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 Thursday 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 executive, Microsoft is clearly moving toward 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 to
generate online advertising revenue. He implied that there doesn't seem to be a real commitment to making Live Search a better product.