In case you missed the announcement, Yahoo! is still alive and kicking and making incremental updates to their search offerings.
Yesterday, Yahoo!’s Dan Rampton made an announcement  regarding “updates to crawling, indexing, and ranking algorithms.”
For those who believe Yahoo! plays an insignificant role in the search engine landscape, and these updates fit nicely into the analogy of “rearranging the deckchairs on the Titanic” a few recent brand stats:
- Apple OS US market share (Gartner, IDC) = 7.4%
- Sony LCD TV US market share (iSuppli) = 13.2%
- Honda US market share (Motor Intelligence) = 10%
Umm, suddenly Yahoo!’s 16.8% market share  (Comscore) seems like an opportunity for some additional traffic.
Case in point: Thanks to a strategic SEO push, a client of ours saw an important keyword that was hovering at the top of the second page in Google, jump to number 2 in Yahoo!’s SERP and overall traffic increase on that term by 5%.
Bottom line – and it is a bottom line decision – even given the upcoming Bing / Yahoo! marriage, Yahoo! optimization should be a part of your current online marketing mix.