BING & THE SEARCH ALLIANCE
In 2009, Microsoft Live Search became Bing.
Then, in an attempt to challenge Google’s nearly 70% grip of the
U.S. search market, Yahoo and Microsoft joined forces to partner
on a 10-year search deal (though it ended up being reworked five
years later).
The Search Alliance saw Microsoft’s Bing power Yahoo’s organic
and paid search results.
While it made Bing the clear Number 2 search engine, they
ultimately have failed to break Google’s massive grip on search in
the U.S. and globally. In October 2020, Bing officially rebranded to
Microsoft Bing.
20 YEARS OF SEO: A BRIEF HISTORY OF SEARCH ENGINE OPTIMIZATION