Search engines continue to innovate and battle for the public spotlight. On Wednesday, Google announced their new streamlined search results platform called "Google Instant". The news of this comes on the heels of more search engine industry news - and experts believe that Google is counting on the latest innovation to help maintain its dominance of the lucrative search market as rivals Yahoo Inc. and Microsoft Corp. join forces.In Japan, Yahoo! also teamed up with Google, making the industry territory less clear.Various experts weighed in on that partnership when they were asked the question: Yahoo has decided once again to have its search results powered by Google in Japan, but is that the right thing to do?Rosemary Using, the Head of Search, for GroupM Singapore said:"The two players who have inked the deal definitely benefit. Yahoo will have a solid search engine to drive its back end and cut costs, while Google will command more than 90 per cent of all search queries in Japan, (raising the issue of competition for some). Google will not only take over the paid search platform, but also supply the organic search results.From a paid search perspective, operating from a Google platform should make it easier to plan and optimise accounts. Differences in the types of user that go to Google Japan or Yahoo Japan will still exist, so the type of paid search optimizations that get deployed by advertisers and agencies for each site will continue to vary.Historically, CPCs on Yahoo search auction have been higher than Google for the same keyword, so there may be some cost savings for at least the short term. From an SEO perspective there will be a single strategy. Google has been stricter than Yahoo in accepting certain strategies such as back linking activity, so improved organic rankings may take longer to achieve."
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