Yesterday, I talked about marketing your website on Google versus Yahoo. There is yet another reason – and this could be the most important reason – not to focus too heavily on one search engine or another. Conventional marketing wisdom says market your website toward Google because they have the strictest rules and if you meet Google’s favor then you’ll receive the praise of the other search engines as well. Too bad it doesn’t work that way in reality.
The search engines all have different criteria. There algorithms weigh more than 100 factors in determining your rank. Each search engine chooses its own factors and the weight of those factors in their search ranking schemes. What works for one search engine doesn’t work for another.
Here’s an example: If you run a blog that exists on your website’s primary domain and link to your website from that blog, Yahoo will count those links as a part of your link popularity but Google won’t. Of course, everyone knows how important inbound links are to your link popularity rating, especially with Google. If your blog is one of your primary marketing vehicles for your website and your target audience is web-savvy techno geeks then you should probably not put your blog on your own domain name – it should have a separate URL. On the other hand, if you run a local auto repair shop and you know most of your customers use Yahoo because the local ISP has Yahoo set as the default home page, which most of your neighbors don’t change, then could very well benefit from having your blog on your website’s domain.
These are considerations you should weigh in your online marketing strategy. Statistics are only important if they are relevant to your situation.