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by Lucy Griffiths on 7th July 2010
Yahoo! has advised users of its Search Marketing service that they will need to update their keyword lists ahead of the transition to the Microsoft Advertising AdCenter.
The Yahoo! Search Marketing blog explained that it maps keyword variations using the primary form of a word, while AdCenter sees plurals, as well as common misspellings, as separate keywords.
"While this does increase your number of keywords, it also provides you with a more precise level of control that can help you improve performance," users of SEO services were advised.
It added that companies affected by the forthcoming switch should draw up an expanded list of keywords so they are prepared for the change.
Earlier this month, the blog stated that Yahoo! and Microsoft intend to implement the transition during this year, but cannot yet be more specific on dates.
It said the companies are prepared to delay the switch until 2011 if it means improving the experience of users.