September 14th, 2010 | Fred Thom, PPC Expert

If you read my previous posts, you might have noticed that the Yahoo/Bing environment has been evolving at a fast pace, with Bing first taking over Yahoo’s organic results before swallowing the Overture pay-per-click platform in October.

With all these changes occurring, you might not be surprised to learn that, according to Nielsen, Bing has just passed Yahoo to become the number 2 search engine in the US, behind Google. This trend should translate with Bing becoming the second source of organic traffic for lots of sites – I actually saw this happening for our sites a few weeks ago – and should emphasize the need to optimize sites for Bing, which will be helpful for Yahoo as well since they now use the same algorithms.

Of course, with a 13.9% share of the search market, Bing is still far behind Google but if you add Yahoo to the mix, it makes for a 27% market share, which is quite considerable, especially as the Big and Yahoo traffic seems to be better when it comes to conversion rates.

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