Yahoo! has completed the transition of some of the back-end functions of its Yahoo! Search platform to Microsoft's Bing, it has been announced.

In a statement on the Yahoo! Search Marketing Blog, the company said businesses may need to adjust their search engine optimisation (SEO) strategies in light of the switch.

Firstly, marketers should review their natural rankings on Yahoo!'s platform for their top keywords and note any differences with results powered by Bing.

They should also look at modifying their pay per click marketing campaigns to compensate for any anticipated changes in organic search referrals.

Finally, Yahoo! recommended that users of SEO services review Bing's webmaster tools to ensure their site is optimised for Microsoft's web crawlers.

The search had previously announced that the transition of paid search accounts to adCenter will start in the next few weeks.

All advertisers using Yahoo!'s online marketing services are expected to have switched to Microsoft under the companies' Search Alliance agreement by the start of 2012.

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