SAN FRANCISCO (KCBS) _ The race to top the search engine market on the Internet continues to heat up as companies look to topple reigning king Google.

Yahoo for its part is looking to reclaim the top spot.

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And Danny Sullivan, the editor in chief of the blog “Search Engine Land” said one of the newer players making some headway is Microsoft.

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“They have been ramping up their Bing search engine over the past year and introduced some features that actually were on Google already,” Sullivan said. “But reawakened people to the idea that they could do things like image searching and forced Google to have to remind people that they have the same features, which is not something Google is used to doing.”

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He said like in all competitions in the corporate world, Google has responded and is now putting out features that company officials believe Bing is doing well.

As it stands, Google has cornered 62 percent of the search engine market according to data compiled by the web analytics firm comScore. Bing has a little more than 12 percent.

Sullivan said the beauty of all of this is that the customers always win, with new features debuting all the time.

“Search is going to emerge away from, you type it into a search box on your computer into you’re doing searches all over the place on all sorts of devices,” he said.

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Sullivan said among the new ideas being looked at, Google is working on a program that would allow customers to search for TV shows on your cable box.