Yahoo's search is gaining on Google.  An important shift that effects an effective web marketing strategy.   By John Bolduan RealWebMarketing.com

I wondered when this was going to happen, but it's happening sooner than anyone thought. Yahoo is gaining on Google in market share of searchers and is predicted to surpass Google sometime in 2005. This is in an article in PCWorld.com that reflects some research done to find out who people are using for search. I think that this is a result of Yahoo offering very relevant search results with a good presentation. It also shows that no search engine remains on top if the results aren't relevant. As a person who watches the search engines to see what's happening, I've seen some changes in Google's results during the last major algorithm shift. It delivered some results that were directories, fringe sites as well as some relevant sites. It has improved since then but the results still are infested with search engine spam that doesn't even adhere to their own guidelines. This is what I believe has given Yahoo a foot in the door for a lot of people. They're finding it a better search engine.

How does that affect what you do with your search marketing strategy?

You should always be looking at the horizon when it comes to where you want your website to go. The long term view is the best when it comes to how well your website will be listed in the future. Good search marketing demands that you be flexible in reacting to major changes like this one. Obviously, companies and website owners should be looking at how they rank with Yahoo & Google right now and understand that any shift could favor or hurt their business prospects. If you find that you're not listed as well on Yahoo right now, then you should be making changes to reflect the fact that more people are turning to them. In the past, many search marketing plans were only kept with Google in mind because they were so dominant. Many websites became Google-centric but this strategy will be less important as competition increases from Yahoo and the upcoming new MSN.

You shouldn't make a website geared for only one search engine.

Many web designers and search optimization companies have made websites that are largely favored to being found in Google. It's this type of thinking that can get you into trouble long-term. Instead, you shouldn't be making a website geared toward any one search engine. You should be creating a website that is searcher or customer friendly. When you provide that kind of website then your search marketing efforts will pay off. After all, it's not the search engines that make your website successful, it's you! When you create this kind of website, then you can weather the storm of changes that will occur in the arena of the search engine wars. It's this concept of diversification that will help your website get better results over time.

Beware the search optimizer sharks that feed on ignorance.

As a result of greater Yahoo use, you'll find all sorts of search optimizers coming out with their quickie scheme to get you higher rankings there. They'll tell you stories about how Yahoo is so much different and sell you a Yahoo optimization package. Hang onto your wallet and don't fall for it. If you change the mindset of your search marketing strategy, then you will be ready for any change in Yahoo, Google or any other search engine without spending more money. Remember that when you optimize for a particular search engine, you violate the good intention of making your website a good place for people to be. Of course, you'll have to have the technical bases covered, but there's so much more than that. Your search marketing plan needs to be long-term, reflect what searchers want and be flexible for future changes that are out of your control.