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While all of the major search engines use different algorithmsthe end goal of all three is the same: to provide the searcherwith the most relevant results available. It is this one commonthread that makes it possible for an SEO to rank a websitehighly across all the major engines. While there are a varietyof factors at play and an even wider variation in the weighteach of these factors are given - the possible variations thatcan produce relevant results are limited.

For example, if inbound links are given 0% weight theninsignificant sites will ranki highly for high-competitionphrases. Many reputable companies such as Microsoft could loserankings for their own names so links must and will always holdvalue. On the other hand, if links were to hold 100% weight thensp@mming the search engines would be a simple matter and sothere are a limited number of possible variables in betweenthese extremes that this factor can have, no matter which enginewe are optimizing for.

That said, there are still three main engines with threedistinct algorithms despite common requirements. To clarify howto optimize for all of them it's easiest to discuss themindividually first. Due to the way their algorithms work one isbest to expect rankings on MSN first, followed by Yahoo! andfinally Google (I am assuming that the phrase is of at leastmoderate competition). For this reason we will discuss themindividually in that order.

SEO For MSN

Proper SEO for MSN requires that a site be structured well witha distinct theme throughout and many inbound links. Theadvantage an SEO has while optimizing a site for MSN is that MSNtends to pick up and credit new content and inbound links veryquickly. That means that with the right tactics in place one canrank a website relatively quickly on this important engine.

While MSN has the lowest number of searches performed on it,ComScore's report back in July revealed that MSN searchers werealso 48% more likely to purchase a product or service onlinethan the average Internet user. A very important statistic forwebsite owners that sell online.

To rank highly on MSN one needs to build a solid sized site(exactly how large will depend on your industry - look at thesize of your competitor's sites for an idea), a relevant themethroughout the site that focuses on your primary keywords and agood number of links. MSN doesn't (at this time) employ an agingdelay on links such as the one employed by both Google andYahoo! so the effects of the site and inbound links can bepicked up very quickly and with good SEO efforts one can rankwell within a few months on MSN for competitive phrases.

SEO For Yahoo!

Until recently Yahoo! acted very much like MSN, now it's leaninga bit more towards Google. Ranking a website well on Yahoo!requires a solid-sized site with unique content and a very goodnumber of links.

While PageRank is a Google factor, Yahoo! does have some type ofpage value factor at play. Many moons ago Yahoo! was playingwith a PageRank-like calculation called WebRank. They even wentso far as to put out a beta toolbar testing it. This indicatesthat there is a factor at play in the Yahoo! algorithm similarto Google's PageRank - they just don't advertise what a specificpage's value is.

Yahoo! is placing a large amount of emphasis on the age of linksthough not in the same way that Google is. We will get to Googleshortly however to understand what to expect from Yahoo! onemust understand that when you get a link to your website itwon't hold it's full value for a number of months. While theexact number of months in unknown it appears to be around 8before it hold it's full weight though it will hold some fromday one and this weight will increase as time passes.

To rank well on Yahoo! you much optimize your site similar towhat you would do for MSN and you must build a large number ofinbound links and have patience as these links age. You will notsee a sudden spike 2 weeks after a large link-building campaign,you will likely have to wait 3-4 months to notice anysignificant effect.

SEO For Google

Virtually every webmaster and website owner is primarilyconcerned about attaining Google rankings due to thesignificantly higher number of searchers using it. Provided thatyou are building your website following the best practices ofSEO (i.e. unique content, a sizable amount of content, and agood number of incoming links) then your rankings are sure tofollow, however due to their aging delay it will likely takelonger than on MSN or Yahoo! Google considers the age of yourlinks, your domain and even the individual page to be a factorand the longer your page has been online the better.

Essentially, ranking a site on Google requires that you take thesame actions as for the other two, continue your link buildingefforts on an ongoing basis to insure that you end up withmore-and-more links, and that you update your content and addcontent on a fairly regular basis (though the addition of a blogfor example).

Tying It Together

The logical process for a new website or one at the first stagesof SEO is to first target MSN. At this point you can focus yourattention on continuing to build high-quality, relevant links toand content on your site which will continue to increase yourvalue on Yahoo! and Google.

Analysis will be required to determine exactly what weight youwill be giving to different areas. For example, if your onsitefactors are optimized for MSN then you know that you will needto make up for this in the offsite factors for Yahoo! andGoogle. If you figured you would need 100 links to rank onGoogle then you will now need to up that number to account forthe fact that you have optimized your site itself for adifferent engine.

During the analysis process you will likely want to use a toolto speed up the process of keyword density analysis andcompetitor link analysis. At Beanstalk we use a tool called Total Optimizer Prothough there are others out there (note: I have yet to find onethat does what this one does as quickly and easily).

Conclusion

I am hoping that none of you read the title and were expectingto rank on the first page of all three major engines next week.Ranking highly on all three major engines takes time, patienceand a good few rounds of tweaking to get the perfect balance ofonsite and offsite optimization. Of course, as you can gather,done properly it's well worth the effort.