Yahoo and Bing join forces0

Google’s dominance is set to face a stern test following the announcement of a European alliance between competitors Yahoo and Bing.

Following a successful US trial of providing organic results from Bing on Yahoo searches, the pair are now set to roll this out across the UK, France, Germany, Spain and Italy.

Yahoo let users know about this update a while ago, but while organic search results will change significantly, they will not be incorporating Bing into their paid search results.

Of course, this means it is time for another re-evaluation of your SEO strategy, with Yahoo advising companies to compare their organic search results across Yahoo and Bing for the keywords that are essential to their business, and ensure they move to deal with any potential impact on site traffic.

There is also the conundrum of whether or not to modify your paid search campaigns in order to compensate for any change in organic referrals.

Companies are advised to review Bing’s webmaster tools and ensure their site is optimised for the Bing crawler.

Carrying out these three essential steps will make sure your site remains prominent on both Yahoo and Bing organic search results.