It is a common knowledge that Google is the most dominant search engine in the web world. However, one should not undermine the popularity and the importance of MSN search. In the near future, we can expect the mega corporate body, Microsoft Corporation laying inroads to Google search leadership position.

Webmasters and SEO technicians spend their time and expertise in gaining high search engine rankings in Google. It should be remembered that with the revised strategies and renewed financial and marketing caliber it is important to secure decent page ranking in MSN search as well.

Though many understand the importance of good page ranking in MSN, they are left with these standard questions, "How much does Google optimization help MSN ranking? Will there be clashes between the optimization concepts of the two search engines?"

Fortunately, the good news is that the optimization for Google also helps in the MSN search to a great extent. While noting that there are differences between Google and MSN optimization techniques, it has to be understood that they are not diametrically opposite techniques, one ruling out the other. The differences are based on the component emphasis of the two search engine algorithms. With a deeper understanding of the similarities and differences between the two search engine algorithms, it is possible to secure top rankings in both search engines.

Stability in the modern internet world is something like stepping into the same river twice because, things are at flux all the time. At present Google is reigning the search engine market. Nevertheless, this will not be an eternal statement written on search engine market. The change can happen almost overnight. When that happens it is not going to be news to the world because it has happened several times before and that is the formula through which Google found its million dollar answer in today's search engine market. As the wise man's saying goes never have all your eggs in the same basket be prepared for the change and when it happens you should be found braced to meet the change. As the changes are so rapid, you will not have time to meet the change after it has occurred. By the time you get ready to meet the first change the second one will be already well on its way.

MSN search is now bundled into the home version of Windows XP which will induce many internet users to use MSN search. There are quiet a lot of inexperienced internet users who might simply use the bundled MSN search box and many of those users may be online shoppers who have found online shopping to be a standard form of shopping. Given these crucial factors, no one can pooh-pooh the importance of good search engine rankings in MSN. Thus, the idea is not to underestimate MSN search but to take advantage of the potential of MSN and optimize your site to best suit both search engines.

Google places heavy emphasis on inbound links and anchor text. Whereas MSN, while giving importance to inbound links and anchor text, it also gives equal importance to both on and off the page keywords and content.

Therefore, optimization should take care of both the ends by concentrating enough on incoming links while placing equal importance on the content of all types making it keyword rich. By taking such a balanced approach, you will win favor in the eyes of both the search engines ensuring good rankings in both Google and MSN.  

The misunderstanding that global optimization will lower search engine rankings should be shed off. Paying attention to link requirements will not only have good effects in Google but will also secure good points in MSN. Similarly making your content keyword rich will have beneficial effects not only in MSN but also in Google.

Over concentration on one particular aspect aimed at one particular search engine can create negative effects on other search engine ranking policies. For instance highly keyword saturated content will not be favored by Google. Hence, moderation is the formula to achieve dual search engine benefits.

SEO professionals realizing the value of keyword rich page titles in Google optimization give unique keyword that is found in the content of that page. Parallel to Google, MSN too values page titles highly in its algorithm. Paying added attention to this feature will bring in high rewards in both Google and MSN simultaneously.

Second common feature that will avail good positioning with Google and MSN is regular updating of pages and constant addition of new pages with fresh content to your site.

Thirdly, adding a blog component in your website will be another way of keeping the content fresh. This will make the spiders from both MSN and Google to crawl your website often as the blog is updated on regular basis. Blogs prove to be one of the effective and easiest ways of keeping your site fresh with content resulting in high search engine placements in both MSN and Google.

Google gives phenomenal importance to incoming links. Links are weighed in par with strong keyword rich text and theme related anchor link text. No second thought has to be given as regards to the importance Google places on the link value of a website.

Though MSN as well places importance on links, there is a difference in which MSN algorithm operates. It places added weight on the content than on linking power, as it is more concerned about the quality of a site. However, it must be admitted that one cannot totally neglect the value of links in MSN algorithm as well.

Anchor text is a boon to SEO experts as both Google and MSN in their algorithms value high the appropriate usage of effective anchor texts. As anchor texts supply well for both link hungered Google philosophy and content craving MSN algorithm it gains great importance in both Google and MSN ranking schemes.

Another important feature which no good webmaster will forget is to properly link all the pages of the website with good internal links and with easy to navigate sitemap. Good sitemap has double benefit of aiding the search engine spiders to crawl but also contributes to value of the site in the eyes of the visitor to the site.

One of the ways of improving the number of inbound links is to have your site included in many Internet directories. Google's DMOZ or Open Directory Project can be a great tool that will help you in this regard.

If you are looking to enhance your positioning in MSN, having your site included in directories like Looksmart/Zeal will be a good idea. MSN uses these listings though it has ended the agreement it had earlier with these directories. Google as well values sites that are listed in directories so getting your site listed in Looksmart/Zeal as well will pay its reward.

Finally, some of the key points to be borne in mind with regard to dual search engine optimization is that, the optimization strategy should have a balanced approach.

Primarily the site should have abundant keyword rich pages which will help your site score high in MSN ranking while being cautious about the keyword saturation level for Google.

Secondly, the site should have quality anchor text links promoting the inbound link factor. It will not only help you score high ranking in Google but it is one of the features that is taken into consideration by every other search engine including MSN ranking methodology.  

Thirdly, unique title tags for each web page is categorical, title tags rich in keywords contained in the content of respective pages.  

Importance of regularly updated fresh content, good linking strategies cannot be stressed enough here.