The Top 16 SEO Tips From A Yahoo Insider

Published by 65 Comments

Recently in the private forums Rich Schefren provides for his Strategic Profits clients there was a discussion started about search engine optimization.

The topic initially began with two questions. The first was about whether non-Google search engines penalize sites that advertise with Google AdWords (false) and the importance of having an “aged domain” and how it relates to number one rankings.

I became interested when Darryl Peddle, who claimed employment at Yahoo!, entered the discussion and offered some great SEO advice. I asked Darryl for permission to republish the tips from the discussion, which I provide below interspersed with my own opinions based on my SEO studies and experiments. Darryl also has a site called Rank Study.

SEO Advice From A Yahoo Insider

This from Darryl regarding the first question about advertising on AdWords and the possibility of penalties from other search engines as a result:

As an employee at Yahoo I can tell you that advertising on Google will in no way affect your rankings in Yahoo… that’s completely inaccurate. Why would we reduce our quality by dropping relevant sites and advertisers?

This regarding aged domains:

Regarding the aging domain. This is information that is available from the latest Google patent. And yes domain aging is becoming a solid way of determining a sites long term value and quality score. It is just one of many (100+ factors), but it’s becoming more important nowadays.

Top 16 SEO Tips

Here are some tips from Darryl, followed by my own opinion and feedback.

1) Register your domains for 2-5 years, not 1 year

I’ve read this absolutely everywhere from every SEO expert I find, including me! I don’t know when I first heard about it, but it makes complete sense and if you want to know why buy my upcoming e-book on SEO for blogs. Early last year for some of the domains I have really committed projects behind, I renewed for multiple years – 5 years or more. This is also a good thing so you don’t lose a domain because you never received the renewal email.

2) Avoid buying domains with multiple dashes

I’m not entirely sure how many multiple dashes is bad, but obviously something like www.make-money-online-with-at-home-business-opportunities.com reeks of spam.

Generally I try and find domains that have both the dashed and non-dashed version and will buy both. For example I purchased BlogTrafficSchool.com and Blog-Traffic-School.com and there are arguments for promoting either domain as the actual site (that’s another article topic). I feel best knowing I have both so I don’t risk losing any type-in traffic or any possible keyword or SEO advantages. Just be careful you don’t head towards the five or more dashes domain names.

3) Do begin to obtain RELEVANT links from high authority pages and directories as soon as possible for both new and old sites

This is the golden rule and the key to building search engine authority, however it’s also the hardest part of SEO for many people. I think it’s especially important to note the word relevant is highlighted, which means you should look to attract links from sites within your neighbourhood of topics. Theme relevance is very important, as is the quality, age and spread of links you attract.

4) Beware who you link out to and do not participate in link exchanges with non-related content sites

I flat out refuse link exchanges nowadays and recommend the same to people who ask me to swap links. It’s a dated process. Yes perhaps for a brand new site a few link exchanges with theme-related sites will get you going, but I believe it’s a waste of energy. Spend your time forming relationships and writing content instead.

Be careful what sites you send links to as well. I can’t prove this, but it make sense to me if your site is seen sending a lot of links to sites that are prime candidates for search engine penalties (for whatever reasons), you might suck up some of the penalty too. This is especially important for you bloggers selling text links – I make this mistake myself – check every site that buys a link from your blog to see what you are endorsing.

5) Have a plan in place to update your site regularly with new content and shuffle featured content (e.g. homepage features) regularly. This will encourage more search engine spider activity and faster updates of your site.

I love this advice because it explains why blogs rock at SEO. It also explains why my blog content appears in Google results within a few days after publishing.

The idea here is that your homepage is different each time the search engine spider visits, prompting it to visit more often. This sends all the right signals to the search engines and makes a lot of common sense too – since the search engines want to deliver the best AND freshest content for each keyword search. If you are not consistently delivering fresh content then the search engines won’t flag your site as an authority.

6) Do use Yahoo Site Explorer (beta) to monitor your site to see how many pages are indexed and to analyze the links to your site (and your competition)

Yahoo Site Explorer recently got a whole lot cooler. Most people I speak to say they look to Yahoo as the most accurate representation of public backlink counts. If you are not clued in to why you should care about your backlinks start by reading why backlinks are important and my somewhat dated backlink FAQ.

Knowing how many pages are indexed is another important stat you can retrieve from Yahoo Site Explorer. This data indicates how good your site’s internal structure is and whether your site is crawled extensively. I believe the key for deep indexing (your goal) is regularly updated content AND content that is well structured – i.e. interlinked in a logical manner. If you use a WordPress blog, the job is half done for you, the other half is your responsibility – publishing regular content.

7) Do write unique quality articles and submit them to article directories

My own experience with article directories has been discussed already on this blog and was included in a free PDF published by Brian Clark. Personally I am not a big fan of this method of marketing for links because it takes significant work for often poor rewards. But that’s just my experience. Plenty of other people report back great results.

8 ) Do use press releases and submit the to places like prweb.com

My take on this is just like article marketing. You can “strike it rich” and score huge publicity and links via PR sites like PRWeb.com, but it can easily fizzle as well. The best strategy is to have a strategy and work at it for the long term with a clear message to market.

9) Do not buy ROS (run of site links) if you want to rank well on Google, particularly on a new site. (A ROS link is a link that is placed on every page of a site, like in a footer or navigation bar)

Just recently I had two people tell me that they believe – in fact are almost certain – that due to recent changes at Google their site rankings were penalized because they purchased ROS links from a text brokering service. Alborz Fallah, a mate of mine in Brisbane, noted that after informing Google that he had removed site wide purchased links that were pointing to his car blog, the penalty affecting his site was removed. You can read his story for more details.

It’s well reported that Google is attempting to crack down on links purchased purely for SEO benefits (links purchased for direct traffic is okay). A site wide link is a good indication to Google of the wrong motivation, however it’s not 100% proof, because for example many people have a blogroll that carries site wide links that are not there necessarily for any other reason than as a recommendation of good blogs. In general stay clear of buying site wide links across many sites all at once and if link buying is a strategy you intend to use for SEO, focus on in-content links or homepage only links.

10) Build your links and submit to directories gradually. Mix up the anchor text of your incoming links with your top 5 or 6 keyword phrases and category keyword phrases.

This first part of this advice about directories is okay for new sites and in particular non-blog sites that might otherwise have trouble building links. I consider directory submission one of the weakest link building methods around though, and rarely submit my blogs to directories.

The second part of the advice regarding mixing up keywords is a very good tip, but something that is difficult to implement if you don’t control how people link to you. As a good example, people often link to this blog with my name, which really doesn’t tell the search engines anything other than this is my blog. If you are buying links or article marketing or submitting content to other bloggers and you have control over what anchor text is use, try and mix it up as often as you can, but keep it natural too – don’t force keywords in for the sake of search engines.

11) Standard onpage SEO is enough (title tags with keywords, h1 for heading, static url, proper internal link structure, sitemap, deep content, article content focusing on the search tail and funnel pagerank back up to category pages).

Wow, there’s a lot of advice there and some of it might be over the top of your head if you have not studied SEO before. If that’s you, go read my intro to SEO series here – The 80/20 Of Search Engine Marketing.

Most of the items mentioned in this tip relate to your internal site structure. I don’t 100% agree that you only need to worry about your internal elements. I think you have to take steps to increase site authority by attracting organic link growth as well. However since you have complete control over your internal structure you have no excuse for not getting this part right.

One of the key tips listed is about the Long Tail. It’s very possible to attain top rankings in long tail keyword searches with minimal effort by focusing on your internal structure and content. You may not receive mountains of traffic, but it will be very focused. This blog you are reading now takes full advantage of the long tail and dominates many Internet business and marketing related terms because of the keywords I use and topics I write about.

If you haven’t come to grips yet with basic SEO elements like titles, headings, pagerank, keywords and how it all goes together to generate top search rankings, I suggest you start studying. Read my article archives as a good place to start.

12) Avoid search engine forums and areas where kids and beginners with no experience spread bogus rumors.

I’ve learnt a lot from forums. One of the first articles I ever read about SEO that really helped me was in a forum. However as Darryl is suggesting, be wary of what you read and don’t assume anything as the absolute truth. Test something yourself before you really believe it or at the very least review the credentials of the people you are following and see if they have proof by looking at their sites and reputation in the SEO industry.

Two of my favorite SEO forums are:

13) Do read Matt Cutt’s blog, threadwatch.org, Pandia, Search Engine Watch, Search Engine Land (new), and other top expert sites for additional information.

There’s a list of some of the top sites and blogs with SEO related information. If you really intend to be the SEO person in your organization or small business, then these sites are like your news portals. You will get the latest stories and events from the search engine marketing world by visiting these sites each day.

I have to confess that I do not spend too much time at sites like these. I’m more interested in monitoring my own search results than reading about what’s going in the industry. The things that I need to know generally filter down to me eventually once I go looking for answers to specific problems. In a world full of too much information I prefer to focus on finding answers to my specific problems, but if SEO is your thing then you need to follow these sites to make sure you know what you are talking about.

14) do invest in the right professional tools for seo and avoid the spam *tool of the day*

I’ve said it before – don’t be afraid to spend money on information products from credible experts who have achieved what you want to achieve. They are the best to teach you how to do what they do and will provide you with a concise, book sized and structured collection of only the information you need to know. Just be absolutely certain you are in a position to action the information you collect and it solves your immediate problems.

The second point about avoiding tools of the day is a good one. Avoid the hype – when it comes to SEO there are a few fundamentals you need to know and test for yourself, and that’s it. The only area where I would even considering investing in a tool is to help with keyword research, something like SEO Elite or WordTracker.

15) Avoid auto-page generators at all costs. They leave footprints and are a waste of time.

I was once asked if would consider using a blackhat SEO tool if meant a serious increase in traffic to my business BetterEdit with no risk of penalties to my site – the worse that could happen was the traffic coming in from the blackhat technique stopping. The technique in question was cloaked pages created automatically with software.

My initial response was no way, based on a moral knee-jerk reaction, but the more I thought about it the more I was tempted. Why not take advantage of a loophole in Google while the loophole exists? I decided against it because it didn’t feel right and I believe this sort of thing can come back to haunt you in ways you don’t realize.

I’d rather work in ways that are in unison with Google policies. I think the rewards long term are more stable and difficult to compete away if you use your head to simply be a better player at the white hat SEO game. Don’t fight the hand that feeds you, just make sure it feeds you first and gives you largest share.

16) Do have a long term SEO and content plan. Long term unique valuable content will always beat out spam in the long run.

Can you honestly say right now you have a plan regarding what keywords you want to rank for and how you intend to leverage content to target those keywords? Guess what – I don’t either!

Well, that’s not entirely true. In my case I’m confident of my blog’s authority and know that if I want to target a certain phrase I just need to produce some content focused on that. Most people reading this are not in the same situation.

Your blog probably doesn’t have a lot of authority yet, but at least you are blogging so you are on your way as long as you keep focusing on content output in your niche. If you are a small business owner with a static site, you have the the most work to do since it’s going to be very hard to increase your search rankings without dynamic content published regularly.

The advice here is to realize the potential that targeted search traffic represents and then strategically go after it. Don’t expect results quickly, but once you are established rest comfortably knowing that as long as you focus on your niche area you can dominate search rankings just by leveraging well structured content, slowly but consistently released. In other words – start blogging!

Yaro Starak
Search Engine Optimizer

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65 Comments

  • While I’ve heard these before, thanks for posting it. You get a star in Google Reader =P

    • Really worthy. I got a book saying well about yahoo seo. search “Yahoo seo book by seocorn” to get it

      Thanks

  • Yaro, I just discovered a free press release distribution service yesterday (I have no affiliation with them). It’s called ClickPress.com. They claim that Google and MSN crawl their releases, and I heard about them from a Google news alert, so it certainly seems worth a shot for some free PR. :)

  • Informative and useful post, though some points are well known…

    Wendy…kudos for the discovered site!

    Mystery…

    http://mystic-pandemonium.blogspot.com/

  • I was thinking about tip 9.

    Do you think that lamateporunyogur.net – who designed your WordPress theme – could be penalized for being linked in every page of your site?

    I’m asking ’cause I’ve made some themes too and I not sure about a better way to say that i’ve done the layout work.

  • [...] I was intrigued enough by the Title of an Entrepreneurs-Journey blog post that I had just to click on it from my feed reader, “The Top 16 SEO Tips from a [...]

  • [...] Starak gives us his interpretation on the Top 16 SEO tips from a Yahoo Insider. Basic SEO advice but very useful to have them all on one [...]

  • I am particularly interested in your observation on dashed domain names.I recently launched a few sites. Most of my new domains without dashes are doing great on msn , however dashed domains are on the second page.(I make extremely niche sites , where there is hardly any competition.)

    I don’t want to speculate but i believe search engines could be playing naughty with this !

  • [...] has a nice piece on the Top 16 SEO tips he talked about with Darryl Peddle, a Yahoo! guy. This is a comprehensive list of all the things [...]

  • “Register your domains for 2-5 years, not 1 year”

    So is it 2 or 5? What about 10? Could you be a bit more specific.

    Thanks.

    • The more years the better, I would say. However, according to Matt Cutt domain registrations does not affect SEO. On the other hand, back in 2005 Google patented an application that could find, view and score a website based on domain registration, so it is possible that this is still an important factor.

      I hope I helped!

  • Hi espresso machine diva,

    If you want to make the the most series demonstration to Google and other search engines that you are committed to your site and it’s a real site, not spam, then go the full 10 years.

    This is one of those areas where you can’t prove conclusively, but it intuitively makes sense and Google tends to do things that make sense.

    If you’re not sure you are committed to your domain project then go for 2 years and if you turn out to be serious renew it for the full 10 years.

  • I met Darryl at the conference and I have his Yahoo business card.

    Gavin

  • I have a question about the registering for 2-5 year recommendation. Other than it making sense, do you have any empirical evidence that would indicate it helps your site rank better if you register it for longer 2-5 years?

  • Hi Gary – I don’t have direct correlation empirical evidence for just that one factor since it’s just one of hundreds considerations Google uses in it’s algorithm all at once. I can’t hold all the other variables constant in order to test just the domain name registration duration impact on rank.

    However, it is in one of the Google patents, which pretty much is Google telling us quite publicly that it is true, just don’t ask me to go find the clause in the patent!

  • Dudu – I can’t really say with any confidence either way. I think Google has technology to help determine what links are bought for SEO, and what links are there for other reasons, like linking back to the theme’s designer.

    My intuitive guess is that you won’t get a penalty because Google must see the connection with so many blogs using the same theme all linking back to the same site in the same spot – the footer. That to me should be enough to tell Google that the link wasn’t bought for SEO purposes, but I’m speculating here, so it’s hard to know.

  • [...] “16 SEO tips” are just fool’s gold I stumbled upon these 16 SEO tips on Yaro Starak’s blog yesterday. He reported a forum thread where Darryl Peddle, who claimed [...]

  • Darryl

    Hey there,

    This is Darryl. And its been interesting to see how a singlep ost has generated some interesting conversation.

    So.. i think its a good idea that i provide the context to Yaro’s recent post.

    The post came from an internal forum where a non SEO entrepreneur was concerned that his google adwords campaign would somehow reduce his rank in yahoo…which of course.. is somewhat absurd and rightfully needed to be clarified.

    This person clearly needed some basic SEO guidance and to understand how the search engines function.

    I gave permission to Yaro to use the private post in his blog because the post was (and is) a general guideline on how to build a quality site with both the user and search engines in mind. It is SEO 101 for the new entrepreneur. Plain and simple…. nothing “insiderish” about it .. sorry

    As for specifics, such as domain registration, pr announcements and related tips, again comes down to some common sense and best practices.

    If you throw up a spammy dhased domain registered for one year and put out a free press release with no substance, quality or merit… then expect to receive the same low quality back from users (and engines).

    In the end… you can apply the 16 tips ..and the hundreds of others that great SEOs provide on a frequent basis. The takeaway here… is simply this… if you build something… build it right… and build it in a way that helps your audiience.

  • Hi Darryl,

    Thanks for dropping by and clarifying your opinion.

    The blogosphere tends to be quite…ahh…vocal, so you can always expect the opinion of other people to flood right in after a post like this is made. Everyone has their own angle too so you never know what to expect.

    I for one am pleased this article exists because I know it helps a lot of newbie types.

  • Great post – though I feel it’s hard to get a handle on the whole SEO/link stuff. Though based on this post I did register my domain for the next 5 years.

  • [...] is a boat load of good information in Yaro’s SEO tips article. I’ve Beware who you link out to and do not participate in link exchanges with non-related [...]

  • “Register your domains for 2-5 years, not 1 year”
    Very arguably… as a whole very interesting, thanks…

  • Age of domain name matter – what’s the wrong thing in it. If a company (no matter how bad it looks to new people), it has to have something good for someone. I agree with Yaro and the Yahoo! guys he had found that we all bloggers must register our domains for at least 2-3 years, not 1.

    I’m running my blog for 17 months now, and the results have started to come along. Its on cricket, not many of you will understand but bottom line is – build worthy content and then build some more. Search engines will take care of themselves.

  • i really liked your site. lots of stuff. good for beginners as well as experienced. keep it up.

  • Thank you to let us know Yaro.

    SEO is easy actually, you just need to do what search engine want, avoid black hat method and give good content.

    I agree that older domain perform better in Google.

  • Joe

    I totally agree with blogs being the best platform for a beginner to optimize for the search engines… and your book looks like its gonna be a winner.. are you gonna get some jv’s going?

  • [...] ten on Google for my keywords ‘motivational speaker’. I read over on Yaro’s site here about the importance of outbound links being targeted at your niche. In terms of SEO I know there [...]

  • This article is fantastic! I have referred my readers to this article as a primary resource for SEO Tips on my blog, http://btw73.blogspot.com. Keep up the great work!

  • good article but you need to change the “don’t buy ROS links” to “don’t buy any links”. Buying links for SEO is dangerous to you’re search listings and there is no way to judge ROI. Buy links for the traffic they will give you that might convert to sales and if any SEO benefit comes with it then it’s icing on the cake.

  • Great post! If I can put my 2 cents in, whenever I purchase a domain I always purchase 5 years. I have found this helps me in many ways.

  • black hat seo always back fires on people the results are short termed, its best to do the basics and be patient:)

  • Wow! Thanks so much, there’s stuff in that list I hadn’t even thought about!

  • I don’t think there is any earth shattering news here or anything that hasn’t already been written. I would have added:

    Have a keyword focused Information Architecture.

  • Just some additional thoughts I wanted to suggest on some items you listed.

    #12 – I also like Digital Point’s forum aside from SEOChat and WebmasterWorld, but like what you what you said. There are also tons of Newbies that can be misleading. But I also believe there is good information there but you just have to know when it is good and when it is just hearsay.

    #13 – I’d definitely add there SEOMoz and SERoundtable. And also Aaron Wall’s SEOBook Blog.

    #14 – I invested with WebCEO and Keyword Discovery and they work well for me.

  • yahoo serps results sometimes get me confused but now ater reading your article i get somehow the idea how to optimize for yahoo thanx:)

  • Thanks for all those tips. I read many articles that gave the SEO tips but you seem to summarize all the most important ones. They must be useful for novice website owners as well as for the experienced ones. I read your article with pleasure.

  • Yaro: thank you for taking the time to put this article together. It just goes to show you that we can always learn more even when we think we know a lot. I was curious what you meant by “search tail” though?

  • I totally kicked some serious tail with press releases in the past month. I even had one get over 1000 views in two weeks! Not bad for a $300 outlay!

  • So does a blogroll count as a run of site link? If so, a lot of blogs will be penalised.

    If you follow the logic then to hurt a competitor you could buy a run-of-site link on their behalf and then dob them into Google.

  • Thank you so much for the multi-year tip! it makes total sense and obvious although I wouldn’t think about it on my own… Going to renew future-nine.com for 10 years. Thanks! :)

  • Yaro,

    There’s a lot of great advice in here. Each of the points is still relevant though Google has take a couple different stances on links since Feb07.

    You should write a follow up for 2009

  • I have a suspicion that Google treats site-wide links on blogs very differently to other web sites. My advice is if you need a web site is to use a WordPress platform rather than any other content management system. I’ve found web sites, not blogs, built on WordPress get indexed and ranked very quickly.

  • Excellent tips. I’m going to bookmark this one.

  • Are you guys trying to say that search engines have a way of determining how long a domain will be around? Does that really a proven fact or just a suggestion on a guess. There is a lot of comments regarding this issue but not a clear one in sight. Also may be someone would advise on this wierd incident. One of my sites that i had put up in March was doing pretty well in terms of being a new site and having placement on pages 3 to 5 on certain keywords. At that time ranking in google was 0 and alexa was showing over 5 million. Now I have goggle page rank 1 and alexa rank of 300,000 along with compete ranking site 170,000. But in fact my site is no where to be found, and over time frame of 4 month i was clearly seeing my page position drop from 3-5 to 10-11 then to 15-20 and then it was gone to the last pages of the search, eventually dissapering. Any comments will be appreciated.

  • Even though this article was written a while back, I believe many of the suggestions are still very current today. It all comes down to commonsense. Put yourself in their shoes (the search engines) and think about your actions logically.

  • kam

    hello,
    i am curious as to google’s approach to fresh content.As news is constantly updated,would a nbews widget from someone like BBC or CNN contribute to “fresh content”?Thankyou
    Kam

  • Interesting information. I have to try some things and have a look if i better rank for this keyword.

    Cheers,
    Volksphone!

  • Pretty sure i saw somewhere from a Matt Cutts video that Google only counts your link once even if you’re on ever page of that site.

  • I just build my first site and i tried to apply everything i found on this site. Now I was just wondering if anyone can give me some advise on improving my site form a SEO point of view?

  • Although the article is getting dated now, so much of this is still highly relevant today. Thanks for reinforcing all of these ideas.

  • You are right we have been doing adwords marketing and monitoring our ranking for lots of keywords and we have never seen any benefits from that in direct/indirect relation to organic searches. Again its the same thing about SEO the main thing is link building which is link popularity, how popular is your site? how many other sites know about your site or link to your site is key. However, thats what makes SEO hard figuring out how to get others to link back to you. We have found some success in writing articles, but it was a very long process. On the other hand we have found less effective continous blogging. JUST FYI.

    Again thanks for this article most of the stuff you mentioned still stand.

  • Wao. I always thought that the dashes were something good on the domain… You never know! But it is probably better to but both version. BUT, the dashes is a good option IF the best domain without dashes is taken… right?

  • Wow! Thanks for all the insider tips. It’s nice to be able to come to a blog and get useful information on every posts.

  • nice tips especially for freshers like me and now i’ll try to follow this guidelines.. thanks :)

  • Thank you so much for kindly sharing you advice. I love the tips that you said we need to have a long term SEO plan for both content and links to achieve success with Yahoo.

    Yahoo result page now is very similar to Google SERP, and yahoo is likely favor article, videos and the sites of Yahoo network sites for ranking a site now.

  • Do meta tags still count in Yahoo ?
    I’ve a wordpress blog and I’ve never taken any effort optimizing it for search engines, but it ranks decently in Google while I can’t even find my blog in Yahoo :-(

  • I am new to web designing and it made me more confused when I stumble into this content-management-system thing. I’m planning to update a site that is not designed using JOOMLA and was wondering if I can use Joomla to update it..

  • Thanks for all those tips. I read many articles that gave the SEO tips but you seem to summarize all the most important ones. They must be useful for novice website owners as well as for the experienced ones. I read your article with pleasure. Thanks

  • Albeit an older post. This is still useful information today! I think that the ground rule in SEO is to use your common sense.

  • Like the whole article and it was good to know that dynamic home page is better than static as mine is dynamic.

  • We’re still trained to cross-link blogs, but this article is against it. I’m not sure what the difference is between this and a “Back Link”.

  • I’m still wondering if there are any specific tricks to rank high on Yahoo!

  • hmm…. so no chances for domain under 2 years old?
    and we just wait till 2 years above?
    thanks n this good article

  • There is so much of tutorial on SEO and mostly centres around Google Rankings, I am sure the SEO Methodology cannot be different for different Search Engines. A minor change here and there seems to be ok but I do not feel there could be a overall change system trying to rank for multiple Search Engines. I will appreciate if some one can provide more insight..

  • tin

    About the ROS links. So if sites are getting penalized for those kind of links, then what if u just do that to your competition and drop a bunch of sitewide links on poor ranking sites to hurt their rankings. I think this is quite unfair. Let’s say you don’t do any kind of link schemes, but other sites would try to hurt you by doing this.

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