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Yandex Overview from SES San Francisco

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  • 1. SES San Francisco
    Search
    August 2011
  • 2. 2
    Get Stare
    Agenda
    • Russian Market & Yandex Overview
    • 3. Paid Search
    • 4. Organic Search
  • Introduction
    Yandex: World-Class Technology & Internet Leader
    #1 Internet Destination
    38 million unique visitors per month
    44% of Russian users’ homepages
    #1 Search Leader
    65% search market share in Russia
    Leading Online Advertising Platform
    180,000+ advertisers
    58% online ad market share
    Largest Russian Internet Business
    $440 million Revenues (2010)
    $217 million Adj. EBITDA (2010)
    3
  • 5. Key Investment Highlights
    Local Champions Can Win in Search
    Yandex
    Baidu
    Naver
    (launched 1997)
    (launched 2001)
    (launched 1999)
    Yandex
    Baidu
    NHN
    1
    2
    3
    SouthKorea
    Russia
    China
    Google
    Others
    Others
    Others
    Google
    Google
    Source: Liveinternet.ru, iResearch, SearchEngineWatch.com, Nielsen KoreanClick
    As of March 2011
    Average market share for 2010
    As of August 2010
    4
  • 6. Key Investment Highlights
    Continuous Focus on Innovation
    Mail
    Payments
    Search
    Maps
    Shopping
    News
    Language Understanding
    1997
    2000
    2002
    2004
    1989
    1998
    2002
    2004
    2006
    2005
    1
    2001
    2005
    2008
    1989
    Source: Company information, Liveinternet.ru, iResearch, SearchEngineWatch.com, comScore
    1. Baidu News Service launch date based on being available as of the date of IPO
    5
  • 7. Financial Review
    Local Focus and Understanding
    Russia/CIS is our “Backyard”
    Locally-relevant Content and Services
    Russia + Ukraine + Kazakhstan + Belarus
    Search Verticals
    Maps/Traffic
    Street Views
    Images
    Videos
    Music
    Goods
    Blogs

    1,400 different territories for Yandex
    Our Ad Campaigns Have a Russian Accent…
    “The monitor does not give consultations.”
    6
  • 8. Key Investment Highlights
    Yandex: The Search Market Leader in Russia
    Search Traffic Share 1
    65%
    58%
    November 2009
    Launch of MatrixNet
    2006
    • Google opens office in Russia
    • 9. Google introduces Russianlanguage morphology
    January 2010
    Mail.ru stops using Yandexfor search
    26%
    22%
    7%
    5%
    5%
    2%
    Source: LiveInternet.ru (March 2011)
    Source: LiveInternet.ru (March 2011)
    1. Search traffic reflects Russian users to Russian websites
    7
  • 10. Key Investment Highlights
    Yandex is Replicating Success in Adjacent Markets
    Share of Search Traffic in Ukraine, Kazakhstan and Belarus 1
    Ukraine
    Kazakhstan
    Belarus
    (2005)
    (2009)
    (2010)
    73%
    64%
    52%
    46%
    48%
    48%
    29%
    26%
    24%
    37%
    40%
    19%
    22%
    20%
    7%
    6%
    3%
    3%
    Source: LiveInternet.ru (March 2011)
    1. Search traffic reflects transitions by respective country’s users to local and Russian sites
    8
  • 11. Leadership in a Fast-Growing Market
    Number of Searches per Month (MM) 1
    2,336
    783
    254
    68
    54
    Sources: LiveInternet.ru (March 2011)
    1. Based on monthly search traffic to Russian websites from Russian IP addresses
    9
  • 12. The Gateway to the Russian Internet
    Russia’s Most Popular Homepage – 44% of All Russian Users
    News
    Mail
    Traffic Jams / Maps
    Comparison Shopping
    Yandex.Money
    10
  • 13. The Most Popular Online Destination in Russia
    Monthly Unique Visitors in Russia (MM)
    Source: comScore (March, 2011)
    11
  • 14. Key Investment Highlights
    Russia: Large and High Growth Internet Market Opportunity
    Growth in Internet Users vs. Penetration
    Total Internet Users (MM)
    Key Developed Markets
    Russia 2014e
    BRIC
    Brazil
    Internet Penetration 2010 (%)
    Russia 2010
    China
    India
    Internet users CAGR 2010-14e (%)
    2010
    2014e
    Source: Euromonitor (January 2011), FOM (March 2011) for Russia
    12
  • 15. Market Overview
    The Russian Advertising Market Is Booming
    Russian Total Ad Market ($ Bn)
    Online as % of Total Ad Spend – 2010
    10-13e CAGR:23%
    Source: ZenithOptimedia (April 2011)
    13
  • 16. Financial Review
    Russia – A Rich Source of Technical Talent
    Education in “Hard” Sciences
    Math & Programming Olympiads
    Yandex School of Data Analysis
    Best Place to Work for Russian Developers
    14
  • 17. 15
    Get Stare
    Agenda
    • Russian Market & Yandex Overview
    • 18. Paid Search
    • 19. Organic Search
  • 16
    4 Things to Remember when you use Yandex
    • Simple auction based bidding; but with some local differences
    • 20. Geographic targeting is important; but you can dip your toes in without it
    • 21. Russian language is very different; localization and translation from English is difficult
    • 22. “Conversion” can be different; make sure you are measuring the right things
  • 17
    Get Stare
    Want to try Yandex?
    • Contact International Business Development team
    • 23. Free translation, training and initial setup
    • 24. Local optimization and campaign feedback
    • 25. Dedicated English speaking Account Manager in Moscow
    • 26. Web based reporting, budgeting, etc. available in English language interface
    • 27. Yandex U.S. entity available for simplified payment, invoicing & contracting
    • 28. Dollars vs. Rubles
    • 29. Post pay billing available
    • 30. U.S. vs. Russian legal jurisdiction
    • 31. European entity planned for late 2011
  • 18
    Get Stare
    Agenda
    • Russian Market & Yandex Overview
    • 32. Paid Search
    • 33. Organic Search
  • 19
    Yandex 101
    SEO for Yandex
    • Organic engine rewritten and launched as MatrixNet in November 2009
    • 34. Most of the “old” advice doesn’t apply anymore
    • 35. Machine learning based; Archetypal sites” chosen as targets by “Assessors”
    • 36. Makes advising on SEO very hard; we don’t even know what the weights are
    • 37. No formal customer support team for SEO’s
    • 38. Very good webmaster tools (available in English)
    • 39. General written guidelines available for how to get included in index
  • 20
    Yandex Webmaster Tools tell you
    • What problems occurred during the indexing process
    • 40. Which pages are included in the search index
    • 41. Who links to your website
    • 42. What searches people make to find your website
    • 43. How to protect your site from viruses
    • 44. How to improve the appearance of your site in the search results
  • 21
    Yandex Webmaster Tools Examples
    CTR by Query
    Click Share by Query
    Links
    Popular Queries
  • 45. 22
    How do I get started on Yandex.Webmaster in 3 easy steps?
    • Register on http://webmaster.yandex.com
    • 46. Verify site ownership (variety of choices - text file, DNS, etc)
    • 47. Go play!
  • Thank You!
    Preston Carey
    Director, Business Development
    preston.carey@yandex.ru
    +1 857.288.8762
    @prestoncarey