SEO STRATEGIESSeptember 2012Ekaterina Nikolaeva, SEO Consultant, KliKKi ABekaterina@klikki.net | +467687077942012-10-10   ...
Agenda                                                                                   Introduction to SEs: age, techno...
http://www.yandex.ru/ and http://www.google.ru/              Informational portal                                         ...
Introduction     Yandex was presented to public as an Search                                                        Goog...
Audience                                                                                                                  ...
Search Quality Comparison  Navigational search                                                                    Quotatio...
Search Engine Updates                                                        •     Search Engine’s updates are            ...
SEO Metrics - PR and Index      Yandex TIC (thematic index citation)                                                    ...
Regionality    Regional SERPs or GEO targeting of Yandex  Yandex focuses on geographic markets, providing   local search ...
Onpage SEO             h-tags, title tag                                       Important Meta Data                        ...
Onpage SEO                                                                                                                ...
Onpage SEO              high                                         Importance of a whole domain                         ...
Onpage SEO              high                                         Importance of the “Site Trust”                       ...
Onpage SEO        don’t work well                                                 Site wide links                         ...
Social Media Optimization        It is not clear how much                                                                ...
Yandex SEO Staregies Key Points    Logner SEO results expectancy    It can take up to 1-2 months to get a new page to th...
THANK YOU!
Yandex SEO vs Google SEO
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Yandex SEO vs Google SEO

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Russian Search Engine Optimization strategies

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Yandex SEO vs Google SEO

  1. 1. SEO STRATEGIESSeptember 2012Ekaterina Nikolaeva, SEO Consultant, KliKKi ABekaterina@klikki.net | +467687077942012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 2
  2. 2. Agenda  Introduction to SEs: age, technology, markets  Audience  Search quality comparison  Search Engine Updates  SEO metrics (PR and INDEX)  Regionality  Onpage SEO  Offpage SEO  Social Media Optimization  Yandex SEO Staregies Key Points2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 3
  3. 3. http://www.yandex.ru/ and http://www.google.ru/ Informational portal Search engine2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 4
  4. 4. Introduction  Yandex was presented to public as an Search  Google goes life in September 1998 Engine technology in September 1997  Google is the biggest SE, which operates in 49  Yandex operates in Russia, Ukraine, Kazakhstan, countries, including Russia Belarus, Turkey and Poland  Page Priority rank technology - "PageRank"  MatrixNet page priority technology2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 5
  5. 5. Audience  Yandex takes leading position with 61% of the market share Mail.ru Rambler Other 1% 2%  Audience Google is more 9% Google “advanced” than users of Yandex 28% and Mail.ru.  Yandex and Google.ru equally share traffic for IT-topics (Tech- Yandex Blogs, Internet, PC, Website 61% optimization, etc)  When it comes to subjects: entertainment, womens issues, movies, web-shops and so on, then Yandex dominates significantly.Search engine traffic market share in Russia, February 2012 by www.liveinternet.ru2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 6
  6. 6. Search Quality Comparison Navigational search Quotations search Spam level  Search quality is higher in Google.ru!  Accordingly to Russian SEO specialists, Yandex has better search quality for users, that wants to buy something, while Google is better for other non-commercial queries.2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 7
  7. 7. Search Engine Updates • Search Engine’s updates are aiming to improve search quality by lowering rankings of sites/pages with low-quality content, duplicate content, link spam, etc • There are 2 types of updates: • Reference updates - registration of new links Yandex’s AGS 17 and AGS 30 Google’s Panda and Penguin • Text updates - upload of new texts into index • Types of updates cannot be identified in Google, but can be seen in Yandex. • The slide’s images illustrate largest updates from Yandex and Google.2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 8
  8. 8. SEO Metrics - PR and Index  Yandex TIC (thematic index citation)  Google PR (Page Rank)  measures site popularity  measures page popularity  calculated as a sum of “weights” of all backlinks,  indicates how many and how important incoming relevancy of links is crucial links there are to a website  calculated on a scale from 0 to 10000  calculated on the scale from 0 – 10  is the same for every page on a website  differs for each page of a website  internal linking doesn’t affect the TIC  internal linking improves PR  often differs from Google PR  often differs from Yandex TIC  Yandex index  re-calculated 2 times a month for static pages and  Google Index every 10 min for blog posts  is updated constantly  differs in number of pages from Google  total amount of pages is not clear  respects robot.txt restrictions  often ignores robot txt restriction  shows up to 1000 documents/pages  often includes different feeds, other irrelevant links2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 9
  9. 9. Regionality Regional SERPs or GEO targeting of Yandex  Yandex focuses on geographic markets, providing local search results in more than 1,400 cities.  It means that SERPs will differ significantly in various regions for GEO-dependent queries (mostly commercial queries)  If the website has regional business, it needs to be optimized with Regional SEO strategies:  Setting up regional preference in Yandex Webmaster Tools  Registration regional preferences Yandex Catalog  Use regional subdomains – moscow.domen.ru  Use regional domains – domen-moscow.ru  Creation of regional content, etc2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 10
  10. 10. Onpage SEO h-tags, title tag Important Meta Data meta description, title tag static>dynamic URL structure doesn’t matter important Regional domains not important loves Keywords in URLs likes2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 11
  11. 11. Onpage SEO often comes from difficult to influence SERP snippet meta description yes Does optimization of one query influences related queries? no likes Internal links loves medium Importance of a single page high2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 12
  12. 12. Onpage SEO high Importance of a whole domain medium medium Length of a page text long doesn’t like likes slightly over optimized texts Text optimization over optimized texts high Importance of the site age medium2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 13
  13. 13. Onpage SEO high Importance of the “Site Trust” medium medium-low Link relation to a site rankings high variations in primary Which anchor texts are important? optimized anchors optimized anchors high Importance of different link donors medium2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 14
  14. 14. Onpage SEO don’t work well Site wide links work well important Topic-related link donors not so important not important, but important 1st link landing page text Links location on the page relevance is crucial important regional not important Regional links anchors and regional link donors2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 15
  15. 15. Social Media Optimization  It is not clear how much  “Google +” SEO influence Social Media has  Google+ is still pretty new when it comes to website thing, but it seems to work rankings, however Yandex towards integration of prefers followings: social signals, which is  User generated content: extracted from Google+ forums, comment fields, into the search engine blogs, etc rankings  Russian Social Media –  Active SM profiles can be VK.com,Odnoklassniki.com, used to dominate the SERP Mail.ru results for Branded queries  Active SM profiles can form great extra links in the SERP Snippet for branded queries2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 16
  16. 16. Yandex SEO Staregies Key Points  Logner SEO results expectancy  It can take up to 1-2 months to get a new page to the top 10 in ranking, even when the competition is low  Geo targeting and regional SEO  Links – topical relevance and from Russian/geo domains  Social Media - importance of user generated content and Russian SMO2012-10-10 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki info@klikki.com. 17
  17. 17. THANK YOU!

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