Articles in The 'yahoo' Tag

July 30 2010

When Two Become One

by Katherine Bennett

There have been whisperings in the air and at meetings about a particular merger. Some held their breath, while others thought it would never happen. Well, it’s official. Yahoo and MSN/Bing are merging their search efforts to form a union known as the Search Alliance.

Search Alliance is the name that Yahoo and MSN/Bing are using for the search merger. However, at the same time they are still competitors. Although Yahoo and MSN/Bing have joined forces in the search arena, they will still remain competitors in the display market. If a company is running display campaigns with either of the engines, they will be unaffected by the merger in regard to through which engine their display ads will be managed.

The Search Alliance merger will allow Yahoo results to be powered by MSN/Bing. When the transition is complete advertisers will be managing their paid search campaigns in MSN/Bing AdCenter. Any advertiser who has been advertising in both Yahoo and MSN/Bing for search will only need to focus on optimizing the MSN/Bing campaigns because their Yahoo campaigns will be turned off. For advertisers who are only advertising in Yahoo, they will need to make sure that they get a MSN/Bing account set up.

The Search Alliance should prove interesting. Many questions arise such as will cpc’s go up? What search partner sites will I show up on? One of the most daunting questions is how will the merger affect my traffic and my ROI? There is one answer for all of these questions. The answer is only time will tell. 

July 21 2010

Bing to Power Yahoo Search Results

by Darren Franks

Yahoo recently announced that, “Assuming our testing continues to yield high quality results, we anticipate that our organic search results will be powered by Bing beginning in the August/September timeframe.” This is sooner than most people expected, but what does this actually mean?

Bing and Yahoo will be functioning as two separate entities, meaning there will still be and, but the Yahoo organic search results will essentially be served via Bing’s algorithm. To the average user, this shift will not mean much, but to SEOs, it could potentially mean a great deal. For one thing, Bing simply do not have the same amount of data that Yahoo possesses, so the literal “amount” of results for a particular search query won’t be as robust as Yahoo’s. Also, many webmasters will notice distinctly different results in terms of ranking in both Yahoo and Bing, so webmasters who don’t get high rankings in Bing as they do in Yahoo may want to consider adopting more “Bing friendly” SEO strategies. The trouble with that is; nobody knows for sure what the real differences between Bing and Yahoo are in terms of which signals they use in their respective algorithms. As of right now, the most appropriate strategy is to study one’s current positions in Bing and see which pages are ranking better. Bing also has guidelines on how to optimize your website, such as this page for their SEO guidelines: Search Engine Optimization for Bing.

July 12 2010

The Yahoo! and Microsoft Search Alliance

by Emily MacNair

The search engine marketing landscape is ever changing, and the second half of this year will prove to be no different.  There is one change that we’ve talked about with many of our clients, but unless you are immersed within the industry on a daily basis, this still may be unknown to you.  Yahoo and Microsoft (Bing) have created a partnership called the Search Alliance

So you may be asking, what exactly will be happening? Essentially two major changes will be taking place.  One is with the organic search results and the other with the paid search results.

For organic search, Bing will be the driving force (algorithm) behind the results.  Therefore, once this transition takes place, when you conduct a search on Yahoo!, the results that you see will be determined by the same algorithm that determines Bing’s organic results.  That being said, we expect that soon Yahoo! and Bing will have the same organic results.  The testing for the organic results is said to begin this summer, with the full (organic) transition taking place in August / September.  Keep in mind that once this transition takes place, Yahoo’s search results may still have a Yahoo look and feel.  So if you’ve never really cared or paid attention to your Bing positions, you definitely need to now!

On the paid search side, a lot of changes are also being made. Until now, marketers have been using two different platforms for managing their advertising on Bing and Yahoo. With the Search Alliance, marketers will now use one platform — Microsoft’s adCenter — to manage their paid search. The paid search transition should be finalized before the holiday season, but it could be pushed back into 2011 if needed. While many are touting that this will be easier for advertisers as they’ll have one place to manage their ads for both Yahoo and Bing, there are a few critical things that should be considered. First, there will no longer be a way to monitor your Bing ads separately from your Yahoo! ads. Your ads will soon be eligible to show on the “Search Alliance”.  In addition, as you probably have experienced, Bing and Yahoo! have different searcher demographics. As this Search Alliance takes place, your campaigns will likely require lots of initial monitoring and optimization tactics as a result of this “new” market. Also, if you transition your campaigns from another account over to adCenter, you will be starting with a blank slate in terms of historical performance, which will have to be built up over time.

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