Yandex is the most popular search engine ever. With its market share is around 62% It is a power in Poland, Ukraine, Kazakhstan, Belarus and Turkey. Google is still a power in Russia, but if you advertise or sell in Russia you should first optimize for Yandex, then for Google.
Yandex has many requirements that differ from other search engines. This aspect makes Yandex one of the most popular search engines with which to optimize because it is different than the material from which the SEO professionals tend to work every day.
Here are the 11 aspects to consider before diving into SEO with Yandex:
1_ The business market Russian
If you work in a non-Russian territory, probably not very often you will be required to optimize for Yandex. This is because in Russia there are many SEO specialist agencies on Yandex and most Russian companies do not work outside Russia. There's a good chance you can end your career without ever having to optimize for Yandex, as long as you do not you deal with the Russian market, or main neighboring countries.
2_ MatrixNet & Tematic Index Citation Score
MatrixNet is the priority of pages algorithm (simile a PageRank). MatrixNet measures the popularity of the site and adds the importance of backlinks to determine a score (Thematic Index Citation o TIC). Rather than go 0 a 10, the score goes from 0 a 10.000. The ICT score, also, It is the same for all pages of the site, It is not calculated for each single page. A TIC score quantifies the relevance of a content included in the SERP to help users determine the quality and credibility of the content itself. A plugin called Yandex Elements it can be helpful to find the ICT score of sites with a higher score 10. The score ICTs are also influenced by the rationality of the content and inbound links.
3_ Indexing Yandex
The Yandex index is recalculated several times a month for static pages, and several times a day for blog post, just like Google that searches and indexes the content continuously. Yandex respect the rules set in the robots.txt. Create a sitemap to help Yandex index your site faster.
4_ The geo-target
The local SEO for Yandex is highly targeted to the metropolitan area of a user. The local search results are delivered to users in more than 1.400 city, allowing users to get very different search results depending on where you are in Russia. Naturally, this is true only for geo-specific search queries. For companies with regional business, you need to set regional preferences in Webmaster Tools Yandex, preferences to add to the catalog Yandex and use regional domains or subdomains, together with specific regional content.
5_ SEO “on-site”
The on-page factors and “what is most important” differ greatly from Google. This is what controls Yandex and what weight to put on each factor:
- Header tags – very important
- Title Tag – very important
- regional Domains – important
- Keywords in URLs – very important
- internal links – unimportant
- Importance of individual pages – less important
- Importance entire domain – very important
- Content Length – less important
- Optimizing the anchor text – Not Important
- Domain Age – very important
- Credibility domain – very important
- Importance of links in diversity – very important
- link inbount “side-wide” – not important
Unlike Google, It is very difficult to influence how your site appears in the SERPs.
7_ Anchor text
Varying much the anchor text of inbound links is very important. This does not mean that you should create a series of links with optimized anchor text, but you should still create natural links and have a certain diversity in the anchor text help.
8_ Indexing AJAX content
The AJAX content can be indexed by Yandex, but it must be encoded in a certain way so that the crawler can run it properly Yandex. If necessary I could supplement Article.
9_ Social media and online communications
Although the impact of social media is not clear to SEO Yandex, in mail dei forum, comments and blog posts seem to help improve SEO performance. Russia also has some social media networks that are not popular outside the country, among which: VK, mail.ru e Odnoklassniki (OK). As with any social media network, creating and promoting your content can lead to inbound links and increase the focus on your brand.
10_ SEO Results
The immediate success and rapid positioning are easy to get into Google, but more so with Yandex. Since indexing Yandex is slower and the algorithm takes much longer to classify a content, you need to focus a lot on the display of the long-term results.
11_ Quality guidelines for Yandex
Just like Google and Bing, Yandex It provides guidelines on the quality of the website that should be followed to improve SEO. Here is a brief overview of what Yandex may want to create a quality site:
- Create interesting and useful content
- Put users in first place, search engines second
- Enter only links to your site that will be useful for users
- Make your site easy to use
- Make sure that the keywords that you target correspond to your site's content and the context is correct for the search query
Just like any other search engine, Yandex has its own guidelines on what to do.
Here is a list of what Yandex considers as black hat tactics:
- Shallow Content, low quality or duplicated
- Sites of doors that redirect users to other domains
- Text automatically generated
- Keyword Stuffing
- Hidden text or links
- excessive advertising
- Linking to other sites to improve their positioning
- agriculture links
- bad Behavior
- Handling of user behavior
- Groups of Web sites from the same webmasters that offer the same products or services used to cannibalize the search results
It looks familiar, right? These are pretty much the same guidelines for webmasters used in most of the major search engines.
In general do SEO for Yandex is not much different from doing so for other search engines. The priorities of the ranking factors are somewhat’ diverse, indexing is not as fast and local SEO differs greatly after all it's still pretty easy to optimize for Yandex.