The Deal is Done
Yahoo and Microsoft finally closed the search deal that has been sort of being back and forth for months, now. Both companies released the following statement:
“Microsoft and Yahoo! believe that this deal will create a sustainable and more compelling alternative in search that can provide consumers, advertisers and publishers real choice, better value, and more innovation.
“Yahoo! and Microsoft welcome the broad support the deal has received from key players in the advertising industry and remain hopeful that the closing of the transaction can occur in early 2010.”
What does this mean for Yahoo and Microsoft?
Microsoft’s Bing will be the exclusive algorithmic search and paid search platform for Yahoo! sites also, Yahoo! will keep using its technology and data in other areas of its business such as being able to enhance display advertising technology. Additionally, Microsoft will also obtain an exclusive 10 year license to Yahoo!’s core search technology, and Microsoft will be able to use Yahoo! search technologies into its existing web search platforms. There is a bit more to it than that, but it does seem that the merger is going to be a beneficial thing for both companies and the stakes are upped yet again in the search engine optimization world. It’s pretty interesting to watch all of this unfold, and to also keep seeing the various improvements in search, user friendliness that these companies all bring to the table in an effort on each one’s part to win the search engine wars and gain that coveted “top search” title. As they do so I imagine more and more users will rely more heavily on searches than they already are- which is of great benefit to anyone utilizing search engine optimization for their on line marketing needs.
Keeping an eye on the search engine wars, and the developments there shows us that not only are the users getting more for searching, but that there is going to be an increase in the exposure that a business using search engine optimization can obtain through a decent program. And it seems like every week, there is another change, another incentive to search being brought out by one or all of the search engines, so the platform for exposure grows.
When you consider some of the improvements that Yahoo! itself had already made to mobile marketing and their own platforms, and the improvements that Bing continues to show- this is all coming together for a much rounder, more enhanced way to search and do business on line. As more and more users begin to depend on both desktop searches and mobile searches, it does seem that the importance of search engine optimization in marketing is going to steadily increase, bringing about a stronger surge in marketing for anyone who happens to be using the tools at their disposal in an effective manner.