Search engine optimisation and PPC advertising for Bing will, for the first time, start to have an effect on Yahoo!’s SERPs as the ‘Search Alliance’ announces it has begun testing organic and paid search listings using Bing’s algorithms.
As announced earlier this month, this integration is only a test, affecting up to just 25% of Yahoo! search traffic in the U.S and up to just 3.5% of PPC search ads. Still, it gives an early indication of what Yahoo! search will be like in the near future.
Kartik Ramakrishnan, vice president of Yahoo! Search Product Operations, says that users who fall into the testing may notice a slight difference in the SERPs. However, these changes are due to Yahoo! testing different product configurations for its rich content search features with the Bing algorithm, such as Yahoo! local or Yelp search, rather than any indication of a proposed change in design.
Ramakrishnan also revealed that over the next few months, Yahoo! will also be integrating Bing’s organic and paid search listing for mobile devices into Yahoo! Mobile search. He says that Yahoo anticipates that U.S. and Canada organic listings in both mobile and desktop versions of its search are to be fully powered by the Microsoft algorithm as early as August or September, though the integration of paid search is likely to be completed slightly later, in October.
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