Optimization for Yahoo!

Every search engine differs a little bit from the others, and Yahoo! is no exception. Where Google
focuses on elements like relevance of content and links, and MSN focuses on freshness of content
and the tags on your site, Yahoo! is more focused on keyword density and keywords in the URL and
title tags.
So if you’ve used basic SEO techniques, you’ll likely be listed with Yahoo! in a matter of time. Your
rank on Yahoo! will depend on competition, of course. So you’ll need to focus carefully on the keywords
that you select if your industry is a highly competitive one. Just be careful, because using a
higher density of keywords so you’ll rank well in Yahoo! could cause you problems with MSN and
Google. It could look to those search engines as if you’re stuffing your site with keywords.

Optimization for MSN

Analyzing Success

MSN is now powered by Microsoft Live, and although you can go to the MSN.com web page and
still access MSN search capabilities, the underlying technology has been rebranded as Microsoft
Live. But it’s still one of the top three search engines, and it’s definitely not one that you should
ignore. Studies have shown that searchers who enter your site from MSN searches may be fewer in
number than those from other search engines, but they routinely have higher conversion rates.
As with other search engines, the basic optimization techniques that you’ve learned are the best
way to get listed with MSN search. MSN also does not allow paid ranking, so your organic efforts
will be the deciding factor for your rankings.

Optimization for Google

Analyzing Success

By this point in the book, you should have a pretty good idea of how Google
works, including how your sites are indexed and what you should avoid doing.
But there are a few more things to understand about Google and how your site
is ranked. These additional tips will help you to improve your rankings.

The first thing you need to understand about Google is that, given time, if your site is on the Web
and has at least one link to it, you will eventually be crawled. As an example, I have never done
anything with my personal web site by way of SEO. I haven’t checked the code to ensure that it’s
written with search engines in mind. I haven’t used or invested in keywords, and I haven’t submitted
my site to a search engine.

Understanding Google PageRank

Analyzing Success

Google’s proprietary ranking algorithm is what makes it different from the other search engines. An
element of that algorithm is Google PageRank.
Google explains PageRank like this:
“PageRank relies on the uniquely democratic nature of the Web by using its vast link structure as an indicator
of an individual page’s value. In essence, Google interprets a link from page A to page B as a vote, by
page A, for page B. But, Google looks at considerably more than the sheer volume of votes, or links a page
receives; for example, it also analyzes the page that casts the vote. Votes cast by pages that are themselves
“important” weigh more heavily and help to make other pages “important.” Using these and other factors,
Google provides its views on pages’ relative importance.

Analyzing Server Logs and SEO

Analyzing Success

Web server logs are the records that servers keep of who accesses files (in this case, web sites) that
are stored on the server. A server log is a long, ugly, and complicated document in which lots of
very usable information is buried. But if you don’t know what you’re doing, it could take a very
long time to figure out what’s usable and what’s not in that server log.
That’s not a huge problem, though. There are all kinds of server log analyzers that you can use to
help you decipher the log and find the information that you’re looking for. One of the most wellknown
is AWStats (http://awstats.sourceforge.net/)

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Optimization for Yahoo!

Optimization for MSN

Optimization for Google

Understanding Google PageRank

Analyzing Server Logs and SEO

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