Yahoo opens up search platform

The days of plain text search results on Yahoo are coming to an end. Website owners will soon be able to create eye-catching results by injecting such elements as images, reviews and deep links using Yahoo's API.

Internet users who use a Yahoo Search plug-in created by a website owner will see enhanced listings when the publisher's site is returned in Yahoo search results.

The use of plug-ins won’t interfere with the order in which search results are presented, confirms Amit Kumar, director of product management for Yahoo Search. "This is not a paid relationship; it's all about relevance," he said.

However, for publishers who enhance their search listing to better direct and inform searchers to the most relevant information, the rise in click-through rates will, in turn, increase relevancy and improve search ranking.

Publishers who will be offering plug-ins at launch later this year include Yelp, the CondeNet network and BabyCenter.

Tags: API, open platform, search marketing, Yahoo