Partnerships between the top UK search engines and directories.

Planning an effective search engine marketing strategy requires a good knowledge of how the popular search engines and directories work together to supplement their results.

As with the big US search tools, many of the UK-specific search engines and directories share results to provide wider coverage of the web and, more importantly, to supplement their revenue opportunities, usually by including some 'sponsored results' from services such as Overture and Google AdWords.

Although such partnerships can change quite regularly, the table below shows the relationships between the main UK search engines and directories, indicating which tools provide or receive search results from other tools. You can also view the partnerships between main US search engines and directories.