Search Engine Strategies

"This means war," was the buzz after Facebook confirmed it has begun incorporating external Web pages into its search results. As Web search pro Danny Sullivan puts it: "Facebook's starting out by sending a boat against a battle fleet."

Competitor-focused strategies fail, while customer-focused ones win. This comes to mind in thinking about a possible deal to take search advertising market share from Google (GOOG). It's now well known that Microsoft (MSFT) and News Corp. (NWS) are discussing teaming up in an effort to take out a...