Whether to Optimize for Google Alone or to Mix Efforts?
Every search engine algorithm works differently. They each give different weight to different criteria such as content, meta tags, internal linking, inbound links, age of domain, length of domain registration, and literally dozens of other factors. Within each criteria, there are different standards that the search engines consider when giving weight.
In the end, it can be a big mess trying to make the "perfectly optimized website." Automotive websites have the additional challenges of static content, flash, different vendors providing lead generating tools, and problems inherent to the search engines and their treatment to car dealer websites.
What is an automotive SEO to do? My tactics over the last few months have proven to be very successful:
Google - My Google optimization is based around link building. I find quality, relevant links and build my campaign around those.
Yahoo - My content is based around Yahoo! likes and dislikes. Text, headers, meta tags, and the like are guided by my Yahoo! results. The better the content, the better Yahoo! seems to like the website.
MSN - Nothing. I optmize for MSN because I do what I do with the other two major search engines. I link build for Google, content build with Yahoo!, and MSN seems to fall into place with them.
Ask - Nothing. Somehow, nothing I do gets me anywhere near the results that I get with the other search engines. As much as I would likemy clients to place in Ask, it just isn't worth the changes for a company that controls 6% of the searches (and probably less of the automotive searches).
In the end, a strategy like this works best for car dealers. The problem is that most car dealers do not do what it takes to folow these guidelines, or more likely, their website providers haven't a clue.
