Search Engine Optimization Fundamentals | Stacey Morgan Smith

You may have read this week that Microsoft Corp. and Yahoo Inc. will create a new partnership. If you’re like many of our customers, you’re probably wondering how that will affect your Search Engine Optimization.

The two companies seem to be working together to step up their efforts toward challenging the big player in the game: Google. This isn’t the first time they have discussed working together (in one form or another). Microsoft Corp. attempted to purchase Yahoo in the past. Google even previously expressed interest in working with Yahoo, but it fell through, partially due to antitrust concerns.

As for search, Yahoo!, which was never REALLY a search engine (Yahoo! is technically a directory), will begin to provide search results powered by bing, Microsoft’s new search engine (though they call it a decision engine).

This “union” will significantly increase the number of searches conducted through bing. In June, Google had a 65% share of total US Searches. Yahoo! and bing followed at 20.1 and 8%, respectively. After bing begins providing Yahoo!’s search, bing’s market share could be around 28%.

So how will this affect SEO?

Your rankings will most likely change. If you’re 10th in bing, you’ll probably also be 10th in Yahoo!

Your number of site visitors will also likely change. Being on the first page helps, whether you’re reaching 8% or 28% of searchers, but if you were on page 1 with Yahoo and you’re on page 3 with bing, customers will have a harder time finding you.

You only need to worry about two different engines’ search algorithms instead of three. Each engine values optimization elements differently: titles, links, content, anchor text.

Should you change your SEO plan?

The basics of your SEO efforts shouldn’t change because your goal is still the same – reach your target audience and give them what they need.

How do you do that? The same way you always have:

• have quality, relevant content on your site that answers your audience’s questions;
• follow best practices in site structure, hosting, etc.,
• gain smart links that make it easier to find you.

Following SEO basics will ensure steady site improvement, whether you’re dealing with two search engines or twenty.

sources: AdAge, Yahoo! Finance, and comScore

Stacey Morgan Smith is the director of search engine optimization for Northern Virginia Internet Marketing Company NetStrategies. With over 14 years’ experience as an editor and proofreader, she brings a different viewpoint to SEO. Along with the rest of the NetStrategies team, she can help you increase your leads from search!