简体中文
English
Русскийalliance
Yahoo! and Microsoft search alliance to come
23
Jul
Jul
Microsoft and Yahoo! have given an update about the Bing-Yahoo! search platform merger by uploading a new video on their search alliance site.
Microsoft-Yahoo! search alliance
Both companies announced last year an agreement stating that search ad inventory from Yahoo!, Microsoft, and their respective partners would be combined into a unified search marketplace, giving advertisers access to an audience of more than 560 million searchers worldwide.
The aim of this agreement is to create a competitive choice in search for advertisers and consumers. However, the Yahoo! and Microsoft search alliance doesn't include each company's display advertising, web properties and products like email, instant messaging, etc.
The Bing-Yahoo! merger is expected to complete in the end of this year for advertisers in the US and Canada, and Yahoo! promised to complete all global advertisers’ transitions by 2012.
Bing to power search
Microsoft will manage the technology platforms that deliver the algorithmic (powered by Bing - by the way see our post about how to optimize your site for Bing) and paid search results (powered by adCenter) while Yahoo! Search Marketing will be shut down. Yahoo! and Microsoft will continue to have differentiated consumer search experiences.
Moreover, both companies will each provide customer support to different advertiser segments: Yahoo!’s sales team will exclusively support large advertisers, SEO and SEM agencies, and resellers and their clients. Microsoft will support self-service advertisers.
Microsoft adCenter will be the platform for all search campaigns.
An alliance reshaping the search industry
In 2008, Yahoo! tried to quit the search market but negotiations to sign a deal with Google came to naught.
The alliance enables Bing’s and Yahoo!’s US search market share to go up to 32% (Bing 13% and Yahoo 19%) compared to Google’s 63% (data by ComScore’s US search market share report of June 2010).
Though, I'm not sure this alliance will be enough to counter Google. The US leading search engine remains wiser and better than its rivals as you can check in our SEO comparison on keywords between Google and Bing and our SEO test about national vs. international domain name extensions.
