Microsoft is adding a new Search Business Group, which may indicate an increased sense of importance around certain search applications, such as mapping and geo-targeting.

Internal reorganizations in Redmond are viewed in the context of an eternally evolving ecosystem of internal politics and external market forces, so such moves often do not result in actual changes in behavior or product developments. That said, mapping executive Jeff Kelisky will head the newish effort.

He told PaidContent that the group will attempt to "address the needs of not just the ‘find’ but also the ‘research’, ‘exploration’, and ‘transaction’ phases of a user journey."