Many times in the web site optimization process we all seem to forget that there are three major search engines we should consider. We all understand that Google is the leader when a person thinks of search engines and the term "Google It" has become a household phrase. Yahoo has acquired about 25% of the market and some reports that MSN has earned from 10-15% of the market. Even though MSN's share of the market is less than the other engines, the users of MSN are truly loyal.
The algorithms of MSN are different than Google and Yahoo, however, there are some rules in the various engines that are used by all the search engines. Just because you rank well with Google and Yahoo, you may not rank well with MSN because of some of their algorithm differences. If you are optimizing specifically for MSN ranking, make sure you keep an eye on your Google and Yahoo rankings. Ranking on top with MSN will likely be ranked low with Google. For online effectiveness you would be wise to have Google on top and MSN on the bottom. The secret here is to build your site with a proper structures that will work with all the big three of the top search engines.
There are specific reasons why this happens. Even though the web site pages spidered by the different engines may be the same, the different algorithms used by the various engines will produce a different search result. All search engines will spider a page and then index the information into their database....then applies their algorithms to the pages spidered and ranks you accordingly.
It appears on the surface that the MSN algorithm is not as advanced as Google and Yahoo, however, that philosophy will be challenged by some experts. MSN focuses more on the metatags than Google and Yahoo. Even though metatags are important to all engines, MSN places a lot of credence on the use of metatags. There are differences between the search engines in the use of keywords. It appears that MSN places more emphasis on keywords than the competition does.
Even though MSN puts more emphasis on keywords than the other engines, be very cautious of not over doing the keyword aspects on your web site source code as well as the keywords in your content. Make sure you don't over do the keyword density for the sake of MSN and then be penalized by Google. Make sure you understand the ratio the individual engines are looking for. Anymore than 5-7% ratio with Google may cause you some problems.....over doing it here could even get you banned on Google. If you make one page for Google and another for MSN....Google may nail you for duplicate content. Do some research here and know what your limitations are before you over do anything in this process. There is a balance that must be maintained here, so if you don't understand this process, seek the help of a professional optimization specialist.
One important point here is that if you build your site to please MSN and stuff your source code and web content with keywords, you may do well with MSN, but be in trouble with Google. However, if your site is optimized correctly you will do well with Google, rank well with Yahoo plus have a respectable position with MSN. You may have to experiment a bit with the proper balance for your site depending on how your site is structured right now.
Well written Meta Tags are an important part of all the different search engine algorithms. Since MSN puts more emphasis on Meta Tags than the other engines, some thought when writing your metatags will help you gain popularity with all the engines. Note....do not keyword stuff your metatags....use some good common sense here...it will save you some bitter consequences later on.
Some advise on the descriptive metatag in your source code is vitally important. This is one of the key factors MSN uses to classify your web site. Leaving this area blank will eliminate any chance of getting recognized by MSN. If you leave the Content="" section in the source code empty in your site you have just sealed any chance of making any kind of internet presence with the search engines.
The eBiz Solutions Team is standing by to assist you with any questions. Call today for your free 30 minute consultation.
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Larry L Miller SEM/SEO Consulting
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