Summary:

As of this week, the internet will have three competing search engines in name only. On August 3, Yahoo (NSDQ: YHOO) will stop serving up it…

Bing, Microsoft, Yahoo pages - bing yahoo - yahoo bing
photo: Getty Images / Justin Sullivan

As of this week, the internet will have three competing search engines in name only. On August 3, Yahoo (NSDQ: YHOO) will stop serving up its own search results in Europe; instead, it will get its search results from Microsoft’s Bing search engine.

The shift, first reported earlier today by SearchEngineWatch, re-emphasizes the fact that Yahoo really hasn’t been able to compete in the search arena. Even with Microsoft (NSDQ: MSFT) taking over search for Yahoo, Bing has had a hard time making progress in competing with Google (NSDQ: GOOG). Numbers from earlier this year showed Bing making some gains in the search market, but it was mostly at Yahoo’s expense, not at Google’s.

Paid search results are still going to go through Yahoo, not Microsoft, so companies that use Yahoo Search Marketing accounts will continue using them.

The company completed the same transition in the U.S. in August 2010, giving users notice of the change in a very “low-profile” manner with some fine print at the bottom of the Yahoo Search screen. The countries affected in the upcoming switch include the U.K., France, Germany, Spain and Italy.

Yahoo has put out a press release with tips for websites and marketers who want to make sure their organic search results stay strong during the transition.

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