SlideShare a Scribd company logo
Harnessing the russian digital opportunity   anna milburn - brighton seo
|
Agenda
2
• Market overview
10 need-to-know facts
• What’s next?
Action plan
Market overview
Harnessing the russian digital opportunity   anna milburn - brighton seo
|
Population
143,960,727
5|*http://www.worldometers.info/world-population/russia-population - August 2018, based on the
latest United Nations estimates
Internet population Internet penetration
109,552,842 76.1%
| 6*https://radar.yandex.ru/search?device-
category=1&selected_rows=iHMJ0E%252CvDPqTi%252C8fg2y0%252Ctmkupd%252CMCj1FA
Search engine market
shares by device
68%
26%
4% 2%
Yandex
Google
Mail.ru
Other
51%48%
1%
Google
Yandex
Mail.ru
40%
57%
1% 2%
Google
Yandex
Mail.ru
Other
*https://radar.yandex.ru/search?device-
category=1&selected_rows=iHMJ0E%252CvDPqTi%252C8fg2y0%252Ctmkupd%252CMCj1FA
| 7
Not one, not two…. but eleven time zones
10am in Moscow
7pm in Kamchatka
|
Key takeaway
8
Size
 There is a big audience to reach
when targeting Russia
 There is still room for growth,
especially compared to more mature
markets like Germany and the UK
 You need to think differently than
many other countries – for example,
setting time targeting for paid search
or scheduling social posts
2. Differences
| 10
Moscow St Petersburg
| 11
Internet penetration differs by region
|
Key takeaway
12
Differences
 Very different experiences in big
metropolitan areas vs in the
countryside
 75% users in urban areas – so rural
areas have greatest room for growth
 Depending on your product /
service, will determine if you should
target specific cities vs whole
country
3. Time spent online
|
Internet usage stats
• 85% of Russian internet users
access internet everyday (vs 86%
in the US)
• Average daily time online is
almost 6.5 hours
• 90% of internet users stream
video content – Youtube leads
the way
• 21% of internet users search with
voice commands
• Wifi is free in major cities in public
areas, including the Moscow
underground
14
|
Key takeaway
15
Time spent online
 Don’t assume that Russia lags the
West – they are avid, experienced
internet users
 Ensure you’re optimised for mobile –
and consider specific mobile ads to
target users
 Consider how video can be
incorporated into your strategy
4. It’s dominated by Russian platforms
| 17
|
Key takeaway
18
It’s dominated by local
platforms
 Don’t ignore the local players
 But don’t forget about international
players either
 Understand where your audience
spends time online and spread your
budget and efforts to incorporate
them
5. It has different seasonality
|
Key dates = more searchers
• 14th February – Valentine’s Day
• 23rd February - Men’s Day
• 8th March – Women’s Day
• 12th June – Russia Day
• 5th October – Teacher’s Day
• Christmas is celebrated on 7th
January, with a week-long holiday
20
|
Key takeaway
21
Different seasonality
 Take this seasonality into account
when planning campaigns
 Understand what these celebrations
are about and how you can harness
them to drive sales
6. Russians speak Russian
Around 8% of Russians speak English fluently
|
Key takeaway
24
Russians speak Russian
 English content and campaigns won’t
work
 Translate and localise your content
for the Russian audience
7. Quality matters
|
Understand how the
language works
• Cyrillic alphabet is unique
• Invest in high-quality translation
• Invest in keyword research and
content creation
26
|
CTAs
27
 Direct CTAs like ‘Buy Today’, ‘Don’t
Miss Out’ etc… can have a negative
impact
 Focusing more on the benefits and
features can be more successful or
less hard to sell, such as ‘Contact us’
or ‘Learn more’.
|
Key takeaway
28
Quality matters
 Don’t cut corners
 Research properly and rely on
experts
8. Transliteration will happen
| 30
|
Key takeaway
31
Transliteration will happen
 Take transliteration into account
when setting campaigns or landing
pages
 Or you could miss a lot of traffic!
9. Cross border shopping is big
Two thirds of Russians prefer to purchase
from foreign stores
| 34
|
Why is it so big?
• Lower prices
• More choice
• Access to products not sold in
Russia
• Status / reputation
35
|
Key takeaway
36
Cross border shopping is big
 There is a big opportunity for
international brands to grow
 Make sure you offer what Russian
consumers are looking for
 Provide clear information, especially
on delivery and customer services
on your website
10. Price and deals are key
|
Price and deals are key
• Price is the most important factor
for Russians buying online – 38%
• Russian consumers will use search
to find deals before making a
purchase
• Russian retailers often offer
discounts, deals and loyalty
schemes to attract customers
away from foreign stores
38
|
Key takeaway
39
Price and deals are key
 Another way to tap into the
opportunity
 Research which deals would appeal
to your audience and use them to
attract new customers
 Include offers / promotions in your
marketing
|
10 need-to-know facts
about Russia
40
1. Size
2. It varies
3. Time spent online
4. Dominated by local platforms
5. Different seasonality
6. Russians speak Russian
7. Quality matters
8. Transliteration will happen
9. Cross border shopping is big
10. Price and deals are key
What’s next?
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising efforts (PPC)
 Start your organic efforts (SEO &
social media)
 Create local content
 Start social media advertising
 Set up retargeting campaigns
42|
The starting point
|
Here is your plan of
action!
 Conduct keyword research
44|
| 45
Are Russian people
currently searching for
your products & services?
| 46
Google Keyword PlannerYandex Wordstat
| 47
The findings will determine what sort of
actions you should take in terms of
everything else that follows
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
48|
| 49
Can Russians understand your website?
| 50
The whole website!
| 51
Invest in professional
translation of your
website!
| 52
Is your website localised for Russians?
| 53
Does your site mention:
• How to place an order
• Payment options
• Delivery options
• Suitable currency
| 54
or alternative contact details?
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
55|
| 56
Paid analytics tools
|
It will help you:
 Check the performance of
your landing pages
 Help you understand your
audience
 Make decisions on which
content brings results
 Make decisions on which
design brings results
 Configure your site goals
accordingly
57
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising efforts (PPC)
58|
| 59
Your choice of advertising efforts will depend on which stage
you are targeting:
Brand / product awareness
Interest
Purchase
Loyalty
|
Build trust!
The more Russians see
branded visual ads, the
more it builds trust
which is key for new
brand entering the
market.
60
| 61
Are people searching
for your product /
service?
No
Advertising
network campaigns
Yes
Search campaigns
• Yandex responsive ads
• Google responsive ads
• Banner / video ads
• Yandex text ads
• Yandex search banner
• Google text ads
| 62
Types of targeting
Advertising network
campaigns
Search campaigns
• geolocation
• advanced geolocation
• behavior
• age, gender, income
• interest
• keywords plus…
• geolocation
• time targeting
• device
• age / gender
• marital status, children,
• profession
• CRM data
• 3rd party DMT data
• look-alike
| 63
How to split the search budget in Russia?
60%
40%
Yandex
Google
| 64
How to split the advertising network budget in Russia?
90%
10%
Yandex
Google
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising efforts (PPC)
 Start your organic efforts (SEO &
social media)
65|
| 66
Use your keyword research findings to optimise your website for
organic ranking
Element Importance
Header Tag Very important
Title Tag Very important
Meta Keyword Tag Important
Keywords in URLs Very important
Internal Linking Structure Somewhat important
| 67
Google Search ConsoleYandex Webmaster
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising efforts (PPC)
 Start your organic efforts (SEO &
social media)
 Create local content
68|
|
Creating local content
69
 Help people understand what is
your purpose and your story
 Show the ‘human’ part of your
brand
 Helps you targeting specific
personas
 Improve your organic rankings (if
using your keywords)
 Provides content for social media
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising efforts (PPC)
 Start your organic efforts (SEO &
social media)
 Create local content
 Start social media advertising
70|
|
Social Media in Russia
71
 Youtube can be targeted via Google
ads
 Vkontakte (VK) has many similar
advertising options to Facebook
 Odnoklassniki (OK) is more popular
amongst older users
|
Vkontakte advertising
• Similar options to Facebook
• Left hand side text & image ads
• Community post (sponsored post)
• Community page
72
|
Here is your plan of
action!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising efforts (PPC)
 Start your organic efforts (SEO &
social media)
 Create local content
 Start social media advertising
 Set up retargeting campaigns
73|
|
Retargeting campaigns
74
 Target those that previously visited
your website
 Or completed a specific action on
your site
 Available on Yandex, Google and
Vkontakte (VK)
|
Good luck!
 Conduct keyword research
 Translate & localise your website
 Set up web tracking
 Start your advertising efforts (PPC)
 Start your organic efforts (SEO &
social media)
 Create local content
 Start social media advertising
 Set up retargeting campaigns
75|
Questions?
anna.milburn@webcertain.com
www.webcertain.com
in/webcertain.com
@WebCertain

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Harnessing the russian digital opportunity anna milburn - brighton seo

  • 2. | Agenda 2 • Market overview 10 need-to-know facts • What’s next? Action plan
  • 5. | Population 143,960,727 5|*http://www.worldometers.info/world-population/russia-population - August 2018, based on the latest United Nations estimates Internet population Internet penetration 109,552,842 76.1%
  • 6. | 6*https://radar.yandex.ru/search?device- category=1&selected_rows=iHMJ0E%252CvDPqTi%252C8fg2y0%252Ctmkupd%252CMCj1FA Search engine market shares by device 68% 26% 4% 2% Yandex Google Mail.ru Other 51%48% 1% Google Yandex Mail.ru 40% 57% 1% 2% Google Yandex Mail.ru Other *https://radar.yandex.ru/search?device- category=1&selected_rows=iHMJ0E%252CvDPqTi%252C8fg2y0%252Ctmkupd%252CMCj1FA
  • 7. | 7 Not one, not two…. but eleven time zones 10am in Moscow 7pm in Kamchatka
  • 8. | Key takeaway 8 Size  There is a big audience to reach when targeting Russia  There is still room for growth, especially compared to more mature markets like Germany and the UK  You need to think differently than many other countries – for example, setting time targeting for paid search or scheduling social posts
  • 10. | 10 Moscow St Petersburg
  • 11. | 11 Internet penetration differs by region
  • 12. | Key takeaway 12 Differences  Very different experiences in big metropolitan areas vs in the countryside  75% users in urban areas – so rural areas have greatest room for growth  Depending on your product / service, will determine if you should target specific cities vs whole country
  • 13. 3. Time spent online
  • 14. | Internet usage stats • 85% of Russian internet users access internet everyday (vs 86% in the US) • Average daily time online is almost 6.5 hours • 90% of internet users stream video content – Youtube leads the way • 21% of internet users search with voice commands • Wifi is free in major cities in public areas, including the Moscow underground 14
  • 15. | Key takeaway 15 Time spent online  Don’t assume that Russia lags the West – they are avid, experienced internet users  Ensure you’re optimised for mobile – and consider specific mobile ads to target users  Consider how video can be incorporated into your strategy
  • 16. 4. It’s dominated by Russian platforms
  • 17. | 17
  • 18. | Key takeaway 18 It’s dominated by local platforms  Don’t ignore the local players  But don’t forget about international players either  Understand where your audience spends time online and spread your budget and efforts to incorporate them
  • 19. 5. It has different seasonality
  • 20. | Key dates = more searchers • 14th February – Valentine’s Day • 23rd February - Men’s Day • 8th March – Women’s Day • 12th June – Russia Day • 5th October – Teacher’s Day • Christmas is celebrated on 7th January, with a week-long holiday 20
  • 21. | Key takeaway 21 Different seasonality  Take this seasonality into account when planning campaigns  Understand what these celebrations are about and how you can harness them to drive sales
  • 22. 6. Russians speak Russian
  • 23. Around 8% of Russians speak English fluently
  • 24. | Key takeaway 24 Russians speak Russian  English content and campaigns won’t work  Translate and localise your content for the Russian audience
  • 26. | Understand how the language works • Cyrillic alphabet is unique • Invest in high-quality translation • Invest in keyword research and content creation 26
  • 27. | CTAs 27  Direct CTAs like ‘Buy Today’, ‘Don’t Miss Out’ etc… can have a negative impact  Focusing more on the benefits and features can be more successful or less hard to sell, such as ‘Contact us’ or ‘Learn more’.
  • 28. | Key takeaway 28 Quality matters  Don’t cut corners  Research properly and rely on experts
  • 30. | 30
  • 31. | Key takeaway 31 Transliteration will happen  Take transliteration into account when setting campaigns or landing pages  Or you could miss a lot of traffic!
  • 32. 9. Cross border shopping is big
  • 33. Two thirds of Russians prefer to purchase from foreign stores
  • 34. | 34
  • 35. | Why is it so big? • Lower prices • More choice • Access to products not sold in Russia • Status / reputation 35
  • 36. | Key takeaway 36 Cross border shopping is big  There is a big opportunity for international brands to grow  Make sure you offer what Russian consumers are looking for  Provide clear information, especially on delivery and customer services on your website
  • 37. 10. Price and deals are key
  • 38. | Price and deals are key • Price is the most important factor for Russians buying online – 38% • Russian consumers will use search to find deals before making a purchase • Russian retailers often offer discounts, deals and loyalty schemes to attract customers away from foreign stores 38
  • 39. | Key takeaway 39 Price and deals are key  Another way to tap into the opportunity  Research which deals would appeal to your audience and use them to attract new customers  Include offers / promotions in your marketing
  • 40. | 10 need-to-know facts about Russia 40 1. Size 2. It varies 3. Time spent online 4. Dominated by local platforms 5. Different seasonality 6. Russians speak Russian 7. Quality matters 8. Transliteration will happen 9. Cross border shopping is big 10. Price and deals are key
  • 42. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising  Set up retargeting campaigns 42|
  • 44. | Here is your plan of action!  Conduct keyword research 44|
  • 45. | 45 Are Russian people currently searching for your products & services?
  • 46. | 46 Google Keyword PlannerYandex Wordstat
  • 47. | 47 The findings will determine what sort of actions you should take in terms of everything else that follows
  • 48. | Here is your plan of action!  Conduct keyword research  Translate & localise your website 48|
  • 49. | 49 Can Russians understand your website?
  • 50. | 50 The whole website!
  • 51. | 51 Invest in professional translation of your website!
  • 52. | 52 Is your website localised for Russians?
  • 53. | 53 Does your site mention: • How to place an order • Payment options • Delivery options • Suitable currency
  • 54. | 54 or alternative contact details?
  • 55. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking 55|
  • 57. | It will help you:  Check the performance of your landing pages  Help you understand your audience  Make decisions on which content brings results  Make decisions on which design brings results  Configure your site goals accordingly 57
  • 58. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC) 58|
  • 59. | 59 Your choice of advertising efforts will depend on which stage you are targeting: Brand / product awareness Interest Purchase Loyalty
  • 60. | Build trust! The more Russians see branded visual ads, the more it builds trust which is key for new brand entering the market. 60
  • 61. | 61 Are people searching for your product / service? No Advertising network campaigns Yes Search campaigns • Yandex responsive ads • Google responsive ads • Banner / video ads • Yandex text ads • Yandex search banner • Google text ads
  • 62. | 62 Types of targeting Advertising network campaigns Search campaigns • geolocation • advanced geolocation • behavior • age, gender, income • interest • keywords plus… • geolocation • time targeting • device • age / gender • marital status, children, • profession • CRM data • 3rd party DMT data • look-alike
  • 63. | 63 How to split the search budget in Russia? 60% 40% Yandex Google
  • 64. | 64 How to split the advertising network budget in Russia? 90% 10% Yandex Google
  • 65. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media) 65|
  • 66. | 66 Use your keyword research findings to optimise your website for organic ranking Element Importance Header Tag Very important Title Tag Very important Meta Keyword Tag Important Keywords in URLs Very important Internal Linking Structure Somewhat important
  • 67. | 67 Google Search ConsoleYandex Webmaster
  • 68. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content 68|
  • 69. | Creating local content 69  Help people understand what is your purpose and your story  Show the ‘human’ part of your brand  Helps you targeting specific personas  Improve your organic rankings (if using your keywords)  Provides content for social media
  • 70. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising 70|
  • 71. | Social Media in Russia 71  Youtube can be targeted via Google ads  Vkontakte (VK) has many similar advertising options to Facebook  Odnoklassniki (OK) is more popular amongst older users
  • 72. | Vkontakte advertising • Similar options to Facebook • Left hand side text & image ads • Community post (sponsored post) • Community page 72
  • 73. | Here is your plan of action!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising  Set up retargeting campaigns 73|
  • 74. | Retargeting campaigns 74  Target those that previously visited your website  Or completed a specific action on your site  Available on Yandex, Google and Vkontakte (VK)
  • 75. | Good luck!  Conduct keyword research  Translate & localise your website  Set up web tracking  Start your advertising efforts (PPC)  Start your organic efforts (SEO & social media)  Create local content  Start social media advertising  Set up retargeting campaigns 75|