Yahoo revs up search results in turnaround quest
SAN FRANCISCO — Yahoo Inc. is jazzing up its Internet search results in an effort to orchestrate a revenue revival.
The additional features were beginning to appear Thursday on Yahoo's U.S. website.
The new tools are designed to get people to the information they seek more quickly, especially when searching about entertainment, sports and major events.
Some of these shortcuts have already been available on Yahoo, but now there will be even more options and snapshots featured in capsules appearing at the top of the results page.
More marketing messages, including the online billboards known as display ads, may also crop up on searches that appear to be spurred by a quest to buy merchandise.
Yahoo hopes to distinguish itself from its Internet search partner, Microsoft Corp.'s Bing, by making its own results more useful.