[Ed. note: This article originally set to post on 4/28]
Google and Yahoo sitting in a tree K-I-S-S-I-N-G…well, that possibility could be a reality in the near future. Let it be known that Yahoo is currently seeking a business partnership with Google.
As of April 28, 2008, Google and Yahoo are in the middle of a two-week alpha test. This test is primarily composed of both Search Engines combining and “testing” specific search functionalities to improve Yahoo’s Online search and advertising platform. Simply put, Yahoo Is using Google’s search query and selected algorithmic components to generate and display ads to Yahoo users based upon their searches.
For those that are not familiar with Search Engine market share break down; Google controls roughly 60% of the U.S. Web search market and Yahoo owns roughly 20%. The remaining percentages are comprised of lonely MSN with about 10% market share and the remaining numbers being divided amongst smaller search engines such as Ask.com and aol.com.
The coalition of these two search engines, Google and Yahoo, could dramatically change the world of online search and advertising. In theory, this merger could eliminate all competition within this industry. Why would any business or online surfer want to use a different channel? Google and Yahoo already utilize the most advanced algorithms within the industry and retain the highest levels of user loyalty.
Due to this potential merger, the “Google/Yahoo” test is under investigation by the U.S. Justice Department and other competition regulators for possibly violating antitrust implications. Nothing of note or credible importance has yet to be quoted or released pertaining to this investigation.
I believe Yahoo is taking the right approach to test Google’s applications, strategies and brand name to improve upon their current search operations. Also, this is a slap in the face to MSN as Yahoo recently rejected their (MSN) $44 billion buy out offer. By rejecting MSN and now “working” with Google, I feel that Yahoo is moving in the right direction to improve their search functionality. If this merger happens, I believe this will be a win-win for the Google and Yahoo, but a major lose for all competing search engines.
One step at a time though, lets see what type of reports and feedback are released once the test is complete and their data is viewable. I am very interested to see what their “test” findings show and what the next steps are, if any.
Generally, my addenda are long and make several sub points on what I write about. However this addendum is quite the opposite. I wanted to point out that I am biased towards Google. My tone in writing this blog may not show it, but I respect Google too much and want them to succeeded and fully control this market. Google is simply a great brand with a great product, which I want to see get better. By Google helping/working with Yahoo I only see future benefits and improvement in this youthful world of Search Engine Marketing. In my eyes, I see Google as the older brother, helping his younger sibling, Yahoo.