For the first time since May 2011, on July the Yahoo! portal was the most visited in the U.S.A. surpassing Google. This result was presented by ComScore, a company specialized in marketing research on the internet. The traffic measured doesn’t include visits to the pages of Tumblr, the service bought by Yahoo! a few months ago.

According to the survey conducted by ComScore, last month the Yahoo! portal has received 196,564,000 unique visitors while Google has received 192,251,000. It’s certainly good news for Yahoo! CEO Marissa Mayer (photo ©Mrgadget3000), a confirmation of the good results that her administration is getting, together with a huge growth in the value of the company’s shares. However, there are different interpretations of this result.

There are no official comments from the parties involved so we have only the data to interpret. One element to consider is that the figures presented by ComScore don’t include traffic from mobile devices, which is a more and more important part of the visitors. Google probably has more visitors connecting via tablet or smartphone, however, Yahoo! released a new application for these devices when it unveiled the new look of its portal.

Indeed, the new graphics, along with enhancements to Yahoo! Mail, now integrated with Dropbox, and the revamping of Flickr, are among the factors considered crucial to this success. The traffic on the portal doesn’t say everything about the success of a company. To be clear, ComScore also tells us that at the third place there are Microsoft sites, that received 179,762,000 unique visitors, while at the fourth place there’s Facebook, that had “only” 157,219,000.

The greatest doubt about Yahoo! concerns its advertising revenue. In the last quarter Google reported revenues of over $12 billion with an increase of almost $1.5 billion compared to the same period of last year. Instead, Yahoo! reported revenue of just over $1.1 billion with a decline compared to a year earlier.

In short, Marissa Mayer has made many changes and some results are already positive but there’s still much to do. ComScore is expected to start releasing web traffic analysis from mobile devices as well and it’s expected that it will favor Google. Probably it will take much more to really think to beat Google, but after being given up for dead for Yahoo! every victory is important.

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