Microsoft / Yahoo Alliance

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In October 2010, the alliance between Microsoft’s Bing and Yahoo began. The partnership covers both organic and paid search listings. Yahoo search results are now powered by Bing’s search algorithms, moreover, the paid search ads on Yahoo search are generated by the Microsoft adCenter.

For marketers, the move streamlined organic search marketing, as well as PPC campaigns aimed at Yahoo and Microsoft. Essentially, businesses no longer had to adapt their campaigns to both Yahoo and Bing. This makes the process of generating content for searchers on both platforms more simple, and Bing algorithm updates apply to both search services.

Since the merger, the businesses have made some gains on Google when factoring their success as a singular entity. However, as of January 2012, Google still accounted for more than 66 percent of all search queries in the United States. Additionally, Yahoo is struggling to find its place with web offerings since the partnership took affect and industry insiders speculate that the alliance led to the dismissal of Yahoo CEO Carol Bartz.

Here are some additional resources for marketers planning SEO or paid search campaigns for Yahoo/ Bing: