Top search engines make plans to expand reach and popularity

As of today, there are five major search engines namely, Google, AOL, Yahoo!, Ask and Microsoft. Amongst them, AOL uses the same algorithm as Google, hence display almost identical results. This effectively gets the number down to four. However, all top and even some middle-rung players, as can be gauged from recent media reports, are striving to move up the ladder. This is likely to change the scenario a lot, and may well reshuffle the pack, with the only exception of course being Google!

For example, Ask had announced some time back it would be modifying itself to grab the niche market share that it already has control of. The biggest of them all Google, the diminishing giant Yahoo!, and the ambitious Microsoft, keen on taking over it, are also devising their own strategies. This is a situation worth following and analysing. If Microsoft is to take over Yahoo!, it would leave only two major players- Google and Microsoft (with Yahoo! acquired). Although it is largely believed that Microsoft will change to use the Yahoo! algorithm since it is considered, generally, to be better.

Although it will also mean that there is greater scope for a few other relatively smaller players who can sustain and survive the intense competition from online search giants with new technology/better algorithms.

Internet’s biggest names take sides in the Microsoft-Yahoo! battle

Microsoft’s efforts to take over Yahoo! have already taken a series of twists. Now, it’s getting more complex with the possibility of the Internet’s biggest names joining either side. Microsoft is rumoured to be on the verge of striking a collaboration with News Corp. and Yahoo!, on other hand, is hoping for assistance from Google and AOL.

Yahoo! is rather struggling to strengthen itself in the face of sustained pressure from Steve Ballmer, Microsoft’s chief executive, which started with a surprise unsolicited £22bn approach a couple of months ago.

The Silicon Valley firm is reported to be working out a deal with Time Warner that would result in the AOL brand getting combined with Yahoo!, giving it a vital cash injection and letting it to buy back its own stock for protecting it against a hostile takeover. Meanwhile, Yahoo! is also conducting an ‘experiment’ with Google that also has a stake in AOL. The experiment will involve testing of the search engine’s advertising systems on Yahoo!’s site. Although both firms played down the reported deal, many see it as an effort by Yahoo! to bring yet another influential Internet player into its camp.

AOL to launch one dozen websites in half a year

One of the top Internet service providers, AOL, has planned to launch 12 new websites over the next six months. The company introduced 30 web sites last year, which focused on various domains, such as lifestyle, sports, music etc., under different brand names like Asylum, Fanhouse, Spinner, and so on. However, nothing has been disclosed about the segments that the new websites would deal in.

AOL expects to reach its target of conceiving and launching new websites within the timeframe set, and the work is already in full swing. The company has already set up several international versions of its popular services across the globe and wants to appeal and address as many consumers as it can. AOL stands fourth behind Google, Yahoo! and Microsoft, in the list of companies that run maximum number of sites. It is one of the largest Internet subscription businesses in the United States, with 10 million domestic subscribers. The company’s CEO Jeffrey Bewkes has also disclosed that there are plans afoot to split the AOL’s internet business from the rest of the company so as to increase the value of parent firm.

Internet firm AOL makes fifth significant acquisition in a year

Internet firm AOL has just announced the acquisition of buy.at, a noted independent affiliate network. The network provides a performance-driven e-commerce marketing programme platform for both advertisers and publishers. It will now become a wholly-owned business entity of AOL’s Advertising.com - acquired four years ago - as a result of this transaction. Buy.at was founded in 2002. It employs a model whereby advertisers are required to only pay a fee after a visitor has effected an action such as actually undertaking a purchase or signing up for a trial of their product. Its comprehensive ContentEngine service makes possible for retailers to dynamically promote products and offers across a diverse range of affiliate websites. Its leads division does the job of sourcing consumer leads for various financial services merchants.

The deal marks AOL’s fifth significant advertising-related acquisition in the last one year, following its buying out of Quigo, Third Screen Media, TACODA and AdTech. According to AOL chief executive and chairman, Randy Falco, the latest acquisition will further enhance their Platform-A ad offerings by enabling them to provide a new innovative set of publisher and advertiser products, while also supporting their international strategy. He added AOL is looking forward to speeding up buy.at affiliate network’s expansion worldwide.

AOL extends support for Netscape by one month

It really irks many users as they witness the fall of AOL’s browser Netscape. Last month AOL announced the end of support for the once-popular browser. But AOL has a few changes in the agenda. AOL recently announced that the closure of Netscape will be postponed to the 1st of February this year. They plan to extend the support period for a month and release an update for Netscape Navigator 9. The update will be powered by the browser update feature which in turn will cater to the future transitions between Netscape and other alternatives. Flock, a web browser built on Mozilla’s Firefox, has been a priority at AOL as they try to push the bar higher with their new found medium.

The reason for the closure of Netscape is said to be the lack of the investment necessary to get the software to the standard expected by fans did not fit in with AOL’s new focus as a web-based business. So its time to bid adieu to one of the most popular yet unsuccessful browser in the Internet history.