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by Samantha Noble on 21st July 2010
Companies have been advised to act immediately to avoid any headaches caused by forthcoming changes to the way search results are collated on Yahoo! and Bing.
The Microsoft and Yahoo! Search Alliance is to see Bing powering the results on the latter company’s website, something that will affect users of pay per click services.
Joseph Kerschbaum, a contributor to Search Engine Watch, explained that pay per click users will get their adverts displayed by both search engines, with no option to choose one or the other.
He advised companies to open adCenter accounts now so they can be ready for the change, which will affect keyword usage.
“The data displayed within your merged adCenter account will contain an aggregate of your Yahoo! and Bing performance for each keyword and ad text,” Mr Kerschbaum said.
According to the Yahoo! Search Marketing Blog, companies need to carry out tests to see which keywords work best in organic search results on Yahoo! and Bing.