Microsoft Bing Takes Over Yahoo Search by djsgjg0045


									Last week, Yahoo and Bing began the handover of Yahoo Search backend search
technology to Microsoft 鈥檚 search platform. This transition has been completed in
the US and Canada, with Australia and other markets to follow suite in the coming
months. The first thing Users will begin to notice a 鈥減 owered by Bing 鈥?logo at
the bottom of their Yahoo search results pages.
  Although the original deal was intended for Microsoft to buy Yahoo! outright, last
year it was decided that the arrangement would involve Yahoo giving up just its
search market share.
  Yahoo will use Microsoft's search engine Bing on its own sites while still providing
its exclusive global sales force for premium advertisers.
  The deal lets Yahoo focus on being a content portal, while giving Microsoft a bigger
piece of the search engine pie. If anything, that change in focus will have the most
impact on users,
  So What Does This Mean For SEO?
  Many SEO consultantsand search marketerswill be monitoring the emerging
searchscape closely to make sure they and their clients are not adversely affected.
SEO consultants will need to become aware that a shift towards Bing means that the
organic search results in Yahoo may come up slightly differently and Bings
webmaster tools would replace Yahoos site explorer for sitemap submission to get
websites properly indexed.
  U.S. Internet users conducted a total of 15.6 billion "explicit" searches in July, with
Google handling 10.3 billion while Yahoo served to 2.7 billion and Microsoft 1.7
  How Will It Affect Search Marketers
  Microsoft announced that Yahoo advertisers can now begin transitioning their paid
ad management to the Microsoft Ad Centre and sets the date for the paid search
integration to be complete by the end of October 2010. If this occurs on schedule, it
will come just in time for the holiday season, a crucial time for retail advertisers. If
there is any chance that the integration will cause any problems for advertisers over
the holiday season, it may be postponed until 2011. Yahoo currently has several tools
for advertisers on its website to aid the transition, such as a feature comparison,
transition checklist and a 鈥渃 ompatibility report 鈥?generator.
  For PPC Search marketers, consolidation of both Bing and Yahoo 鈥檚 search
market share could prove to be a good thing. Such a consolidation means that if you
have paid search management accounts with both Yahoo and Bing, you will soon be
managing them in one place as well as get an increased eyeballs for your ads. This is
certainly true for those who do business in the US and Canada, but it 鈥檚 not that
exciting here in Australia.
  Here 鈥檚 why:
  Assuming that the latest search engine market share in Australia stats from Hitwise
continue to hold true when the Microhoo search takeover comes to Australia, the
combined share of Yahoo and Bing would be 5.76%. This is compared with around
30% in the US and Canada. In Australia, Google 鈥檚 market share stands at a
commanding 92.53%. So while Bing 鈥檚 combined search market share in the US
and Canada looks very impressive for a search engine that was only launched less
than a year ago, there is a lot of work to be done in this part of the world to put much
of a dent in the Google search monolith 鈥檚 Aussie market share.
 So What Does Yahoo Do Again?
 With Yahoo still intact as a company in its own right as Microsoft 鈥檚 bid to buy it
out ending with an agreement to outsource its search engine technology to Microsoft,
where does this leave Yahoo as a brand and how it will remain useful to Internet users.
Heads at Yahoo insist that they have never been a 鈥渟 earch 鈥?company, indeed
Yahoo as a brand resists being defined in any particular category. It appears that
Yahoo has value as a content company and increasingly as a social media company
and content/social media aggregator.
 In any case, it isn 鈥檛 entirely clear which direction Yahoo wants to go and may be
suffering from an identity crisis. It will be interesting to see how Yahoo travels into
the future.
earch/If your business is looking for cost effective ways to promote your website to
attract sales and/or leads online, Professional SEO has the answers.

David Lopez is an Internet Marketing consultant with 10 years experience on internet
technologies and is working as part of the AWD team.

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