12 CASE STUDY: YAHOO

In the last chapter, we examined Cork'd, a small, innovative, recent startup. In this chapter, we move on to take a look at a company that represents the other extreme on the Web: Yahoo, arguably the Web's most visited site. Unlike many other highly visited sites, such as Google, Yahoo's traffic comes largely from the content it publishes across a broad spectrum of sites. Yahoo is almost certainly the largest publisher on the Web in this respect.

As you've seen throughout the book, Yahoo uses a range of microformats extensively. In this chapter, we'll examine some of these uses in more detail and talk to a Yahoo developer about the company's interests in microformats, the benefits seen from adopting them, and the lessons ...

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