Seo for yahoo

11:56 AM
This article is part two of a four part series on
optimizing your website for the the three major
search engines. Part one, titled“SEO For MSN”
covered optimizing your website to rank highly
on MSN. In this article we will cover optimizing
your website for Yahoo!
Yahoo! is the second biggest of the three major
engines and includes an enormous network of
websites. The algorithm is based on that of
Inktomi which Yahoo! purchased back in 2002 as
part of their plan to stop serving Google results to
search queries. The algorithm itself can pose a
problem for some SEO’s as we optimize client
website to rank highly on multiple search engines
due to the way that it deffers from Google and
MSN. That said, any issue can be addressed
provided that the right attention is given to the
right details.
The Factors
To optimize and rank highly on Yahoo!, as with
any of the major engines, specific areas need to
be addressed. On Yahoo! the major areas are as
follows:
* Keyword density
* Site structure
* Backlinks
* Aging
Keyword Density
As noted in the article on MSN, it would be
unwise for me to specify a keyword density for
you to target on your website. There are two
reasons for this. First, if there is a delay between
the writing of this article and when you read it
specific numbers could well send you off in the
wrong direction. Second, you will need to
analyze your specific competitors to determine
what the best density is in your area and for your
type of website. Optimal keyword densities are
no longer a one-size-fits-all calculation. Your
industry and site-type will affect the optimal
densities and thus, a complete analysis using a
tool such as Total Optimizer Pro will be
necessary.
Additionally, optimal keyword densities change
on a regular basis and so you will need to
periodically reanalyze your densities and compare
them with others in the top 10 to insure that your
densities remain within the optimal levels. When
using Total Optimizer Pro for the onsite analysis
we generally aim our densities for the upper end
of the top 10 results but not aiming to be the top.
Generally you will see a range that appears much
like a bell curve with a couple sites in the very low
range (0.5 to 1.0%) and a couple site in the very
high range (5.0 to 8.0%). The rest will generally
fall in the middle. Ignore those in the very low
and very high range and target towards the
upper end though not the highest of the
remaining sites and you will be on target.
Site Structure
On no other engine is site structure more
important than on Yahoo! While having a good
site structure is important for a vaiety of reasons,
it was on Yahoo! that Beanstalk noted the most
significant gains when we brought our
homepage and key internals into compliance with
W3C standards (the rest of the site will be
brought into compliance as part of our complete
redesign scheduled for launch on April 24th).
While slight gains were noticeable on both Google
and MSN they were so minor that they may well
have just been part of the ebb-and-flow of the
results. On Yahoo! however we noted a three
page jump the day the changes were picked up.
No other changes to the site were performed
during this time.
The site structure is important for two key
reasons. First, the site structure determines the
order in which your page content gets seen by
the search engines and thus, whch content will
be given the highest priority. Content that occurs
higher up in the code of your page (not
necessarily in your browser) is given a higher
weight than content lower down in the code.
Second, a properly structured site will be lower in
code through the use of CSS, reduced or
eliminated table use, etc. The reduction in code
will push the content higher up the page as far as
a search engine is concerned and thus, it will be
given more weight.
Backlinks
Like the other two major engines, having a solid
backlink count from relevant sites using good
anchor text practices is a major factor on Yahoo!
for any reasonably competitive phrase. When it
comes to calculating backlinks Yahoo! is far more
similar to Google than MSN. Aspects of backlink
counts that must be taken into consideration
when optimizing your website for Yahoo!:
* Quality of site – like Google has attempted to do
in the past with PageRank and is learning to do
with TrustRank, sheer numbers aren’t what will
get you high rankings on Yahoo!, the quality of
those links is more important. We must
remember than PageRank is a Google calculation,
not Yahoo! and so it alone cannot determine the
value of a link when we are optimizing for this
engine. It can be used as a quasi-benchmark
however when determining if a link is a quality
link on Yahoo! we are better off to considered
whether it is from a site that is ranking well on
Yahoo! for the same or related phrases, does it
come from a site that it related to ours, does the
site link to a site that is ranking well on Yahoo! and
does the link come from a trusted domain. For
these purposes a trusted domain can be
considered any domain that is over 3 years old,
has a solid number of backlinks coming from a
wide variety of sites and which at least a solid
number of are non-reciprocal links.
* Position of link – like all the major engines, the
position of your link on the page is important. A
link at or near the bottom of the page is less
valuable than a link nearer to the top. Also, if your
link is on a page with other links, the effect that
link will have on your rankings decreases
respective to the number of links on the linking
page.
* Anchor text – the text used to link to your site
will help reinforce that the keywords in that
anchor text are associated with your site/page.
Also, if that anchor text in in the midst of the
content it will hold greater weight than if that
anchor text is in a directory-style format above a
description (i.e. link a standard links page)
* Non-reciprocal links – reciprocal links are
certainly still valuable on Yahoo! however it is
important to supplement these links with non-
reciprocal links in the form of directory listings
and other one-way links.
Aging
The bane of new websites is the aging delay.
Many focus on Google’s “sandbox” when they
think of aging delays however Yahoo! employs
one as well, though it is lighter and lasts a shorter
duration of time. New sites and links are not
given the same weight as sites and links that have
been around for a while. The aging delay on sites
has been extended over the past couple years
however it isn’t as severe as that imposed by
Google. New sites can expect to find it extremely
difficult to rank for competitive phrase inside of 6
months even if everything else is in place. To add
to the difficulty is a delay on the value of links.
When a new site launches it obviosly has no
links. These links are subjesct to a delay that
appears to be somewhere between 3 to 4
months before they hold their full weight.
The combination of these delays can make it very
difficult for new sites to rank for competitive
phrases inside of 8 to 12 months however
because the restrictions are lighter than those
imposed by Google one can expect to see
rankings for secondary, tertiary and completely
unexpected phrases far faster on Yahoo!
Conclusion
If is important to note that a very important area
that needs to be considered is coming in part four
of this series. Simply optimizing your website for
Yahoo! will likely not get you the traffic you’re
hoping for. Part three will cover optimizing your
website for Google and part four will be titled
“SEO For The Big Three: Tieing It Together” and
will outline how to tie all the optimization tactics
together into a concise strategy that will result in
top rankings on all three major engines.
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