IN THIS APPENDIX
Optimization for Google
Optimization for MSN
Optimization for Yahoo!
In 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 proprietary 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 optimization, 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.
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 ...