The deal is done: Yahoo Search is soon to be Bing. Yahoo cuts costs by ditching search technology, both companies share ad revenue, but most importantly, Microsoft now controls a bit less than 1/3 of the search engine market. All of this money, deal-making, and reinvention is designed for one purpose: to take down Google.

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While this is the fourth reincarnation of the Microsoft search engine, make no mistake: this is Microsoft’s best shot yet at beating its arch rival on its home turf. It’s never put so many resources towards that goal. With that in mind, will Microsoft knock its greatest threat down a peg, or will billions of dollars be flushed down the drain? The result of the Bing push will ripple across all layers of the web for years to come.
Let’s Remember How We Got to This Point

We need to put the competition in historical context. While Google has remained Google since 1997, Microsoft search has been through no less than four major incarnations since its inception in 1998. Each one has failed to make any sort of dent in Google’s dominating market share.

For years, Microsoft didn’t take search very seriously – it launched the MSN Search engine and utilized search listings from others – Inktomi (the HotBot search engine, ironically acquired by Yahoo), Looksmart, AltaVista, etc. However, as it saw Google rapidly rise in power (thanks in part to powering Yahoo search), the company finally created its own search technology, around 2004-2005.