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It really didn't take Yahoo! (YHOO) long to pull the trigger. Only a few weeks ago, the perpetual also-ran in the search engine market announced that, like Microsoft (MSFT) and Google (GOOG), it would integrate Twitter data into its search capabilities, part of a race among the three companies toward "real-time search." Unlike its competitors, though, Yahoo! didn't shell out a dime for its access to the microblogging service's data, instead using existing developer tools to get what it needs.
Earlier this week, Microsoft announced that it wasn't in a rush to win in real-time search ... while indicating that it wasn't exactly lagging Google. Both companies have yet to demonstrate a fully integrated Twitter capability. While Yahoo! still has a long way to go, its announcement on Thursday suggests that it has an early lead, despite not having licensed any data from Twitter.
The use of Twitter data to enhance search engine results follows a move by Yahoo! last month to use tweets to help identify news stories.
Of course, Yahoo! still has a lot of ground to make up. Google's search leadership is a long way from being threatened, and Microsoft's general presence in the tech market makes it a formidable opponent, even if Bing's search market share remains low.
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