281
I
n general, search engine optimization basics are all the same. Each search
engine differs in what it’s looking for, however. So what makes you rank
well with Google might not make you rank well with Yahoo! or MSN.This is the conundrum with search engines. Each is based on its own pro-
prietary algorithm, and even if all of the major search engines had the same
requirements for ranking (and they don’t), those requirements could still be
ranked differently.What you must do then is, first, include all the basics of SEO — keyword opti-
mization, meta-tag optimization, link optimization, and content optimization.
Then, after the basics are complete, you can begin to worry about individual
search engines and what it takes to be ranked in each one.Remember, a search engine is not your customer. It will lead you
to potential customers, so you do need search engine rankings, but
you should think first of your own customers and then about your SEO. Be sure
your site is what potential or existing customers need, and then you can begin
to think about how you can tweak the inner workings of the site to improve your
search engine ranking.Optimization for Google
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.NOTENOTE
IN THIS APPENDIX
Optimization for Google....................................................................................................
Optimization for MSN ......................................................................................................
Optimization for Yahoo! ....................................................................................................
Optimization for Major
Search Engines
75002bapp01.qxd:Layout 1 11/7/07 9:21 AM Page 281