webmasters increasingly feel EEAT is just a coded way of saying: If you’re not a top advertiser, good luck getting seen.

Google’s site content quality push, is diametrically opposed to the laser topic SERPs that are about precision and finite niches – while, EEAT is about authority of the whole website content offering. Many webmasters I’ve talked to, feel that Google’s brow beating about EEAT is just a thinly disguised code for unless you are one of the top 10,000 advertisers (who are alleged by some to control a high mass majority of Google s Ad income) you can pound sand (because they are the only ones that can pay the content development tax). Although that theory sounds good in our conspiracy laden web world, I think it vastly undersells Googles’ reality here. Google not only needs to keep traffic flowing to advertisers sites (again, those sites that can afford the price of content), they need FRESH content from fresh sources to keep the SERPs mildly interesting. Otherwise, just let AI answer everything – turn out the lights – go home – game over – the web is done. Google needs fresh content for the Serps, and for AI responses as well.

That is why I feel the web is overdue for a curated, human-vetted alternative to search-engine-driven browsing. Yahoo has the opportunity to revive its directory—not as a nostalgic relic, but as a modern answer to today’s digital disconnection.

The Feasibility: Yahoo, You Got This!

Unlike the 1990s, Yahoo doesn’t have to manually curate every site in a massive, labor-intensive process. Advances in AI and machine learning make it possible to automate a portion of curation while maintaining human oversight for quality control. By leveraging NLP (natural language processing) and algorithms to categorize and rank sites, Yahoo could relaunch the directory in a far more scalable and sustainable way. Then using crowd sourced feedback, Yahoo could hand edit categories of choice. In fact, you could have a ‘category’ of the week, day, or month that is hand edited.

Yahoo still owns one of the most recognizable brands in web history. This directory wouldn’t need to be built from scratch. It could/would be an evolution of sorts, integrating with Yahoo’s existing assets like Yahoo Search, Yahoo News, and Yahoo Finance.

The Profitability: Monetization and Market Demand

Yahoo Directory 2.0 could be a lucrative asset in multiple ways:

1. Paid Inclusion & Sponsorships – The modernized directory could offer biz opportunity to apply for premium placements – much like how directories like Crunchbase and Capterra do today. Of course – companies would gladly pay for vetted, high-quality exposure.
2. Affiliate & Subscription Models – A paid subscription tier for premium insights, enhanced listings, or analytics could attract both marketers and business owners. Additionally, an affiliate model for linkbacks could generate revenue from referred traffic to partner sites.
3. Advertising & Lead Generation – The directory could integrate seamlessly with Yahoo’s entire advertising ecosystem – allowing for highly targeted contextual ads that are more relevant than standard search ads.

Why the Web Needs It

The web has become bloated with low-value, AI-generated content, SEO spam, and algorithmic manipulation. Just yesterday, Google said that 50% of the web is spam (no mention of how much of Google is now Google property spam – 78%?). A directory offers an antidote: an organized, human-vetted collection of the best the web has to offer. It would serve as a quality filter in a sea of questionable search results, offering users a reliable, structured alternative.

Honestly, discovery has become fragmented due to Google. Look, sure we can go looking for a topic in Google, but we end up looking at niche content and not exploring the site. There is no other reason why page-views per user have consistently dropped since about 2000. Social media platforms push engagement-driven content, and search engines prioritize ads and AI-generated snippets. A directory can restore the experience of genuine web exploration, where great content isn’t buried under paid placements and black-hat tactics.

How Yahoo Can Implement It

1. Hybrid Curation Model – AI does some of the lifting of organizing and recommending sites, while human editors refine and validate paid submissions.
2. Community Submissions & Voting – Verified users can suggest sites, upvote the best listings, and help maintain accuracy.
3. Integration with Yahoo Search – Make it a parallel feature within Yahoo Search, offering structured results alongside traditional search listings.
4. Niche and Vertical-Focused Directories – Instead of an all-encompassing directory, focus on high-value industries like tech, finance, health, and local businesses.
5. Then put one or two sites at the top of every search in the traditional search engine. Give people the choice.

Why Marketers Would Love It

SEO professionals and digital marketers are in a constant battle for visibility in our algorithm-driven world. A Yahoo Directory would provide an authoritative source of high-quality links, driving referral traffic and improving credibility. Marketers would eagerly submit their businesses, ensuring quality listings without the need for excessive pay-to-play dynamics that are the scourge of PPC advertising.

Why Users Would Love It

For everyday users, a curated directory offers:

• Less clutter, more quality – No more sifting through endless search ads and AI-generated fluff.
• A return to discovery – Find excellent websites without needing to know the perfect keyword combination.
• Trust and reliability – Human oversight ensures a better browsing experience.

Conclusion: Yahoo’s Golden Opportunity

Bringing back the Yahoo Directory isn’t just a nostalgia play—it’s a strategic move that aligns with the web’s biggest challenges today. It’s a chance to rebuild Yahoo’s reputation as a leader in web discovery, create a sustainable revenue stream, and offer a much-needed alternative to search-engine-dominated browsing. The web needs a structured, reliable directory again, and Yahoo is perfectly positioned to make it happen.

So, Yahoo—are you ready to ride at dawn?