Let’s analyze: Yahoo has been actively engaged in the search game for over decades now. It definitely scores over MSN but it is certainly not as effective as Google- especially when it comes to deciding whether a link is a natural citation or not. Incidentally, irrelevant reciprocal links work well in Yahoo! MSN Search It is fairly new to the search arena. It is not really good at determining whether a link is artificial or natural. Since they are not good at link analysis, they naturally emphasize on page content. Commercial results are biased- blame it on their bad relevancy algorithms. Like Yahoo, irrelevant reciprocal links work great in MSN search. Google Google needs no introduction. It has been involved in the search game for a really long time. It undoubtedly rules the roost! It is way better than Yahoo and MSN in every way. It can easily determine if a link is natural or artificial. Google has phenomenal duplicate content filters that easily identify pages with same content. If a particular page concentrates on a term, Google may remove the document out for that term. Irrelevant reciprocal links are usually ineffective when it comes to Google.