Dec
25
Search Engine Optimization is not a one size fits all formula. Just because our optimization worked great for Google, it does not mean that it will be the same for Yahoo! or any other search engine. Yahoo has been around for a very long time and is one of the oldest search engines on the Internet. Because of this, they have longevity of providing results to searchers and they have the statistics to show exactly what people are looking for. This is why many advertisers use the Overture (Yahoo Search Marketing) suggestion tool to plan their marketing campaign with Yahoo!
Yahoo still makes up around 20% of search volume on the Internet. Although they are greatly inferior to Google in the amount of traffic and usage, it is important to consider the quality of the Yahoo! searcher and its relation to the Google searcher. Yahoo! searchers seem to be more uneducated (in my opinion) on the internet, they seem to be beginners, and they seem to be less knowledgeable to Information Technology. I know this because I’ve launched several advertising campaigns in the past that have greatly reflected that of Google AdWords and the results were absolutely horrible. These are a different quality of person that uses the Yahoo! Search Engine over the Google Search Engine and it is important to remember this.
But don’t let this fool you! Yahoo! is still very important in the advertising world; after all they are the number one visited website in the world! Just because the search engine usage is less than Google doesn’t mean that it is irrelevant and shouldn’t be optimized for, so it is a beast that shouldn’t be reckoned with and should be considered a marketing priority.
Sometimes, Yahoo! will actually give you higher results for the keywords you are marketing. Yahoo uses a distinctly different algorithm than Google after all. The most important thing to remember is that the Google and Yahoo are direct competitors and are changing their system every single day to improve their search engine-which means it’s important for you to make the right decision as a webmaster to ensure that you get good placement in both search engines.
Here are some key differences from the Yahoo! and Google algorithm:
- Yahoo uses a spider to search pages on the internet and index them into a very advanced database. While it is unknown what they do with this information, most likely it is rated (by seeing how many websites link to it) and ordered by importance of popularity.
- Google goes through a series of mathematical formulas (which you will learn about later in the book) and chooses the right result based on hundreds of factors.
- Yahoo uses their directory to first display search results-so if you are able to place your website into their directory (which costs hundreds of dollars), you can achieve a higher result more quickly.
Article written by Andrew J. McClary, © 2008, All Rights Reserved.
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