This week has seen some of the big search engine players up their game in a bid to become the future of internet search.

News of the Yahoo!- Microsoft collaboration has excited many, with 2nd and 3rd teaming up to try and make a dent in 1st (Google). The entities will remain separate, but Bing from Microsoft will be powering search across Yahoo! sites and Yahoo! will sell search inventory for both companies. The collaboration should see a boost in the return on adds with the potential to reduce prices and Google’s market share.

And whilst the traditional searchers lock horns – the newbie, Twitter, is upping it’s game too. As many start to see the value of the Twitter search functionality, the launch of a new twitter homepage emerged. It’s more grown up, but more importantly its more search focused. “Share and discover what’s happening right now, anywhere in the world” is the message we’re greeted with, along side the search field and hot searches from the moment, week and month.

The revamp has been cited as a way to help those initiated to Twitter to be able to engage with the concept and “see the point” quicker. Which it should do, and with it initiate those first timers in the power of their search.

It will be interesting to see how the site develops; how advertising streams are incorporated and how far the essence of simplicity can be taken. It’s touted as being the future of search by some – but it’s still a long way off the pack.

As to whether the Yahoo!- Microsoft drive will bring a more level playing ground to proceedings will too have to be proven. But one thing for sure is that Google’s so far deserved throne, is under attack and this can only be good for everyone else. Advertisers should benefit from lower rates and consumers from greater innovation – driven by the desire to be number 1.