Yahoo's New Search Direct Focuses on "Direct Answers"

Rolling out in beta in the US this week, having been in user testing for some months, Yahoo has launched something it's calling "Search Direct".  The easy way to explain it is Yahoo's response to Google's Instant, though that's not the whole story.

When users type a search request on the US Yahoo site now, a box appears under the search box with what Yahoo are terming "direct answers"; for example, a search for "David Cameron" could produce the top 10 "most likely" searches using those words, plus current news stories.  Where relevant, specific answers to implied questions will be offered too, and could include addresses, phone numbers, weather, film times, retail products and so on.

Yahoo is, of course, claiming this is the "next generation of search" (which generation are we on now?).  Which is probably pushing it a little, but it is symptomatic of the current drive towards personalisation and relevance of search results.

It's clearly not the finished product though.  It's rolling out across all platforms, and over time, sponsored and brand search engine marketing will appear in the results box too, but it's not clear at the moment how that will work - the box isn't that big, which results will be edged out by the ads?  They're suggesting video ads will be incorporated; how will consumers react to this type of intrusive ad, slap bang in the middle of their search?

We don't think it's going to have Google quaking in their boots, but it's good to see Yahoo haven't ceded the battle yet, and it's definitely one to watch.