Some internet analysts have suggested that the growing popularity of Microsoft search engine Bing could change the way that online marketing operates, as it muscles in on the domination of the search market by Google.
With Bing just over a month old, research by comScore found that, along with the Yahoo! search engine, it was gaining ground on the market leader, with implications for anyone involved in SEO marketing.
Across the USA in May, an incredible 15 billion searches took place. Of these, Google remained at the top, with 63.7 per cent of all searches conducted using its engine. Nevertheless, this was still a smaller percentage than in April – and both Bing and Yahoo! were the ones making up the ground.
Google’s rivals are considering teaming up to better challenge its supremacy. Recently, Microsoft senior vice-president Yusuf Medhi said that his company hopes to have integrated Bing’s search technology into Yahoo’s applications by the end of 2010.
Mr Medhi tolf the Search Marketing Expo in Seattle: “Right now, Yahoo engineers are joining Microsoft and they’re sharing ideas. We will power the algorithm results and the paid search results – Yahoo has flexibility to add things on top.”
Although online marketing companies should not rush to shift their Google-based strategies towards Bing or Yahoo! just yet, it makes sense for anyone involved in SEO to keep an eye on their direction of travel and take Google’s rivals into account.
With the prospect of closer working between Bing and Yahoo! by the end of the year, it would be foolish to discount the chances of a more formal partnership between the two in the near future.