Yandex and the Russian search market
27
© Search Laboratory Ltd 2013. All rights reserved. Leeds T: +44 113 212 1211 London T: +44 207 147 9980 Russian Search Market
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With a larger market share than Google, Yandex dominates the Russian search engine market. In this presentation we look at how to advertise on Yandex and also how to optimise natural rankings on the search engine
Transcript of Yandex and the Russian search market
© Search Laboratory Ltd 2013. All rights reserved.
Leeds T: +44 113 212 1211
London T: +44 207 147 9980
Russian Search Market
Agenda
Russian Market
Yandex
PPC
SEO
Search Lab
Russian Market
Big
In 2012 Russia became the largest internet audience in Europe
19.4 43.0 39.4 52.4 61.4
Millions of unique internet users:
Internet Penetration per Country
Low penetration – high upside!
7,9
9,0
11,8
14,6
2010 2011 2012e 2013e
2%
5%
10%11%
13%
15%
18%18%20%
29%
UK China GermanyFrance US Spain Russia Italy Brazil India
Market Overview
Russian Total Ad Market ($ Bn)
10-13e CAGR: 23%
Online as % of Total Ad Spend
The Russian Ad market is booming
TVRad
ioСМИ
Наруж
ка
Медийная
интрен
ет-рек
лама
Контекстн
ая интр
енет-
реклам
а
Прочие
93.23
8.7
34.422.4
6.3 9.4 2.1
110.8
10.3
3829.7
10.8 16.33.1
131
11.8
40.4 34.315.3
26.5
4.1
Advertising budget dynamics (bln. rub.)
2009 2010 2011
+63%
+18%
Outdoor Media internet advertising
Paid search otherMass media
+15%
+6%+15%
+42% +32
%
Paid Search Growing Fast
Russian Market
Payment methods
– Cash on delivery in lots areas (69%)
– Big cities will have credit cards
Russian Market – Other Facts
Very low percentage of mobile advertisers
Everything has to be in Russian language to work
Different social networks
Yandex
Yandex 60% - Google 26%O
ct-0
4
Jan-
05
Apr
-05
Jul-0
5
Oct
-05
Jan-
06
Apr
-06
Jul-0
6
Oct
-06
Jan-
07
Apr
-07
Jul-0
7
Oct
-07
Jan-
08
Apr
-08
Jul-0
8
Oct
-08
Jan-
09
Apr
-09
Jul-0
9
Oct
-09
Jan-
10
Apr
-10
Jul-1
0
Oct
-10
Jan-
11
Apr
-11
Jul-1
1
Oct
-11
Jan-
12
Apr
-12
Jul-1
2
Oct
-12
0%
10%
20%
30%
40%
50%
60%
70%
Russian Search Traffic Market Share, %
November 2009Launch of MatrixNet
January 2010Mail.ru stops using
Yandexfor search
January 2006• Google opens office in
Russia• Google introduces Russian
language morphology
1998
1997
2000
2002
2004
2002
2004
2006
2001
2005 2008
Search
MapsShoppin
gNews
Payments
Language Understandin
g
1989
2005
1989
Continuous Focus on Innovation
Top for Many Services
Top for Many ServicesNew
s #1-3Mail
#2
Comparison Shopping
#1
Auto #2
Music
Yandex.Money #1
Analytics tool
Jobs
Weather #1
TV listings
Traffic Jams, Maps
#1
Key Investment Highlights
Ukraine Kazakhstan Belarus(2005) (2009) (2010)
Other Markets
15
Google vs Yandex
Quite an aggressive rivalry
Google are the biggest TV advertiser in Russia
Google is set as the default browser on Chrome and can’t be changed
However, Yandex actually link to Google!
PPC
SERPs
4 key things
– Premium placements
– Guaranteed placements
– Dynamic placements
– Contextual banner
Largely What We’re Used to…
Keyword
Ads
Ad extensions
Quality score
Tracking
Remarketing
Display targeting methods
How it Differs from Google
No ad groups
Weird bidding methods
2 different content networks
Different match types
Analytics (“Metrica”) more integrated
Can optimise for bounce rate
RTB
Search retargeting
SEO
How SEO Works
Human website raters hand-pick results– http://www.russiansearchtips.com/2012/05/yandex-the-human-factor/
Each other site is ranked based on similarity to this
Machine learning “MatrixNet” aims to deliver optimal results
Importance of factors will vary depending on prevalence
Personal search
How SEO Works
Actually very similar to Google in terms of what will work
– High quality links
– Great on-page content
– Proper usage of Russian language
– Better ranking of bigger brands
– (Rich) Snippets
– Own version of webmaster tools
How SEO Works
Actually very similar to Google in terms of what will work
– CTR
– Bounce Rate
– Time on Site
– Black hat tactics will be quickly punished
How SEO Works
But not everything is the same…
– Usability
– Appeal of website
• Prices
• Payment options
• Delivery options
• Range of products
How SEO Works
But not everything is the same…
– Trust factors
• Secure payment system
• Russian landline phone number
• Office address with opening hours and directions
• No intrusive advertising
Yandex Islands
Allow processes to take place directly from Yandex
