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Friday, July 31, 2009

The SEO Impact of the Bing and Yahoo! Partnership

Posted by @ 1:34 am

There’s been more than enough press about the new Bing and Yahoo! partnership, but hype aside, what does the deal really mean for SEO.

Trawling through my feeds yesterday, I stumbled on Rand Fishkin’s post which is probably one of the best summaries of the situation. And given Rand’s SEO interests, it covers off some very relevant information for search engine marketers.

I just want to highlight some of the key points he raised that will impact your SEO efforts the most:

1. SEO is now worth the Effort
As Rand points out, by combining the share of Bing and Yahoo!, they now represent a serious share of the search market. It’s now worth the effort investing in ensuring your SEO is matched to Bing’s algorithm.

2. Farewell Yahoo! Link Data
We’re not sure what’s going to happen to Yahoo!’s site explorer and advanced search queries, but they have been heavily relied by the SEO’ers for years. It’ll be good if Bing integrates the information into their webmaster tools.

3. The Bing Webmaster Center – Join Now
Bing will now be an important part of your SEO strategy, so it’s important you sign up to the webmaster tools. Whilst their not quite as extensive as Google’s just yet, the Bing team are working over time to improve them.

4. Local Could Move Beyond Google
Both MSN and Yahoo! had little penetration in the Local space independently, but together under the Bing umbrella, expect to see them increase their share. Bing has already made an obvious local play, and has the mapping technology to create a genuine local competitor.

5. Yahoo! Properties Could Lose Value
As the deal is squarely focused on Search, several of Yahoo!’s other services could vanish or lose importance. From an SEO point of view, I’m interested to see what happens with the Yahoo! Directory. Rand also highlights they unknown future of SearchMonkey and BOSS which he refers to as “two of the best search apps out there”.

5. Yahoo! Controls Their Own Search Experience
Whilst Bing will power Yahoo!’s search results, Yahoo! still has ultimate control over how they are displayed and represented. This could still mean some on knowns for SEO’ers in terms of optimizing Yahoo! driven results.

6. Refocus on Yahoo! the Content Portal
By dropping search, Yahoo! is likely to reallocate energy and resources on its content and portal. We’ve already seen the Yahoo! homepage overhaul. This is probably the first of many efforts in this front. And they’re not alone with Microsoft looking to overhaul MSN in terms of content and portal also.

So as you can see, the impact of the Yahoo! and Bing deal goes much deeper than just one powering search and the other selling advertising space.

I highly recommend you read Rand’s post, because it really is a good summary of the whole Yahoo! Bing story.

What will you do differently in terms of SEO and search advertising now that Bing and Yahoo! have joined forces. Share your plans via the comments section below.

Rene LeMerle Rene is the marketing manager of - a global search engine marketing company. He also leads the marketing for - a web 2.0 style community for online and digital marketers. Rene has been in the industry since 1997 with much of that time spent helping businesses embrace the best of the internet and digital world.

View Rene LeMerle's profile

Discussion (5 - comments)

I think this is a very exciting move for the entire search industry. I’m sure this will lead into more ventures between the two giants.

By World - August 2, 2009

They are giants and thats the main issue I have with it.

I have to say that this is all more of the same – now we’ll have two Googles and a bad market for search competition.

The only thing that makes me feel better this week is seeing old time players like Infospace sweeping into the search realm again with what looks to be an actually impressive search site that includes Twitter and a very unique organization of metasearch.

Check it out –


By TammyCs - August 5, 2009

Personally I am happy, because suddenly my site is on the first page on bing for many important search words… I hope it will stay like that :)

By Susan - August 5, 2009

Hmm… I read blogs on a similar topic, but i never visited your blog. I added it to favorites and i’ll be your constant reader.

By Arsento - August 6, 2009

They are the giants and i agree with there thoughts and i think that this will be very exiting for search industry .
Toronto Drywall Contractor

By Toronto Drywall Contractor - August 7, 2009

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