Post on 06-May-2015
description
Yandex SEOGuide
IntroductionHistory
TipsServices
Linkbuilding
Search Engine Market @ Russia
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
Google vs Yandex (factors)
Yandex GoogleYandex 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
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)
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
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 KingCorrect Meta DataHigh Quality Site: avoid 404, ..
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-doing-
keyword-research-for-yandex/
● Yaca is the Yandex’s directory○ http://yaca.yandex.ru/
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
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
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)
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
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
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...
Good reads and documentation
● http://www.russiansearchtips.com/● Panna Cotta Linkbuilding report● Panna Cotta Operative LB (Italy example)