Yandex SEO
Guide
Introduction
History
Tips
Services
Linkbuilding
Search Engine Market @ Russia
Google vs Yandex
- Same date of launch
- Cyrilic
- Matrixnet 2009 vs Panda 2011
- Personal evaluators
- Custom algorithms
...
Google vs Yandex (factors)
Yandex

Google

Yandex TIC (thematic index citation) 0-270.000

Google PageRank 1-10

measures ...
Search engine updates
● Made to improve the quality of SERPs
○ Content quality
○ Duplicate content, spinning, bounce rate
...
ON-Site Factors (Yandex)
● Title tags
● Meta descriptions (difficult to influence rich
snippets)
● H-Tags to structure tex...
ON-Site Factors (Yandex)
●
●
●
●
●
●

Domain > Single pages
Likes internal linking
Length of landing pages > 500
Doesn’t l...
Yandex suite for webmasters
● Report a new site:
○

http://webmaster.yandex.ru/addurl.xml?lang=en

● Webmaster Tools for Y...
Usability
Yandex announced that “site usability” affects the
website ranking. Good quality website must be user
friendly a...
Social Media
It’s not clear how much affects Social Media to
websites ranking on Yandex, but they like:
● User generated c...
Off-site: LinkBuilding
Act of getting links in other websites to increase the
reputation, visibility (rankings) and author...
Buying links on Yandex
● 90% of the links registered on RuNet are paid links
○ Yandex promised to combat this
○ Practice v...
Linkbuilding best practices on Yandex
● Links from on-topic sites
○ look for topic related blogs / websites
● Links from a...
What affects TIC? (quotation index)
● Number of backlinks of your site
● Trust level of your backlinks (comes with age, go...
Good reads and documentation
● http://www.russiansearchtips.com/
● Panna Cotta Linkbuilding report
● Panna Cotta Operative...
Yandex SEO introduction - Yandex vs Google
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Yandex SEO introduction - Yandex vs Google

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Small introduction to Yandex SEO: history of the search engine, algorithms, linkbuilding. Also includes differences and similarities with Google.

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Yandex SEO introduction - Yandex vs Google

  1. 1. Yandex SEO Guide Introduction History Tips Services Linkbuilding
  2. 2. Search Engine Market @ Russia
  3. 3. Google vs Yandex - Same date of launch - Cyrilic - Matrixnet 2009 vs Panda 2011 - Personal evaluators - Custom algorithms - SERP changes - Not only a SE - wordstat - webmasters - yaca - informational portal
  4. 4. Google vs Yandex (factors) Yandex Google Yandex TIC (thematic index citation) 0-270.000 Google PageRank 1-10 measures SITE popularity measures PAGE popularity it’s the same for the whole domain each page has different PR internal linking doesn’t affect TIC internal linking affects PR indexation indexation every 2 months (except dynamic content) updated constantly respects robots.txt often ignores robots.txt
  5. 5. Search engine updates ● Made to improve the quality of SERPs ○ Content quality ○ Duplicate content, spinning, bounce rate ○ Link spamming, anchors, kw stuffing ● ● Penalties & Rankings ○ Panda (content) ○ Penguin (links) ○ Yandex AGS 30 (content) ○ Yandex AGS 17 (links)
  6. 6. ON-Site Factors (Yandex) ● Title tags ● Meta descriptions (difficult to influence rich snippets) ● H-Tags to structure text (H1, H2, H3..) ● URL Structure ○ static ○ keywords on URL ● Regional domains (.ru > .com) ● Site age instead domain age ● Unique and quality content ● Keyword usage (variation) ○ semantic ○ synonyms and related kws ○ grammar
  7. 7. ON-Site Factors (Yandex) ● ● ● ● ● ● Domain > Single pages Likes internal linking Length of landing pages > 500 Doesn’t like over-optimized pages Site trust very important Meta Keywords Resume: Content is King Correct Meta Data High Quality Site: avoid 404, ..
  8. 8. Yandex suite for webmasters ● Report a new site: ○ http://webmaster.yandex.ru/addurl.xml?lang=en ● Webmaster Tools for Yandex ○ http://webmaster.yandex.com/?tab=1 ● Link social media profiles on Spravochnik ○ display icons on SERP -> increase CTR% ○ http://sprav.yandex.ru/ ● Wordstat for keyword research ○ ○ ○ http://wordstat.yandex.ru/ great tutorial: http://www.russiansearchtips.com/2013/09/tip-of-the-day-save-time-when-doingkeyword-research-for-yandex/ ● Yaca is the Yandex’s directory ○ http://yaca.yandex.ru/
  9. 9. Usability Yandex announced that “site usability” affects the website ranking. Good quality website must be user friendly and have the following criteria: ● ● ● ● ● ● ● Good navigation Clear structure Good interface Good content As less advertisement as possible Proper contact details Valid HTML code
  10. 10. Social Media It’s not clear how much affects Social Media to websites ranking on Yandex, but they like: ● User generated content ○ forums ○ comment fields ○ blogs ● Russian Social Media ○ VK.com ○ Odnoklassniki.com ○ Mail.ru ● Active SM Profiles
  11. 11. Off-site: LinkBuilding Act of getting links in other websites to increase the reputation, visibility (rankings) and authority from a domain. ● Getting links ○ blogs ○ guest posting ○ using SAPE.ru (http://www.sape.ru)
  12. 12. Buying links on Yandex ● 90% of the links registered on RuNet are paid links ○ Yandex promised to combat this ○ Practice very ingrained on Russia ■ Hard to handle ● Most of the russian sites have a black hat profile ○ unnatural / fast link growth ○ Site-wide links ○ Link spam (link farms, low q. directories, …) ● SAPE can be interesting but taking care about the sites where we are placing the links
  13. 13. Linkbuilding best practices on Yandex ● Links from on-topic sites ○ look for topic related blogs / websites ● Links from authority websites ○ useful metrics: index & TIC ○ use the Yandex toolbar ○ ○ http://element.yandex.ru/chrome/ or http://element.yandex.ru/firefox/ ● Links from Russia domains ○ For now, Yandex ignore foreign domains
  14. 14. What affects TIC? (quotation index) ● Number of backlinks of your site ● Trust level of your backlinks (comes with age, good directories listings, backlinks etc.) ● Relevancy of your backlinks ● Quotation index of backlinks ● Quality of content ● Number of internal links ● Patterns of link building ● Patterns of linking to external sources ● Geographic location of backlinks ● Date of registration in the Yandex directory ○ 150-1000 TIC for private sites ○ 1000-10.000 Newspapers, TVs...
  15. 15. Good reads and documentation ● http://www.russiansearchtips.com/ ● Panna Cotta Linkbuilding report ● Panna Cotta Operative LB (Italy example)

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