In the field of online marketing if at all there is anything that one should brace oneself with that is change. There is nothing more certain than the uncertainty that prevails in the realm of online marketing. Today, the field of search engines is monopolized by Google but the entire scenario may change in a spur of the moment. It should be well anticipated with Yahoo! and Micorsoft placing huge financial marketing support behind their search engines. When such a change happens it should not come as a shocking news for you. It will however come as a shocking news if you have invested all your time and effort and money in making yourself strong with respect to Google and Google alone. You should be prepared for the oncoming search engine warfare as time will not be playing on your side in such a situation and the competition will be rising at exponential rates.

Analysts say that Yahoo! and MSN are on the full swing to take Google off the ground through massive corporate backing. However, the good news is that if your search engine optimization has taken care of yahoo, it will serve you very well with MSN Search algorithm. For example, both search engines, Yahoo! and MSN emphasize keyword rich content for both on page and off page content.

As there are similarities, there are also differences between the two search engine algorithms. The following section will look at the differences between the requirements for high ranking in Yahoo! and MSN.

We will examine the similarities as well as the differences in optimizing for both search engines. There are a number of techniques that work extremely well for both algorithms. We will also look at the differences between the requirements for high rankings in Yahoo! and MSN.

Paying close attention to the following steps will help you score high search engine rankings in both MSN and Yahoo!

In both Yahoo! and MSN search algorithm the value of content reigns. Both the search engines Yahoo! and MSN value incoming links but not as much as they value keyword rich content, in particular the page content.

The tip therefore is to make your keyword density without compromising the Google rules on incoming links, because as it stands today Google has monopolized the field and by making your page rich with keyword relevant content saves you from the future shock if Yahoo! or MSN should take Google's place. Yahoo! and MSN have special affinity towards keywords and keyword phrases.

Beware by being over enthusiastic about bracing yourself against the future shock, if you over do the keyword density trick your site might trigger a spam filter in Google. Therefore, wisdom lies in balancing the two that will make your SEO optimization holistic and universal. You can as well experiment your page by adding and subtracting keywords and see the variations in terms of its ranking in three search engines.

One of the good ways of writing the content is to allow the natural flow to take over rather than making it artificial but making the keywords appear as when needed. This should also boost your presentation and help conversion of casual visitors to paying customers.

By putting keywords into diligent use and using their synonyms will produce the desired effects on gaining high rankings. Imprudent way of stuffing your page with keywords is not advisable neither from the perspective of search engines nor from the standpoint of sales conversion.

If you write naturally, without forcing the keywords to appear in inappropriate places, the content will be appealing for your website visitors and your site will also win favor in the eyes of search engines.

Once the importance of keywords is understood, one has to look into ways to prudently include them in your site. As Yahoo! and MSN value keywords, webmasters tend to overplay this part and stuff their pages with keyword forcing it to the page in inappropriate places. But there are subtle ways to include the keywords with the goal in mind to achieve high search engine rankings with all the major search engines.

One of the ways to do it is to include them as your page title tags. All three Google, Yahoo! and MSN value unique titles for every page of your site. You can take advantage of this and add most appropriate keywords in the page title. Note the page title should not be mere string of keywords, as you would be penalized by the search engines for using spam tactics.

The search engine community is aware that Google algorithm assigns very little weight to meta tag whereas, Yahoo! and MSN weigh meta tags highly. As with page titles, this meta tag feature as well should be taken advantage of and put to proper use and ensure you have unique meta tags for every page. Let your meta tags be different for every page and do not use same meta tags for all the pages of your site.

Moreover, you should not over do it. There should be should be only three to five meta tags per page. Also, it should be made sure that your meta tags appear as keywords on that page as well. Unless you have those keywords as part of your page's content do not include it as meta tags. Meta tags that have no connection with the web page will only have negative effect on your search engine rankings.

A wise SEO technician will not consider it a waste of time to create well thought out page titles that are keyword rich and that are unique to each page as it pays off highly with all three major search engines, Google, Yahoo!, and MSN. By making your page titles unique for every page you save your self from the danger of being guilty of keyword stuffing.