Google had reportedly seen an all time high of 66.4% in May, and it continued to stand at 65.8% of the U.S. search market share in July, with Microsoft Bing at a share of 11% and yahoo with a market share of 17.1%.

Yahoo Inc., which owns a considerable stake in the Japanese firm, was taken aback as it had last month declared that they planned to begin using Google's search service.  But this decision did not seem to have a cynical response and Yahoo along with Yahoo Japan is looking forward to Internet search innovations.

As Yahoo is busy modifying the so-called front end of the search experience, it is also uniting with Microsoft Corp. This collaboration is being seen as an attempt to present a stronger search option to Google. Yahoo too will begin with the anchoring of Microsoft's Bing engine this week, behind the Yahoo Web pages. Microsoft-powered search advertising results too are being tested by Yahoo on its Web pages. This testing as of now, is although limited to only 25 advertisers.

The unification between Yahoo Japan and Google was, however, publicly objected by Microsoft, who believes that the deal could prove to be harmful to competition. Shashi Seth, Yahoo's Vice President of search products operations says that Yahoo Japan "saw Google as a more mature product in that market and Yahoo Japan still needs help innovating on the front end”. He is said to have worked with Google before joining Yahoo.