Companies implementing search engine marketing strategies are still keen to focus their attention on Google, despite the growing popularity of the Search Alliance.

Speaking to Direct Marketing News, founder and president of Fruition Brad Anderson noted that the Yahoo! & Microsoft Search Alliance still has some way to go to catch up with Google.

Yahoo! and Microsoft received approval from regulators to forge their alliance in February last year.

Mr Anderson commented: "When you start factoring in mobile devices for most of our clients, we're not really seeing Bing anywhere higher than ten per cent to 12 per cent of the total search audience."

He noted that for shopping and among some less experienced users, usage of Bing is more popular.

Paul Goldman, chief executive officer of added that his firm will continue to focus search engine marketing efforts on Google because it gets the most traffic and best results.

However, he suggested that his firm may try branching out to incorporate the Alliance later this year.

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