Don't forget Yahoo!

When it comes to search engine optimisation, businesses planning their marketing campaigns may be inclined to create content that is Google-friendly.

However, although Google makes up some 70 per cent of the total search marketing share, firms should also remember the 20 per cent of all internet queries that go through its competitor Yahoo!, one sector commentator has claimed.

Rebecca Appleton, writing on the online pages of Search Marketing Standard, said that Yahoo! users are spread over a different demographic which makes it an "intriguing prospect for certain types of web properties".

Some parts of the business community and many female web users in particular enjoy Yahoo! as it includes news, entertainment and weather alongside its search facility, she claimed.

In addition, she notes that the site boasts strong conversions which indicates that its traffic is cash-rich and prepared for online consumerism.

Meanwhile, SEO Theory's Michael Martinez has claimed that search engine optimisation in general has a scope that can be fairly easily defined.

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