Is Panama Working?

That’s a key question if you are a shareholder or employee of Yahoo (YHOO). comScore published the results of a study they did on click rates pre and post the launch of Panama and here are the results:


Certainly the trend is in the right direction. I have no idea if this order of magnitude gains are something to be excited about or not. I do know that Google’s click rates are significantly higher than Yahoo’s so a 9% gain is not going to get them parity with Google.

I also know that there are many people in the search marketing business who read this blog. Maybe they have some anecdotal data they can share in the comments.

Non Disclosure – I do not hold a position in YHOO at this time.