Google Search Results, Ads Showing Up on Yahoo as Part of Non-Exclusive Test

Yahoo Loosened Its Search Alliance With Microsoft Earlier This Year

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Don't cry for Google. While the search giant's 13-year alliance with AOL ended this week, the company appears to be cozying with an even bigger portal.

Google search results and ads have begun appearing when people search on Yahoo. SEO Book, a company that specializes in training people on how to make sure their sites rank highly in Google's search results, appears to have been the first to report the results' appearance on Yahoo earlier on Wednesday.

A Yahoo spokeswoman wouldn't confirm that Yahoo is sourcing search results or ads from Google specifically, but acknowledged that the company is sourcing results from different search providers as part of ongoing tests.

"As we work to create the absolute best experiences for Yahoo users, from time to time, we run small tests with a variety of partners including search providers. There is nothing further to share at this time," said the Yahoo spokeswoman in a statement.

A Google spokeswoman did confirm that the company's search results and ads are showing up on Yahoo, but emphasized that it's part of Yahoo's testing and isn't exclusive.

"Yahoo is currently testing search results and ads from a number of partners, including Google as one of their options," the Google spokeswoman said in a statement.

It's unclear whether Yahoo is kicking the tires on a formal search alliance with Google to replace the one it's seemingly winding down with Microsoft, or whether this is part of Yahoo's efforts to reassert its search business under CEO and former Google search exec Marissa Mayer.

Since 2009, Microsoft's Bing search engine has exclusively provided the organic search results when people search on Yahoo. But earlier this year the two companies loosened the terms of that deal so that Yahoo can source results from other search providers, which could include Google.

If Google were to form a search alliance with Yahoo, that would more than make up for the one it had with AOL that crumbled earlier this week after that portal struck a 10-year search-and-display deal with Microsoft. Yahoo accounted for 12.7% of the desktop searches conducted in the U.S. in May 2015, per comScore, whereas AOL only accounted for 1.7%. By comparison, Google's share of U.S. desktop search queries that month was 64.1%, and Microsoft's was 20.3%.

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