Plans for the Yahoo! and Bing search alliance have been well-known for around a year now.

Having now acted on those initial plans by launching a joined-up service, Yahoo!’s search results and search adverts have now, as a result of the ‘merge’, been migrated – and are subsequently powered by Bing.

Because of the merge, those in the search engine marketing industry will now be able to make use of combined data (traffic data from both search engines) through Bing’s Webmaster Tools, according to an article published by Search Engine Journal.

Any increase in clicks, impressions and click-through rates – all impacted because of the combined data numbers – could be put down to this change – which was implemented between August 12 and 16.

One down side of the update is the current inability to differentiate between the separate data for Bing and Yahoo!

The combined results change will only affect regions in which Yahoo!’s search results have switched to being powered by Bing; though it is widely expected that every regional version of Yahoo! (except Yahoo! Japan) will eventually have made the transition early next year.

As Yahoo! had previously announced plans to withdraw access to their own webmaster tools, the introduction of its data to Bing’s Webmaster Tools will certainly be welcome.

News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.

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