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Stephen Logan

Yahoo to Finally Integrate Bing Search in Europe

2nd Aug 2011 News, Industry News 1 minute to read

It has taken a while, but Yahoo will finally complete the switchover to Bing-powered search results in the UK and the rest of Europe tomorrow. So if you’ve been monitoring your site’s performance across the three main search engines, you can now safely reduce your analysis by a third.

Whilst it may have taken a year for us to finally catch up with the US, it does finally appear that we can now wave goodbye to the Yahoo algorithm for good. However, the big issue for UK search engine users (where it currently has a 2.52% market share) comes in the form of Bing itself. Because, whilst notable updates have been made since the bad old days, we still don’t have the same algorithm or features as American searchers enjoy.

This news probably won’t have massive repercussions for businesses or the search market in general. Taking into account the combined share of Yahoo and Bing, the two currently only make up 5.55% of the overall market. This is some way behind the imperious Google, who continue to dominate with a 91.52% share. So despite the slight change in results, there won’t be any form of massive shift.

As mentioned previously, for this partnership to blossom on these shores, it is vital that British users get the highest quality results from Microsoft – including full functionality. Yahoo of course will be offering less than ever before now; becoming solely reliant on those who search out of instinct, rather than personal choice. In essence it is Bing 2.0, just with a slightly different design and layout as well as an insanely populated landing page.

So for die-hard Yahoo purists, today marks the closing of a major chapter in the company’s history. No longer can you enjoy their algorithm and the results it delivers. It will also force more people into a straight choice between Microsoft and Google, diminishing competitiveness within the industry; particularly with other established search engines, like Ask Jeeves, also abandoning their own algorithm.

With YaBing now going toe to toe with Google and no distractions or unnecessary competition within the partnership, it will be interesting to see how they develop in Europe. It has been surprisingly successful in the US, with a 30% share of the market already cornered, but they will need to replicate this overseas if they are going to compete with Google effectively.

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