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That made me realize that I havent tried a search over on Microsofts Live.com lately.

It also might explain why Microsoft wants to purchase Yahoo.

After all, lets say that its correct that Microsoft is about to pass Google in relevancy. Would anyone switch? No. Not until they demonstrate that Microsoft is dramatically better than Google.

But, what if they combined Yahoo and Microsofts search result quality? And put Yahoos brand name on it?

Now I am starting to understand a little why this merger makes Google nervous (at least publicly).

I just dont believe the relevancy reports, though. I did a single search on something I know about, CERN, and Googles list is more useful and more relevant than Microsofts. Plus, I know how to pull things back out of Google that Ive written on my blog. In my experience Microsofts engine isnt nearly as good at that task, which will keep any blogger from singing Microsofts praises.

But it really doesnt matter, does it? Google is just so embedded in my brain that I dont know what Microsoft could do.

Of course then I look at Mahalo and Wikipedia and I see exactly what Id do if I were running the search team at Microsoft.

But, instead, Microsoft is going to waste billions of dollars trying to buy a better brand name than it already has.

Maybe Microsoft should just fire its marketing department and start rebuilding its brands from the ground up. Take a 10-year approach. Thatd STILL be cheaper than $40 billion.

Oh, well. Yet another thing to ask Microsoft executives at Mix this week.

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