Button Text! Submit original article and get paid. Find out More

Yahoo Search Testing Google Powered Search Results


Yahoo has confirmed it is testing using Google’s search results, something that’s allowed under its recently renegotiated deal with Microsoft.

Until recently, Yahoo depended on Microsoft’s Bing for its search results. However, when Yahoo renegotiated the deal this past April, they opened up the possibility to try other search partners.

Aaron Wall of SEO Book spotted Yahoo using Google’s results this week. The company has since confirmed this with Search Engine Land, saying:

As we work to create the absolute best experiences for Yahoo users, from time to time, we run small tests with a variety of partners including search providers. There is nothing further to share at this time.

Yahoo increased the flexibility on desktop search. Under the new deal, 51% of its desktop search traffic has to carry Bing ads. The rest can carry ads however Yahoo likes — either from its own Gemini system or other partners.

It may be that Yahoo has worked out other non-exclusive deals with Google or perhaps they are testing such a deal in the wild.

Here are screen shots from Wall showing Google powered Yahoo Search results:


Here is a picture of the typical Bing powered Yahoo Search results:


The differences are subtle between the two sets of results. Wall documented them well:



Postscript: This story has been updated with Yahoo’s confirmation.

Be a part of the world’s largest search marketing conference, Search Engine Land’s SMX East. The robust agenda covers the latest tactics in paid search, SEO, mobile, analytics and more. Register today and save $300, or come as a team and save 10%-20%.

About The Author

(Some images used under license from Shutterstock.com.)