In April 2021, the six-year truce between Microsoft and Google ended. In 2015, the two tech giants entered a pact that would spare them both from endless legal battles and complaints. Over this period, animosity between Microsoft and Google has been kept in check, with public criticism of each other being a rare occurrence.
However, we’re already seeing the two rivals coming to blows over recent proposals in Australia forcing Google to pay news outlets for the use of their content. Here we can see Microsoft weighing in on a fundamental part of how Google’s search engine works – and a fiery response from Google representatives. Could this be a sign of things to come?
Bing and Microsoft Advertising are two entities snapping at the heels of Google’s search engine and advertising dominance. It’s unknown whether any restrictions on these products were part of the deal, but it will be interesting to see how relations between the two parties develop. Bing, the second biggest search engine, also powers DuckDuckGo and Ecosia – lively new entrants with growing market shares – and the tech industry elder Yahoo! which still attracts a sizeable audience.
From an SEO perspective, having a blinkered view on search engines right now could result in a missed opportunity. If the end of this ceasefire means that Microsoft is planning a renewed push for Bing, it could be time to re-evaluate SEO strategies benefiting a wider pool of search engines.
If you’re interested in learning more about search engines, SEO or digital advertising, please contact our team.