“Do I need to do SEO for Yahoo! Search separately from Google?” Many people wonder this. The short answer: because Yahoo! Search uses Google’s search algorithm, the basics of SEO are the same as for Google. That said, there are differences in how Yahoo!’s search results look and in its user base, and there are points worth keeping in mind. This article explains the Yahoo SEO mindset alongside the differences from Google.
Yahoo! Search SEO is fundamentally the same as Google
Yahoo! JAPAN’s search engine has used Google’s search technology since 2010. In other words, the algorithm that determines organic rankings on Yahoo! Search runs on the same mechanism as Google. So there is no need to prepare an entirely separate set of tactics for Yahoo SEO—if you do SEO correctly for Google, your Yahoo! Search rankings will generally improve in the same way.
Why does Yahoo! use Google’s search algorithm?
Yahoo! JAPAN once used its own search engine, but adopted Google’s search engine to improve search quality. Through this partnership, both companies’ organic search results are generated by the same algorithm. As a result, when website operators meet Google’s evaluation criteria (such as E-E-A-T and Core Web Vitals), that directly translates into measures for Yahoo! Search as well.
Differences between Yahoo! Search and Google Search
Even though the algorithm is shared, there are differences in how the search engine results page (SERP) looks and in the user experience. To get results with Yahoo SEO, it is important to understand these differences.
Unique content shown on the results page
Yahoo! Search results pages tend to show Yahoo! JAPAN’s own services—such as Yahoo! News, Yahoo! Chiebukuro (Q&A), Shopping, and Real-Time Search—prominently. Because the elements and layout differ from Google Search, click-through rates can vary even at the same ranking.
Differences in the user base
Generally, Yahoo! Search is said to have a certain share of middle-aged and older users and business users, as well as PC use rather than smartphones, compared with Google. For sites whose target audience overlaps with these groups, traffic from Yahoo! can be relatively important.
Differences in listing ads and related services
Even though the organic search algorithm is shared, the delivery system for listing ads is different. Also, registering with Yahoo! JAPAN services such as Yahoo! Place and Yahoo! Shopping can affect visibility on Yahoo! Search.
Points to keep in mind for Yahoo SEO
The basics are the same as SEO for Google, but if you want to be mindful of Yahoo! Search, keep the following in mind.
Create high-quality content that satisfies search intent (ensuring E-E-A-T)
Optimize basic on-page SEO such as titles, headings, and internal links
Improve mobile friendliness and page speed (Core Web Vitals)
Understand the display tendencies of Yahoo!-specific slots such as Yahoo! Chiebukuro and Yahoo! News
For brick-and-mortar businesses, consider registering with related services such as Yahoo! Place
Strengthening visibility with Yahoo!-specific services
In addition to improving organic rankings, using Yahoo! JAPAN services can reinforce your visibility in search results. For example, if answers have accumulated on a related question in Yahoo! Chiebukuro, that page may appear at the top of search results. For a local business, maintaining your Yahoo! Place information improves how you appear in local search. These are measures you can use alongside SEO for Google.
How to check Yahoo! Search rankings
Organic rankings on Yahoo! Search and Google Search are basically similar, but they can vary slightly due to the influence of unique slots. When checking rankings, the basic approach is to use your browser’s incognito mode to avoid the effects of login state and personalization. Search on both Yahoo! and Google in practice, and also check the differences in how they are displayed.
Conclusion
Because Yahoo! Search adopts Google’s algorithm, the foundation of Yahoo SEO is the same as SEO for Google. If you cover high-quality content, on-page SEO, and mobile/page-speed optimization, your Yahoo! Search rankings will improve in the same way. On top of that, understanding Yahoo!’s unique search-result appearance, user base, and related services—and reinforcing your visibility—is the shortcut to getting results on Yahoo! Search.
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