Search engine optimisation is usually concerned with 'the big three' of the search engine industry. The problem is that each of these search engines has a different algorithm and different sets of rules, some sites, through efficient optimisation have managed to get to number one on all of them. That is the challenge set to most optimisers, with three major websites that mange the traffic of millions, the other, minor search engines are simply not worth the pursuit of optimisation.
While the big three have different algorithm and systems, ultimately their goals are the same; to provide the user with the most relevant results. This means that despite their different methods it is possible to pursue optimisation simultaneously.
That said if using search engine for highly competitive phrases it will be hard to reach a triple number one spot. Choosing the right level of competition for search terms is essential, if competition is too high it will be hard to keep rankings, too easy and you will find that the search terms are rarely used and traffic to your site will suffer.
To discuss methods of search engine optimisation for all three it is easier to discuss them singularly. What must be considered is that MSN is usually the simplest, followed by Yahoo and then the jewel in the crown for any optimisation company; Google.
Performing search engine optimisation for MSN means creating a site with a distinct theme and many links. MSN tends to pick up on changes more quickly then the other two making the process considerably quicker if focussing on results purely on MSN.
Despite its number three place in popularity, it is believed MSN searchers are nearly fifty percent more likely to purchase items than other search engine users. Most importantly is to create a solid site with a coherent theme throughout. Linking should bring results in a matter of months.
Yahoo for a large part of its development relied upon the same sort of system than MSN, making search engine optimisation relatively simple for the two of them. However, of late Yahoo have switched and started to follow the Google example. This is most probably due to the huge popularity of Google, and its dominant position in the search engine industry.
Yahoo has begun to place an emphasis upon the temporal nature of links making optimisation a constant effort if Yahoo is the focus. It also lengthens the optimisation process but makes efforts ultimately worthwhile as aged links are highly respected.
Google is the focus for much of the search engine optimisation industry, as the world's most popular search engine, this is unsurprising. Rankings in Google are the hardest to obtain but the traffic created is the highest in number. The usual ethical methods of optimisation apply; unique content, a large amount of that content and well built links are all vital for high rankings. It takes the longest of any of the others but rewards are the largest. Time is a factor as more emphasis is placed upon the history of a page than the other search engines.
Logically your first goal is to target MSN as the easiest of the three, then Yahoo and finally Google. However, seemingly if you are doing things right for one search engine results in the other two will follow. Naturally Google will be the primary objective but the amount of traffic from the other two is still sizeable.
If you follow the general principles of creating large amounts of unique, relevant content and high quality links your site will start to climb up the rankings. Do not however expect immediate success; optimisation campaigns for all three will take time, all require an elongated effort to achieve decent rankings.
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