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 websites 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.
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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
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
(http://www.totaloptimizer.com/) 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.
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.
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
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
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.
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!
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.
Total Optimizer Pro (http://www.totaloptimizer.com/) - A keyword density
and backlink analysis tool. This tool breaks down a variety of onsite and
offsite factors giving you a full snapshot of how the top 10 got their
Yahoo! Press Room (http://yhoo.client.shareholder.com/press/releases.cfm)
- Read the latest press releases from Yahoo!. This may not give you the
algorithm but it will tell you the direction they're going. Understand this
and you'll be better equipped to deal with changes down the road.
Yahoo Forums (http://forums.digitalpoint.com/forumdisplay.php?f=6)
- Read the latest news, feedback and discussions on the DigitalPoint forums.
A great way to keep updated but beware, not everyone in there is a qualified
About The Author:
Dave Davies is the CEO of the Beanstalk Search Engine Positioning, Inc
Beanstalk is an SEO company that is proud to offer guaranteed services on
all their packages. Dave Davies is also available to provide SEO training
(http://www.beanstalk-inc.com/services/training.htm) to individuals, web
developers or IT teams. Beanstalk would like to extend its sincere
appreciation to Metro Hi Speed (http://www.metrohispeed.com/) for providing
us with our new toll free Internet fax services. We can now be faxed at