The Microsoft/Yahoo partnership could just be the beginning of a
global anti-Google movement, says International Search Marketing Agency
WebCertain.

It may appear that Google has nothing to worry about,
as its 64.1% global market share is far from being significantly
damaged, however this deal could be the first of many partnerships as
search engines from around the world look for new ways to compete with
Google’s dominance.

Many local search engines such as Seznam and
Baidu which are very strong in their domestic markets, have been as yet
unable to expand into international markets. This can be attributed to
several factors including a lack of an international sales force and
complex interfaces purely in the target language, which render it
impossible for many international marketers to even consider using them.

Therefore,
the proposition of joining forces with an established global player,
such as Microsoft could, and should, be very appealing to the local
search engines.

Writing on Search Engine Watch, WebCertain’s
Managing Director, Andy Atkins-Krüger says, “In Baidu’s case, there is
already an existing relationship between it and Microsoft – Baidu
currently powers Microsoft’s Chinese sites with its own ads - and
Microsoft developed its adCenter platform in China. Taking the
relationship to the next level and working more closely together could
be a logical step for them…and cause for concern for Google.

Whilst
one additional partnership wouldn’t make too much difference, the
potential for a domino effect is what Google should fear. Imagine
Yandex, Seznam, Baidu, Naver working alongside Yahoo and Microsoft, not
to mention some of the smaller local players - the combined knowledge
of the global markets this group would have would be second to none.”

One
thing seems clear in this, Google is the common enemy and while it is
very early days, the Microsoft/Yahoo could be the first sign that
Google’s position as the world’s biggest search engine will not be safe
forever.

Andy Atkins-Krüger assesses the consquences further at http://www.multilingual-search.com/microsoft-yahoo-and-unintended-consequences-ask-google/31/07/2009

About WebCertain

WebCertain is the one stop shop for all international search marketing needs.
Operating
from just one location, WebCertain’s team of native speakers from
around the globe works together to create bespoke multilingual online
campaigns for its clients.
Combining local cultural and linguistic
knowledge with search marketing expertise leads to accurate, effective,
relevant campaigns which are guaranteed to improve online performance.

For
more insight into the latest developments in international search and
to hear from the global experts, secure your place at the International
Search Summit today. The summit is the only event to focus entirely on
international search and tickets can be bought at the early bird price
at www.internationalsearchsummit.com