In 2009 Yahoo! and Bing signed a deal which would make them partners rather than rivals in the search field. Together they formed Search Alliance making Bing, Microsoft's search engine the one that would be behind Yahoo! The increasing of search results began in North America in August 2010 but did not occur in Europe until a year later. The merge of the two search engines was launched in Europe in August 2011, but seems to be irrelevant in terms of numbers of users who actually do not use Google in Europe.
Yahoo! joined forces with Microsoft in an attempt to compete with Google, which has a 66% share of searches in North America and a 92% share of searches in the UK according to a Hitwise survey published in July 2011. In North America, Yahoo! and Bing combined have a 28% (approximately) share of searches while in the UK they have a combined 5.84%. It is illegally that this will change in the UK and the rest of Europe at least. In other European countries the Yahoo! / Bing share of searches is a little less than it has in the UK.
This merger is good news for advertisers as now there are only two instead of three advertising platforms in the domain of internet searches which they should have a profile on. Of course this is true primarily for North America. Europeans really need only to advertise on Google to have effective advertising campaigns. However Microsoft's AdCenter works well in the States. Clearly the reasons behind the merge were to compete with Google which has a de facto monopoly on searches, making it the advertisers' search engine of choice on which to place ads.
Bing has come in for criticism because it still places emphasis on the numbers of links to a site, whereas Google emphasizes that links have to be related to a page's content. Bing seems to be less concerned about the overstuffing of keywords in content too. There is still some dependency on meta keyword tags which Google has done away with in its algorithms. This may be good news for some site owners, although extremely it is not because Google will penalize the sites which over-stuff content with keywords, and meta tags have been consigned to Google's waste bin. The question is which search engine is most important to webmasters? Clearly the answer is that they would rather abide by Google's rules rather than risk its wrath and the fear of going down in its Search Engine Ratings Pages (SERPS) means that absolutely Bing and Microsoft will have to rethink their strategies if they are to be real competitors of Google in the field of searches.
Site owners probably welcome the fact that they only need to place two lots of ads to have maximum exposure in search indexes, but I believe that they will soon realize the true potential of Google + 's new social network and ditch Yahoo!' S advertising space, or simply use it to hedge their bets.
Although there is no actual monopoly in the web, it is clear that Google is the search engine of choice and the one who pages matter most in internet land. Microsoft will have to come up with better strategies if they are to have a greater market share in the search domain.
Source by Lynne Evans