• by Ross Fadner , December 5, 2008

Google will more than likely extend its dominance in the search market over the next few years, as Microsoft and Yahoo are left to think about how best to catch up, search guru Danny Sullivan said Friday at the Search Insider Summit in Park City, Utah. “Google is more powerful than it’s ever been and it’s probably going to stay that way,” said Sullivan, founder of Search Engine Land. He added that over the next few years Yahoo Search would “get consolidated in some way”, probably an acquisition by Microsoft, which would continue to try but ultimately fail to catch up with Google.

In fact, things just got worse for the software giant, Sullivan noted, as it was revealed yesterday that Microsoft SVP Brian McAndrews was leaving the company. McAndrews, a champion of display, was overlooked for Microsoft’s top digital position, which went to former Yahoo Search head Qi Lu instead. “I took (the departure of McAndrews) as a huge negative,” said Sullivan, because display was supposed to be Microsoft’s strength.

With Lu in charge, and with the recent hire of Sean Suchter, another former Yahoo Search exec, Microsoft is clearly moving towards search and away from display. Do these appointments indicate that Microsoft is getting ready to buy Yahoo Search? Maybe, but Sullivan noted that Microsoft would be left with the considerable challenge of integrating yet another online brand. “Without Microsoft having clarification on its own brands,” Sullivan said, “the idea of merging with Yahoo, it’s just a lot of mess.”

Moreover, Sullivan remains unconvinced that Microsoft has the right approach to search. Whereas Google got into the search game because it wanted to help people find what they’re looking for, Microsoft simply treats search as a means for generating online advertising revenue. He implied that there doesn’t seem to be a real commitment to making Live Search a better product.