If the latest reports and rumors are true, Microsoft and are (once again) about to enter a partnership.  So this afternoon, ’s Bill Tancer looked at whether they’ll make more of a natural fit or an odd couple.

Specifically, Tancer analyzed statistics to see whether there’s much of an overlap in terms of searcher demographics and behavior patterns.  If so, and may be able to conserve more resources (and/or eliminate redundant efforts) as they pursue similar goals.

Tancer concluded, “[There] appears to be a closer demographic fit which should yield more search advertising sales efficiencies.”

He also wrote, “[T]he homogeneity of search behavior is becoming evident in where searchers click-off to when executing a search.  In the past, searches on the different engines showed very different downstream industries. The table below indicates that search behavior now looks strikingly similar between the two.”

Microsoft and may be able to save quite a lot of time and money if they end up partnering, then.  And interested parties might do well to listen closely when makes its earnings report on Tuesday, just in case the announcement comes then.

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