Yahoo will begin serving Bing search results this month as the company prepares its portal to be fully powered by Microsoft’s engine later this year.
The announcement was made via email to advertisers, reports Search Engine Land. Yahoo suggests that businesses use the testing period to compare keyword strategy success on the two engines and optimize their sites for the Bing web crawler. If traffic drops, Yahoo also recommends investing more into paid search.
To minimize the effect of the merge on marketing dollars, Yahoo will be displaying mainly organic results from Bing. Some paid search queries from Bing will also come up, though they will be in the minority.
Yahoo has been testing Bing search results for some time now, but this marks the first time the queries will be made available online. Should the testing period go smoothly, then the full transition should be completed by September at the latest.
For those heavily invested in B2B search engine optimization, a Bing-powered Yahoo will dramatically alter the search landscape. Bing, which currently has the least market share of the three major search engines, will account for nearly 30 percent of the industry according to recent comScore reports. Additionally, it will take over key Yahoo verticals, such as finance.