If you can't beat them, join them.
That's what Yahoo's thought process might have been, as it took to its Twitter account Tuesday to announce a three-year deal with Google in an effort to boost its own searching.
$YHOO has signed a 3 year partnership with Google to bolster our search capabilities. This is in addition to our relationship with Microsoft
— Yahoo Inc. (@YahooInc) October 20, 2015
Yahoo explained the partnership further in its third quarter results report, also dated Tuesday, October 20.
"In October, the Company reached an agreement with Google that provides Yahoo with additional flexibility to choose among suppliers of search results and ads," Yahoo reported. "Google's offerings complement the search services provided by Microsoft, which remains a strong partner, as well as Yahoo's own search technologies and ad products."
According to reports, Yahoo will essentially be able to choose particular search results or ads from Google to bolster its own searching capabilities. While Yahoo is currently the third desktop search destination — sometimes pulling close to No. 2 with Google's top spot in sight — it will be interesting to see how this partnership helps Yahoo's searches, especially via smartphones.
Mobile searching is an area that Yahoo can grow in because despite the partnership with Google, it's not like Yahoo will surpass Google as far as its desktop searching function goes. Google figures to dominate that area for many years to come. Yes, that happens when your company's name replaces the verb search, altogether.
But for those wondering how Yahoo even secured the partnership deal with Google, look no further than CEO Marissa Meyer, who was formerly a long-time executive for Google.
