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.

Unless you already have a major foothold in the search engine market – or an amazing, disruptive technology that can make the world take notice – there isn't much point in staying. Competing with Google (NASDAQ: GOOG) is hard enough, even when you're Yahoo (NASDAQ: YHOO) or Microsoft (NASDAQ: MSFT) ... and, apparently, when you're IAC/InterActive Corp (NASDAQ: IACI). Barry Diller is ready to give up Jeeves, but only if asked nicely.

Diller's presence in the search space is Ask.com, ranked #4 behind Google, Yahoo and Microsoft's Bing. With a substantial gap between first and second, fourth barely registers at all. Ask.com has only a 2% U.S. market share, according to Hitwise, more than 60 percentage points behind the industry leader.

Windows 7, the latest operating system from Microsoft (NASDAQ: MSFT), is expected to help jumpstart some IT spending. Intel (NASDAQ: INTC) also sees this happening. A new operating system often means a chance to upgrade from dated equipment that isn't worth upgrading, especially with favorable pricing for technology right now. Everything's coming together for a strong 2010 for the high-tech sector, so it's also worth watching Hewlett Packard (NYSE: HPQ), Dell (NASDAQ: DELL) and EMC (NYSE: EMC).

We continue to hear about how Google could face stiff competition in the Internet search arena from the likes of a re-energized Yahoo! and Microsoft. Both competitors have been reinventing their search businesses in an attempt to get in on the lucrative paid-search advertising business that Google now essentially owns.

But Google has an advantage: The core competency of the company is search. That is Google's brand identity and therefore, the one core service that customers turn to it for.

I mention this because try as it might, Yahoo! won't be able to compete to the point of causing Google lost sleep in the Internet search business -- and strangely it has even admitted this. It plans instead to focus on building content relationships with its customers and offering distinguishing services that are compelling.

Microsoft, arguably the toughest competitor in the computing age, also will not be able to take much share away from Google regarding search. It may be able to beef up search relevance under the new Windows Live moniker. But branding is all important in the consumer mind (just ask Nike or Apple about this). And, try as it might,  Microsoft's brand will never stand for search.