That’s right, yet another wonderful search engine algorithm update and this time courtesy of Yahoo.  Back in November 2008 Yahoo released a statement “We’ll be rolling out some changes to our crawling, indexing and ranking algorithms…” and so the wait began. 

I can confidently say that these Yahoo algorithm updates and changes to the search index are now in place (or at least starting) for 2009.  I have been doing a few searches on Yahoo and the Search Engine Results Page (SERP) has been a little eye catching.  In case Yahoo forgot to tell you… Happy New Year, hope you like the algorithm changes!

I am still performing some testing on this algorithm update that Yahoo so kindly delivered for the New Year so stay tuned for more updates.  What I can tell you is that the Yahoo algorithm has placed quite a bit more emphasis on two things:

1 – URL Name
2 – Singular and Plural word phrases

Prior to this Yahoo algorithm update the name of URL carried some significant weight in the SERP as does Google.  In regards to this most recent Yahoo algorithm and page ranking update, the majority of results in the SERP for a more generalized terms such as ‘chicago hotels’ shows that nine out of the ten organic results has the two words ‘chicago’ and ‘hotel’ in the destination URL. 

Prior to this Yahoo algorithm and page ranking update there was more of a mix in URL destinations in the SERP meaning that not every result had the exact words in the URL as queried.  What this means is that the emphasis that the Yahoo algorithms place on URL naming has been increased quite significantly.

In terms of the Yahoo algorithm differentiating between a singular and plural word, I have also noticed some hefty changes.  Using the same phrase example as above (Chicago hotel), I counted four results within the first three pages that had the word ‘hotel’ (singular) in the title tag.  When I performed the same count on the plural word ‘hotels’ I counted three times in the first three pages of the singular ‘hotel’ using the plural search.

What this means is that Yahoo is not placing a more universal twist on singular and plural words.  Prior to this Yahoo algorithm and page rank update we saw a more cut and dry results from the query as compared to the title tags in the SERP.  To see exactly what Im talking about, simply perform a search for Chicago hotel and Chicago hotels in Google.  When you do so, you will notice that when you search for the singular phrase, Google gives you what you want.  Unlike Yahoo who is now providing you with results you did not request.

As an experienced SEO I fully understand the emphasis on using singular and plural phrases.  However, the newest Yahoo algorithm change for 2009 has placed a slight twist on optimization.  If you want to optimize for Yahoo, I would now say you focus on plural phrases; one, because you will increase your odds in ranking for the singular version and two, because the Yahoo algorithm is now placing much more emphasis on the plural version of the word in the and make the appropriate page ranking changes.

Depending on your current optimization, this Yahoo algorithm and page ranking update may have a large impact on your organic traffic.  If you currently receive ample levels of traffic from Yahoo, you may want to adjust your strategy (ie: url naming and use of singular and plural).  Now, if the bulk of your traffic derives from Google, then I would not be worried about the Yahoo algorithm and page ranking update, take your time and enjoy the ride courtesy of the Yahoo algorithms.

- Robert Greco

How do you think this Yahoo algorithm and page ranking update will change your site performance?