Search changes may be getting closer

Further changes to the search engine market could come if a deal between Microsoft and Yahoo! goes ahead.

While Google continues to dominate the field and remains the focus of search engine marketing and pay per click campaigns, a possible deal between its two closest rivals may go some way to changing the landscape of the sector.

Although Microsoft failed in its attempts to take over Yahoo! last year, new discussions have taken place and reports suggest that Yahoo! bosses may now be ready to ally with Microsoft.

The launch of Bing helped Microsoft to strengthen its position in the search market, although most of its gains in market share came at the expense of Yahoo! rather than Google.

Nonetheless, a tie-up between the two firms would take their share of the sector to above 25 per cent. However, Therese Polettin, writing for MarketWatch, asks if such a deal would bring anything more than increased market share to Microsoft. While this would bring benefits, they would take time to develop, she argued.

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