Finally, a Google Challenger Emerges

There has been a lot said lately about the long awaited merger between Microsoft and Yahoo. Some believe that this new search partnership will rival Google, others think it doesn’t stand a chance. What I am attempting to identify are a few things that have not been discussed as much; some points that I think are worth considering when analyzing this new merger and what it means in the big picture of search marketing.

Habits & Ease of Use

People are habitual. How did Google grow to being the behemoth that is currently is? Well without writing a 250 page synopsis, I think I can safely say that strategic partnerships bolstered it’s usage (okay, not to mention an incredible search tool, clean interface, and revolutionary ad delivery system). How do you use Google? I think of the search bar that’s built within my browser. Whether I’m on Safari at home or Firefox at work, guess whose search bar is built into my browser? You guessed it, Google. It is this kind of convenience (among many other things) that has made Google a preferred, trusted, and the regularly used search engine. When you start factoring in the ease of Google toolbars, Chrome, and the fact that Google is the predetermined browser for mobile devices, you can truly see how Google continues to dominate in market share.

Timing

So if so many people use Google on a regular basis, how can the new Microhoo compete? Well I don’t think the timing could be better for this search partnership. With the launch of Bing, Microsoft has successfully grown market share (and taken from Google specifically). Their latest percentage is at 9.4 percent. Now when you combine that market share with Yahoo, you’re looking at a parnership that achieves about 20% market share overall. For Yahoo, again the timing could not be better for this partnership. Yahoo recently launched a completely redesigned homepage. Some of the features include access to your favorite sites and social networks (while still staying on Yahoo’s homepage). The timing really couldn’t be better to combine Microsoft’s new search tool with Yahoo’s redesigned homepage.

What’s Next?

I imagine we’ll start seeing many new developments with this merger. Microsoft will be able to focus on technological advancements (what it does best) and Yahoo can focus on selling. Most important I expect to see innovation to come from this merger; something that I truly believe will enhance the user experience for whatever search engine you decide to use.