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Differences & Similarities
vs
Internet usage and Online behaviour in Russia, 2014
Population: 143 million
Internet population: 80 million (56%)
Internet usage and Online behaviour in Russia, 2014
Russia Germany France Spain UK
Total
population,
million
143 81.89 65.7 46.2 63.2
Internet users
(% Population) 56% 84% 83% 72% 87%
Time online
(hrs per day) 4.8 3.7 4.1 4 4.1
Time on social
media (hrs per
day)
1.9 1.3 1.7 1.5 1.6
Mobile
subscription
penetration
184% 133% 109% 118% 130%
“We don’t have Wi-Fi not
because we are stingy,
but because we want you
to talk to those who you
come with...”
Russian Search Engines Market Share, August 2015
Yandex Google Search.Mail.ru
Bing Rambler Other
54.0%34.7%
8.6%
2013, search queries in billions
Google: 114.73
Baidu: 14.5
Yahoo: 8.63
Yandex: 5
Yandex = Yet Another Indexer
“Ya / Я” means “I” in Russian
“Yasha” – called by Russians
Search Engine
https://www.google.ru/
Online Portal
https://www.yandex.ru/
Mail
Comparison
ShoppingWeather
News
MoiKrug - social network aimed at establishing business contacts
Yandex.Catalog - directory sites
Yandex.Direct - automated, auction-based system for placement of text-based advertising
Yandex Disk - cloud storage
Yandex.Fotki - free photo hosting
Yandex.Images - search for images on the web, including search BY image itself
Yandex.Mail - email service that offers unlimited storage
Yandex Maps - maps
Yandex.Market - comparison service characteristics of the goods and their prices
Yandex Metrics - a free service designed to measure websites visits and analysis of user behaviour
Yandex.Money - electronic payment service
Yandex.Music - service that facilitates free searching and legal listening to songs, albums and
music tracks collections
Yandex.News - automatic data processing and systematization of the news media of different
sources
Yandex.Panoramas - web service allows viewing of the panorama streets of cities in Russia,
Ukraine, Belarus, Kazakhstan, and Turkey, which is the empowerment of the service Yandex.Maps
Yandex Search - search engine optimization
Yandex.Slovari - service to search for information on sites and encyclopaedic reference content as
well as on the basis of digitized by Yandex dictionaries and reference books
Yandex.Taxi - service to match clients to available taxi cabs in Moscow
Yandex.Terra - geological, geophysical and seismic data processing service
Yandex.Translate - online translator
Yandex.Video - search for movies with the ability to view the majority found clips on the search
results page
Yandex.Zakladki - project for storing custom bookmarks outside a browser (online)
Yandex Products & Services
Audiences in Russia
is widely used by mostly young people and computer professionals.
Many even claim that Google delivers more relevant results on
topics related to IT.
appeals to ordinary people who are the primary audience of search
engines.
address to the audience of big cities – Moscow and St. Petersburg.
Yandex focuses on all regions.
Yandex vs Google: Differences & Similarities
Yandex is better for Russian language search
Search Results for the Russian Word “ЯБЛОКО” (apple) in
Google.ru and Yandex.ru
Search Results for the Russian Word “ЯБЛОКО” (apple) in
Google.ru
Apple «Эппл»
In Russia people don’t necessarily
associate the Russian word ‘apple’
with the brand, the maker of
iPhones/Macs.
What does Yandex have that Google does not have?
Yandex – the only search
engine that offers users the
option to compare its
search engine results for
the same search using
competitor search engines.
Search Engine Updates
SEO Metrics: PR & TIC
Backlinks
• In March 2014, Yandex removed backlinks completely from the ranking algorithm and
reintegrated them a year later. Since then backlinks can, depending on their quality, either
benefit or harm your ranking positions. The underlying algorithm is called “Minusinsk”
(similar to the Google Penguin algorithm).
• One more important thing to remember is while Google.ru might be able to also find your-
site.com backlinks; it is definitely not the same case with Yandex, which even if it finds the
links, the .com sites thus also backlinks have lower authority. What you need is actual links
from Russian pages.
• The Thematic Index Citation (TIC) score defines a website's relevance on a scale of 0-10'000,
based on the quantity and quality of the backlinks (similar to the Google Page Rank).
Index power
• Yandex’s index is slower at crawling new content compared to Google.
• Yandex’s index is re-calculated a few times a month for static pages, and several
times per day for blog posts, whereas Google constantly crawls and indexes
content.
• Yandex also respects rules set up in robots.txt. Creating a sitemap will also help
Yandex index your content quicker.
• Hence, you should be aware that the benefit of your content strategy may take
longer to materialise on Yandex. In addition, Yandex’s index is far smaller than
Google.
• It is estimated that Yandex has just short of 2 billion pages on its index, a
relatively modest figure when compared to Google’s 40 billion.
Keyword density & content
• Like for the other major search engines, content quality is one of the most important
ranking factors for Yandex. Yandex punishes pages with low-quality content and does not
index pages with thin content.
• In Google’s algorithm, backlink strength and relevance is an important ranking factor. In
addition, technical health factors (onsite errors, site speed, etc) and domain trust and
authority are also key ways of measuring authority.
• By contrast, Yandex mainly focuses on keyword density and content uniqueness to
determine rankings.
• Yandex is very fond of content; the quality of content is much more important for Yandex
than for Google.ru.
• Use Unique Texts tool in Yandex.Webmaster!
• In order to rank better in Yandex, pages need to contain substantial amount of text: 300-500
words.
Meta tags
Yandex take into consideration the following meta tags:
• Title tag: title tag needs to be unique for all pages, and contain important for the page
keywords. Generally, Yandex allows slightly longer titles than Google – up to 70
characters – but it’s recommend to keep the title tag at maximum 60 characters so that it
looks good in both Google and Yandex.
• Meta Description: Recommended length for Meta Description is 150-160 characters.
Yandex quite often chooses to generate its own descriptions. Yandex is more likely to
neglect the defined meta descriptions and to show different text from the page instead.
• Meta Keywords: Meta Keywords tag still has some importance for Yandex, although very
minor. It is recommended to fill in Meta Keywords tag with 4-5 keywords that are most
relevant for the page. Yandex has not confirmed ignoring them.
URL structure
• Best practices for URL structure for Yandex are not much different from those for Google:
URLs should be unique for each page, preferably static, and contain important for the
page keywords. Pages with very long URLs might face indexing issues.
Image optimization
• ALT tags should be filled in for all images. Even though the content of ALT tag does not
have significant effect on rankings, it will help the images to rank in Yandex image search,
which can bring additional relevant traffic to the website.
Domain age
• Domain age is a very important factor for Yandex. Some SEOs in Russia even believe that
Yandex applies a so-called “Sandbox” filter to all websites that are younger than one
year, which does not let these sites rank too high.
Sources:
http://www.liveinternet.ru/stat/ru/searches.html
http://www.russiansearchtips.com/2015/08/russian-internet-audience-reaches-80-million-users/
https://en.wikipedia.org/wiki/Yandex
http://www.stateofdigital.com/google-v-yandex-linguistic-test/
http://www.semrush.com/blog/5-advantages-yandex-google-russia/
http://www.slideshare.net/aniessenr/yandex-seo-27238235
http://www.slideshare.net/KliKKi/yandex-seo-vs-google-seo
http://www.matthewwoodward.co.uk/tutorials/russian-seo-yandex/
http://www.searchenginejournal.com/11-things-need-know-yandex-seo/115208/
http://www.amazeemetrics.com/en/blog/search-engine-optimization-for-yandex
http://go-mashmobile.com/marketing/toolkit-marketing/seo-for-yandex-in-9542/
http://www.demnet.eu/key-differences-google-ru-yandex/
http://russiansearchmarketing.com/onsite-optimization-yandex-seo/
http://blog.tamar.com/2014/09/4-seo-differences-between-google-and-yandex/
http://www.jm-emotion.fi/blog-in-english/98-how-to-succeed-on-russian-online-market-tip-1-yandex-or-google
http://askinmask.com/2013/04/what-better-search-engine-yandex-or-google/
http://download.yandex.ru/company/figures/yandex_on_search_in_different_russian_cities.pdf
http://www.liveinternet.ru/stat/ru/searches.html

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Yandex vs Google: Differences & Similarities

  • 2. Internet usage and Online behaviour in Russia, 2014 Population: 143 million Internet population: 80 million (56%)
  • 3. Internet usage and Online behaviour in Russia, 2014 Russia Germany France Spain UK Total population, million 143 81.89 65.7 46.2 63.2 Internet users (% Population) 56% 84% 83% 72% 87% Time online (hrs per day) 4.8 3.7 4.1 4 4.1 Time on social media (hrs per day) 1.9 1.3 1.7 1.5 1.6 Mobile subscription penetration 184% 133% 109% 118% 130%
  • 4. “We don’t have Wi-Fi not because we are stingy, but because we want you to talk to those who you come with...”
  • 5. Russian Search Engines Market Share, August 2015 Yandex Google Search.Mail.ru Bing Rambler Other 54.0%34.7% 8.6%
  • 6. 2013, search queries in billions Google: 114.73 Baidu: 14.5 Yahoo: 8.63 Yandex: 5
  • 7. Yandex = Yet Another Indexer “Ya / Я” means “I” in Russian “Yasha” – called by Russians
  • 9. MoiKrug - social network aimed at establishing business contacts Yandex.Catalog - directory sites Yandex.Direct - automated, auction-based system for placement of text-based advertising Yandex Disk - cloud storage Yandex.Fotki - free photo hosting Yandex.Images - search for images on the web, including search BY image itself Yandex.Mail - email service that offers unlimited storage Yandex Maps - maps Yandex.Market - comparison service characteristics of the goods and their prices Yandex Metrics - a free service designed to measure websites visits and analysis of user behaviour Yandex.Money - electronic payment service Yandex.Music - service that facilitates free searching and legal listening to songs, albums and music tracks collections Yandex.News - automatic data processing and systematization of the news media of different sources Yandex.Panoramas - web service allows viewing of the panorama streets of cities in Russia, Ukraine, Belarus, Kazakhstan, and Turkey, which is the empowerment of the service Yandex.Maps Yandex Search - search engine optimization Yandex.Slovari - service to search for information on sites and encyclopaedic reference content as well as on the basis of digitized by Yandex dictionaries and reference books Yandex.Taxi - service to match clients to available taxi cabs in Moscow Yandex.Terra - geological, geophysical and seismic data processing service Yandex.Translate - online translator Yandex.Video - search for movies with the ability to view the majority found clips on the search results page Yandex.Zakladki - project for storing custom bookmarks outside a browser (online) Yandex Products & Services
  • 10. Audiences in Russia is widely used by mostly young people and computer professionals. Many even claim that Google delivers more relevant results on topics related to IT. appeals to ordinary people who are the primary audience of search engines. address to the audience of big cities – Moscow and St. Petersburg. Yandex focuses on all regions.
  • 12. Yandex is better for Russian language search
  • 13. Search Results for the Russian Word “ЯБЛОКО” (apple) in Google.ru and Yandex.ru
  • 14. Search Results for the Russian Word “ЯБЛОКО” (apple) in Google.ru Apple «Эппл» In Russia people don’t necessarily associate the Russian word ‘apple’ with the brand, the maker of iPhones/Macs.
  • 15. What does Yandex have that Google does not have? Yandex – the only search engine that offers users the option to compare its search engine results for the same search using competitor search engines.
  • 18. Backlinks • In March 2014, Yandex removed backlinks completely from the ranking algorithm and reintegrated them a year later. Since then backlinks can, depending on their quality, either benefit or harm your ranking positions. The underlying algorithm is called “Minusinsk” (similar to the Google Penguin algorithm). • One more important thing to remember is while Google.ru might be able to also find your- site.com backlinks; it is definitely not the same case with Yandex, which even if it finds the links, the .com sites thus also backlinks have lower authority. What you need is actual links from Russian pages. • The Thematic Index Citation (TIC) score defines a website's relevance on a scale of 0-10'000, based on the quantity and quality of the backlinks (similar to the Google Page Rank).
  • 19. Index power • Yandex’s index is slower at crawling new content compared to Google. • Yandex’s index is re-calculated a few times a month for static pages, and several times per day for blog posts, whereas Google constantly crawls and indexes content. • Yandex also respects rules set up in robots.txt. Creating a sitemap will also help Yandex index your content quicker. • Hence, you should be aware that the benefit of your content strategy may take longer to materialise on Yandex. In addition, Yandex’s index is far smaller than Google. • It is estimated that Yandex has just short of 2 billion pages on its index, a relatively modest figure when compared to Google’s 40 billion.
  • 20. Keyword density & content • Like for the other major search engines, content quality is one of the most important ranking factors for Yandex. Yandex punishes pages with low-quality content and does not index pages with thin content. • In Google’s algorithm, backlink strength and relevance is an important ranking factor. In addition, technical health factors (onsite errors, site speed, etc) and domain trust and authority are also key ways of measuring authority. • By contrast, Yandex mainly focuses on keyword density and content uniqueness to determine rankings. • Yandex is very fond of content; the quality of content is much more important for Yandex than for Google.ru. • Use Unique Texts tool in Yandex.Webmaster! • In order to rank better in Yandex, pages need to contain substantial amount of text: 300-500 words.
  • 21. Meta tags Yandex take into consideration the following meta tags: • Title tag: title tag needs to be unique for all pages, and contain important for the page keywords. Generally, Yandex allows slightly longer titles than Google – up to 70 characters – but it’s recommend to keep the title tag at maximum 60 characters so that it looks good in both Google and Yandex. • Meta Description: Recommended length for Meta Description is 150-160 characters. Yandex quite often chooses to generate its own descriptions. Yandex is more likely to neglect the defined meta descriptions and to show different text from the page instead. • Meta Keywords: Meta Keywords tag still has some importance for Yandex, although very minor. It is recommended to fill in Meta Keywords tag with 4-5 keywords that are most relevant for the page. Yandex has not confirmed ignoring them.
  • 22. URL structure • Best practices for URL structure for Yandex are not much different from those for Google: URLs should be unique for each page, preferably static, and contain important for the page keywords. Pages with very long URLs might face indexing issues. Image optimization • ALT tags should be filled in for all images. Even though the content of ALT tag does not have significant effect on rankings, it will help the images to rank in Yandex image search, which can bring additional relevant traffic to the website. Domain age • Domain age is a very important factor for Yandex. Some SEOs in Russia even believe that Yandex applies a so-called “Sandbox” filter to all websites that are younger than one year, which does not let these sites rank too high.
  • 23. Sources: http://www.liveinternet.ru/stat/ru/searches.html http://www.russiansearchtips.com/2015/08/russian-internet-audience-reaches-80-million-users/ https://en.wikipedia.org/wiki/Yandex http://www.stateofdigital.com/google-v-yandex-linguistic-test/ http://www.semrush.com/blog/5-advantages-yandex-google-russia/ http://www.slideshare.net/aniessenr/yandex-seo-27238235 http://www.slideshare.net/KliKKi/yandex-seo-vs-google-seo http://www.matthewwoodward.co.uk/tutorials/russian-seo-yandex/ http://www.searchenginejournal.com/11-things-need-know-yandex-seo/115208/ http://www.amazeemetrics.com/en/blog/search-engine-optimization-for-yandex http://go-mashmobile.com/marketing/toolkit-marketing/seo-for-yandex-in-9542/ http://www.demnet.eu/key-differences-google-ru-yandex/ http://russiansearchmarketing.com/onsite-optimization-yandex-seo/ http://blog.tamar.com/2014/09/4-seo-differences-between-google-and-yandex/ http://www.jm-emotion.fi/blog-in-english/98-how-to-succeed-on-russian-online-market-tip-1-yandex-or-google http://askinmask.com/2013/04/what-better-search-engine-yandex-or-google/ http://download.yandex.ru/company/figures/yandex_on_search_in_different_russian_cities.pdf http://www.liveinternet.ru/stat/ru/searches.html

Editor's Notes

  1. Source: liveinternet.ru (http://www.liveinternet.ru/stat/ru/searches.html)
  2. http://download.yandex.ru/company/figures/yandex_on_search_in_different_russian_cities.pdf