If you’ve not already started to look at your Bing search engine strategy then the latest news from America offers a good prompt. It was recently announced that in the coming months Yahoo will be integrating Microsoft’s mobile organic and paid listings in the US and Canada.

Just now they are in a testing phase but it could be that the first organic search listings are rolled out in September. Yes, this is in America and it’s not happening today, but it means that Bing is likely to become a much bigger player in the search engine market and so it’s vital that all businesses being a Bing optimisation strategy.

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A new report has revealed that Bing recorded the biggest search growth last month. The search engine, owned by Microsoft, showed a 7% month-on-month increase and now captures almost 10% of the US search engine marker.

The Hitwise survey also found that while Google still reigns supreme with almost three-quarters of the entire search market, the giant did see a 1% drop month-on-month.

Yahoo’s share of the search market stayed around the same at just less than 15% while Ask captures just more than 2% of the market, representing a growth of 2%.

Hitwise also looked at which search engines were used for searching various categories.

•    Google was revealed to have the most visits to automotive, health, shopping and travel categories.
•    Yahoo saw gains in the automotive and shopping categories.
•    Meanwhile, Bing saw triple-digit growth in three categories – automotive, shopping and travel – including a 199% increase in the Shopping category.

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It seems that Microsoft’s search engine Bing has been cleverly adding on a few useful features as it bids to grow its share of the search market.

One recent development is the new feature that makes it easier for users to find entertainment information online. The Entertainment section on Bing now includes extra gaming, video streaming and film information. While this might not seem like a huge move, it’s exactly these kind of “extras” that bring visitors back to a search engine time and again.

As Microsoft states: “76% of people use search to help find and navigate entertainment options online. But there’s lots of room for improvement — and for Bing to make entertainment its niche. Only 10% say they have a trusted place to go to find entertainment answers.”

Let’s see what Google does next. And then what other tricks Bing has up its sleeve. The search engine battle continues!

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News of a milestone in the big wide world of “search”. The European Commission (and the US Department of Justice) has just given its approval for a proposed Microsoft and Yahoo search deal. The 10-year deal will see Yahoo’s search engine powered by Microsoft’s Bing.

What this means, of course, is that Microsoft and Yahoo will have a much greater chance of being able to compete against Google, which currently has a huge 90% share of the UK search market.

The new “alliance” agreement will see Yahoo taking 88% of revenue from all search ad sales during the first five years, while over the next five years Yahoo will get its hands 93% of revenue earned.

Microsoft is hoping that its new style of “simpler but smarter” searches will be enough to take on the big boys of the search engine world.

Re-branding as Bing.com, Microsoft believes the new search engine will offer strong competition for both Google and Yahoo.

Bing claims to make searching more relevant to the user by understanding the intention of searches, and grouping more related information to the original query.

So, for example, searches for a product will not only offer info about the item but will also link to reviews, accessories and online shops.

Microsoft’s plan is to reduce the amount of clicking a user has to do to find specific and related information.

Bing.com will go live first in the US and launches in beta elsewhere. Currently Google has more than 64% of the search market in the US, followed by Yahoo at 20% and Microsoft at 8.2%.