" />

BingHoo is Coming – Is the Bell Tolling for SSP?

Posted on Wednesday, July 29th, 2009 by Print This Post Print This Post

Categories - Featured, SEM, SEO

According to their announcement today, Microsoft will become the default search engine for Yahoo, which I’ve been a proponent of for a long time.  Getting Microsoft’s results to the Yahoo audience is a win for all.  Yahoo started out as a directory and they’ve had a hard time shaking that from their culture.  Over the last few years, their algorithm has fallen farther behind and their ‘human decisions are better anyway’ thinking has shown through via their hand modifying of search results and greater percentage penetration of SSP listings into (what used to be) organic SERPs.  Microsoft has been working hard over the last two years to make their search results relevance competitive with Google’s.  With some variation in actual results, I would say that Microsoft has been fairly successful.

I think the biggest question of all is the future for SSP (Paid Inclusion).  Is Yahoo going to use the Microsoft results as they do their own organic results and merge them with SSP listings?  Or, are they going to completely replace Yahoo search with Bing results and eliminate the SSP program?

If it is up to Microsoft, I sincerely doubt that they will want to skew their results, and damage the reputation of their results,  by integrating questionable paid inclusion listings.  If SSP is retired, this can be a huge boost in traffic for web sites that are currently having their SERPs pushed out of rankings by the integrated paid inclusion listings.

For people involved with SEO, removal of SSP would open up more possibilities for optimization focusing specifically on Binghoo’s 30%.  Where battling SSP listings for position and Microsoft’s 6-7% wasn’t worth the focused effort, a 30% share of search volume certainly would be.

Competition is always important to drive quality of any product or service.  Having a serious competitor for Google in the search world is great for all searchers.

About Otto

David "Otto" Rahmel is Chief Research Officer and Executive Vice President of Search Engine Optimization at The Search Agency. Ottois an internationally recognized expert and speaker on SEO and video search. He has provided SEO consulting services to dozens of Fortune 500 companies worldwide and has presented at the OMMA Search Insider Summit and Microsoft SEO Summit.

Tags | , , , ,

3 Responses to “BingHoo is Coming – Is the Bell Tolling for SSP?”

  1. Amanda says:

    Don’t forget that MSN used to run SSP when Yahoo! powered their search. They know how valuable it is from a revenue and client perspective.

    • Otto says:

      MSN did host Yahoo’s results. And, just like NetZero or other affiliates, were not able to pick whether they wanted paid inclusion results or not.

      However, Microsoft built a search engine and adCenter for paid ads but neglected to build a paid inclusion system. I don’t think that was an oversight.

      However, the shoe is on the other foot and the question is whether Yahoo will expend the resources to maintain the SSP integration or not. Ms. Bartz obviously decided that the development costs of maintaining an organic algorithm were not worth it when they could acquire the results from Microsoft for a rev share and keep the revenue (or 88% of it) from the paid side of things.

      Now it’s a numbers game. Is Yahoo making enough from SSP to maintain the development resources to keep it up? Will the inclusion of paid inclusion results damage the quality of the listings and continue Yahoo’s decline in search market share? Does the potential loss of search market share (and the paid revenue that goes with it) out weigh the profits gained by SSP?

      It seems that there are signs that downsizing in the SSP area internally are already occurring. We’ll have to see if they can cut enough. Otherwise, third party certified SSP providers like Position Tech, Outrider, Marchex Digital and The Search Agency will be getting pink slips as well.

  2. binghoo says:

    yes,binghoo.com is comming


Leave a Reply

Follow Us on Twitter

Featured in Alltop

Big List - Search Marketing Blogs

2010 SEMMY Runner-Up

BoostCTR Best PPC Blogs