"Los links!"

The latest ads for Microsoft's (Nasdaq: MSFT) Bing feature a Bing-using telenovela hero galloping in to save the stunning Filomena -- and in the next episode sexy maid Isabella -- from Juan Carlos, who is thwarted in his attempts to please the women by bland, link-laden search rivals. However, it's not just Filomena, Isabella, and Juan Carlos who are growing frustrated with "los links."

Internet traffic watcher comScore (Nasdaq: SCOR) continues to be tripped up by contextual links on Bing and Yahoo! (Nasdaq: YHOO) that are being counted as search query links.

This week's comScore report shows that Yahoo! and Microsoft continued to gain market share against Google (Nasdaq: GOOG), though largely as the result of clicks on Bing and Yahoo! for content-based links and graphical slide shows that comScore is counting as individual search queries.

It's a sham -- and comScore knows it. It promises a fix, and it better come soon. The company's credibility is at stake.

Let's take a look at comScore's numbers for June, including the results of IAC's (Nasdaq: IACI) Ask.com and AOL (NYSE: AOL).

Company

June 10

May 10

Google

62.6%

63.7%

Yahoo!

18.9%

18.3%

Bing

12.7%

12.1%

Ask.com

3.6%

3.6%

AOL

2.2%

2.3%

Source: comScore.

The irony here is that apparently Yahoo! and Bing would have gained slivers of market share without the questionable stat-padding trickery. However, one can't read too much into this until a sustainable trend emerges without the contextual smoke and mirrors. Yes, comScore has reported that Google has been losing market share every month since February, but let's see what these numbers really look like once comScore puts the search back in search engine monitoring.

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