Over the past few weeks, and for many more to come, there will be a lot of debate about search engine consolidation. Today, the talk du jour is a Yahoo and News Corp. deal, a potential integration with MySpace and whether the talk is a real option or an attempt to force Microsoft to increase its offer for Yahoo. No matter, the consolidation discussion will continue.
One sure thing is that Yahoo is in play, and I don't see the merry-go-round stopping until they link up with a solid partner. At the end of the day, it's doubtful that Yahoo will be an independent player in 2009 and my bets are on Micro-hoo. While there are obvious challenges to a Microsoft-Yahoo deal, including cultural, technological and timing issues, Microsoft has the cash and the most vested interest in seeking a partner to increase their search scale and make inroads in the fight to give Google a real challenger.
No matter who wins the Yahoo prize, however, success in local search will continue to be driven by three key elements: content, traffic and technology.
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