With a sucessful search result partnership that has lasted almost a decade, AOL & Google have formally announced that they will extend the existing deal by another 5 years.
Google will now be the exclusive search provider for AOL’s global properties for at least the next 5 years and will continue to feed to the orgainc search results of AOL.
Tim Armstrong, AOL’s Chairman and Chief Executive Officer said:
Today is another important step in the turnaround of AOL.
AOL users will be getting a better search and search ads experience from the best search company in the world – Google. After nearly a decade-long partnership in search, we’re looking forward to expanding our global relationship to mobile search and YouTube. All aspects of our partnership will be improved by this deal.
Google will now power AOL’s search activity from mobile devices and Youtube will, reportedly, bring AOL videos to its site as a part of the agreement.
Here is a full summary of the deal:
- Search Products: Google will provide AOL with additional features and enhancement to its leading Web search products that will improve the consumer search experience across AOL’s network of sites.
- Advertising Products: Google will provide AOL with best-in-class ad formats, giving AOL consumers a better, more relevant ad experience.
- Mobile Search: As AOL renews its focus on mobile apps and content, the companies will work together to expand the alliance to cover mobile search.
- YouTube: AOL and YouTube have agreed to a content partnership that will bring AOL’s video content to YouTube. Global Focus: The alliance is international in scope and will provide improved experiences to AOL’s worldwide audience.
Perhaps the most important part of this renewal for AOL is the condition that allows Google to “make sure AOL Webmasters architect their content” to boost the site’s potential for Google’s Web crawlers. Google fans cannot fear – Google spokesperson Marisa Mayer has said that the arrangement will not “influence [Google's] core search algorithm.”
There was speculation that AOL was considering a partnership with Microsoft. However, AOL said that they decided to extend the partnership with Google because Google sends more traffic to AOL sites.
While, AOL sites only account for 2.3% of the US search market, it is well established brand, so I’m sure Google sees the renewal of the deal as a major victory.