Google likes incoming links, especially links from high-ranking, on-topic pages that include keywords in the link text. Google doesn't like over-optimized, high keyword densities and over use of keywords in headings, etc. like they use to.
Yahoo, on the other hand, looks at on-page factors more, such as keyword density, keywords in headings, etc. That is where the problem comes in.
Of course, they both look at everyting, but keep these two very important points in mind when you are trying to optimize your site.
When you search both Google and Yahoo for a keyword phrase, you will usually find a BIG difference in the Search Engine Results Pages or "Serps" as it is usually called. Serps just means the list of websites that show up when you do a search on any of the search engines.
Back to Yahoo and Google. Here's why the results are different and in a nutshell what you have to do to rank high on each one of them.
Links from other websites are the most important thing to Google. The higher the ranking of the actual page your link is on the better. Remember it is NOT the ranking of the Home page of the site you are getting the link from, but the ranking of the page your link is actually on that counts.
The text in the link to your site is VERY important. It needs to have the keyword phrases you want to rank high for included.
Then the next most important thing to Google is the keywords in your Title tag and then the content on your page. If your content is over-optimized (too many uses of keyword phrases or too many keywords in your headings, etc.), that will hurt your ranking with Google instead of help you.



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