Search Engine Specialization: How Important Is It for Your Overall SEO Efforts?

Search Engine Specialization is another one of those terms that is used often by SEO/SEM agencies. SES is the process of optimizing various pages for different search engines. Let’s see an example here. Imagine you are American express, and based on a research that you have done you see much higher conversions rates on Yahoo for consumer credit cards and not business credit cards. If your conversion rates are significantly higher on Yahoo than Google, then you may want to optimize your page in accordance to Yahoo! search engine optimization guidelines. For a credit card company, acquisition and not traffic is the most important factor, and it is one of those cases that may make sense to conduct SES for the sake of higher conversion rates. But SES is nothing new. Believe it or not I have seen companies that focus on Yahoo! or MSN specialization to differentiate themselves from their SEO competitors. While SES is an interesting concept, if you haven’t done any SEO in the past, you may want to hold off on that.