Yahoo steps up Microsoft integration

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Yahoo and Microsoft Search Alliance

The next phase of the Yahoo and Microsoft Search Alliance is due to start this week, it has been announced.

Last month, Yahoo commenced what it described as "limited testing" of the new approach in which Microsoft's organic search listings appear on Yahoo Search pages. Although the results are provided from Microsoft, Yahoo has continued to provide its own services around them such as Search Assist suggestions, related topics and site filters.

Changeover affects web and mobile web

And starting this week, Yahoo will begin moving the back-end technology for its search offering in the US and Canada to the Microsoft platform. It means that web and mobile web users throughout North America will soon be viewing Microsoft listings when they search on the Yahoo site. A 'Powered by Bing' message at the bottom of every search results page will inform users of the switch.

It has been just over a year since the Yahoo and Microsoft Search Alliance was formally announced. Under the terms of the agreement, Microsoft was to share its organic and paid search platforms while Yahoo was to operate the relationship sales force for premium search advertisers. It was also revealed that the transition of organic search results in the US was due to be completed by the end of 2010.

The wider picture is that both companies continue to lag well behind Google in the search stakes. According to the latest search figures from comScore, Google enjoyed a 65.8 per cent of the US market in July 2010, while Yahoo accounted for 17.1 per cent and Microsoft claimed 11 per cent.