New features: Yahoo! search simplified, relaunched

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Yahoo!'s focus on premium for-pay services doesn't mean it's leaving Search to archrivals Google and Overture. The Internet giant relaunched Yahoo! Search last week to offer consumers a cleaner, simpler interface, a speedier search experience and new features designed to help users retrieve the most relevant results.

While Yahoo! overhauled Yahoo! Search last October, the company says the latest iteration offers consumers content shortcuts to news, maps, images, yellow pages, the Web and people. Among the other enhancements: A search start page designed to complement the Yahoo! home page, customized search preferences that enable searches in more than 30 different languages, a search toolbar allowing consumers to use Yahoo! Search from any browser and the ability to search within a Web site and highlight search terms on the page.

Yahoo!, which recently acquired Inktomi, is working toward integrating the company's search technology across its network and in such mainstays as Yahoo! News, Shopping, Yellow Pages, Personals and Hotjobs.

Yahoo! supports the new Search product via a national print and online ad effort that positions Yahoo! Search as "Simpler. Faster. Smarter." The "More, Less" campaign ads have headlines like: "More diamond. Less rough." And "More succeed. Less try, try again." Print ads are running in The New York Times, Wall Street Journal and USA Today. Online promotion appears throughout Yahoo! and on various news and information Web sites. Havas' Black Rocket Euro RSCG, San Francisco, is responsible for the offline campaign; Simple Design, San Francisco, and an in-house team handled online creative.

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