Yahoo isn’t just back in the game – it’s winning.

Ben Hammersley writes an interesting piece in the Guardian today titled Second Sight. It’s well worth reading, and looks at recent developments from Yahoo and Google, and reports that “Google, it seems, has jumped the shark.” His conclusion is that it’s “Three-nil to Yahoo.” Give it a read, I think you’ll be impressed, and probably find out some things about each company that go against the prevailing PR winds.

Yahoo is the new Google. Google is the new Yahoo. Up is down, and black is white. This spring has been very strange. Google, it seems, has jumped the shark. It has been overtaken, left standing, and not by some new startup of ultra smart MIT alumni or by the gazillions in the Microsoft development budget, but by the deeply unhip and previously discounted Yahoo.

The article provides a good overview of recent Yahoo activity, including the Yahoo Search API, research.yahoo.com (and next.yahoo.com), live traffic conditions on Yahoo! Maps, a gig of storage on Yahoo! Mail, Yahoo! 360, Flickr, and even the quietly released Creative Commons search on Yahoo!: http://search.yahoo.com/cc

Update: Danny Sullivan, Editor of the premier search industry publication, released their 5th Annual Search Engine Watch Awards today, and for the first time Yahoo! Search takes first place, bumping Google to second.

Remember what I said about prevailing winds, and hold onto your hat.