Microsoft stunned the business world this week when it announced an offer to buy Yahoo, Inc in a multi-billion dollar deal. Much of the commentary I have heard or read is negative; after all, we have antitrust laws for a reason. 

The move worries the Google folks for obvious reasons. With MSN Live and Yahoo working together, the second and third largest in the search market, it brought up talk about an eventual Google takeover. Let me assure you now, it’s not going to happen. Yes, these guys might get together and become a force to be reckoned with, but they will never topple Google. The folks at Google are smart, really smart. Somehow, with almost no advertising, they have turned Google into a “Band Aid” brand. Basically, it’s a brand that becomes the word for the product itself. What Band Aid did to bandages, Google has done to search. You don’t search anymore, you Google.

I don’t love the idea of these guys joining forces but I don’t think it will have the enormous effect that the talking heads at CNBC think. I am sure Google and every other search service will continue to develop new technologies, and encourage small merchants with reasonably priced advertising opportunities. Luckily, Yahoo, MSN, and Google aren’t the only kids in town. They’re so many online marketing opportunities, that you could survive with out them… I’ll admit, it would be tough though.

For merchants, I love the shopping comparison sites, I always seem to see a better ROI. Allowing folks to see your product before clicking on your site really does make sense. For others, I would look at private websites, like industry blogs and forums. Those folks have your audience, and nothing but. If you can’t convert such highly targeted traffic, then you advertising is not the real issue. Most of these highly popular blogs and forums have reasonable advertising opportunities.