Yandex SEO vs Google SEO

2

SEO STRATEGIES

2012-10-10 2 (c) Copyright Klikki AB 2010. It is forbidden to copy this report in any manner. For permissions please contact Klikki [email protected].

September 2012 Ekaterina Nikolaeva, SEO Consultant, KliKKi AB [email protected] | +46768707794

mailto:[email protected]

Agenda

Introduction to SEs: age, technology, markets

Audience

Search quality comparison

Search Engine Updates

SEO metrics (PR and INDEX)

Regionality

Onpage SEO

Offpage SEO

Social Media Optimization

Yandex SEO Staregies Key Points


http://www.yandex.ru/ and http://www.google.ru/


Informational portal Search engine

http://www.yandex.ru/

http://www.google.ru/

Introduction

Yandex was presented to public as an Search Engine technology in September 1997

Yandex operates in Russia, Ukraine, Kazakhstan, Belarus, Turkey and Poland

MatrixNet page priority technology


Google goes life in September 1998

Google is the biggest SE, which operates in 49 countries, including Russia

Page Priority rank technology - "PageRank"

http://en.wikipedia.org/wiki/PageRank

Audience

Yandex takes leading position with 61% of the market share

Audience Google is more “advanced” than users of Yandex and Mail.ru.

Yandex and Google.ru equally share traffic for IT-topics (Tech-Blogs, Internet, PC, Website optimization, etc)

When it comes to subjects: entertainment, women's issues, movies, web-shops and so on, then Yandex dominates significantly.


Google 28%

Yandex 61%

Mail.ru 9%

Rambler 1%

Other 2%

Search engine traffic market share in Russia, February 2012 by www.liveinternet.ru

Search Quality Comparison


Search quality is higher in Google.ru! Accordingly to Russian SEO specialists,

Yandex has better search quality for users, that wants to buy something, while Google is better for other non-commercial queries.

Spam level

Navigational search Quotations search

Search Engine Updates


Yandex’s AGS 17 and AGS 30 Google’s Panda and Penguin

• Search Engine’s updates are aiming to improve search quality by lowering rankings of sites/pages with low-quality content, duplicate content, link spam, etc

• There are 2 types of updates: • Reference updates -

registration of new links • Text updates - upload of new

texts into index • Types of updates cannot be

identified in Google, but can be seen in Yandex.

• The slide’s images illustrate largest updates from Yandex and Google.

SEO Metrics - PR and Index

Yandex TIC (thematic index citation)

measures site popularity

calculated as a sum of “weights” of all backlinks, relevancy of links is crucial

calculated on a scale from 0 to 10000

is the same for every page on a website

internal linking doesn’t affect the TIC

often differs from Google PR

Yandex index

re-calculated 2 times a month for static pages and every 10 min for blog posts

differs in number of pages from Google

respects robot.txt restrictions

shows up to 1000 documents/pages

.

Google PR (Page Rank)

measures page popularity

indicates how many and how important incoming links there are to a website

calculated on the scale from 0 – 10

differs for each page of a website

internal linking improves PR

often differs from Yandex TIC

Google Index

is updated constantly

total amount of pages is not clear

often ignores robot txt restriction

often includes different feeds, other irrelevant links


Regionality

Regional SERPs or GEO targeting of Yandex

Yandex focuses on geographic markets, providing local search results in more than 1,400 cities.

It means that SERPs will differ significantly in various regions for GEO-dependent queries (mostly commercial queries)

If the website has regional business, it needs

to be optimized with Regional SEO strategies:

Setting up regional preference in Yandex Webmaster Tools

Registration regional preferences Yandex Catalog

Use regional subdomains – moscow.domen.ru

Use regional domains – domen-moscow.ru

Creation of regional content, etc


Onpage SEO


Important Meta Data

URL structure

Regional domains

Keywords in URLs

h-tags, title tag

meta description, title tag

static>dynamic

doesn’t matter

important

not important

loves likes

Onpage SEO


SERP snippet

Does optimization of one query influences related queries?

Internal links

Importance of a single page

difficult to influence

often comes from meta description

yes no

loves likes

medium high

Onpage SEO


Importance of a whole domain

Length of a page text

Text optimization

Importance of the site age

high

medium

medium

long

doesn’t like over optimized texts

likes slightly over optimized texts

high medium

Onpage SEO


Importance of the “Site Trust”

Link relation to a site rankings

Which anchor texts are important?

Importance of different link donors

high

medium

medium-low

high

variations in optimized anchors

primary optimized anchors

high medium

Onpage SEO


Site wide links

Topic-related link donors

Links location

Regional links

don’t work well

work well

important

not so important

not important, but landing page text relevance is crucial

important 1st link on the page

important regional anchors and

regional link donors

not important

Social Media Optimization

It is not clear how much influence Social Media has when it comes to website rankings, however Yandex prefers followings:

User generated content: forums, comment fields, blogs, etc

Russian Social Media – VK.com,Odnoklassniki.com, Mail.ru

Active SM profiles can form great extra links in the SERP Snippet for branded queries

“Google +” SEO

Google+ is still pretty new thing, but it seems to work towards integration of social signals, which is extracted from Google+ into the search engine rankings

Active SM profiles can be used to dominate the SERP results for Branded queries


Yandex SEO Staregies Key Points

Logner SEO results expectancy

It can take up to 1-2 months to get a new page to the top 10 in ranking, even when the competition is low

Geo targeting and regional SEO

Links – topical relevance and from Russian/geo domains

Social Media - importance of user generated content and Russian SMO


THANK YOU!

Yandex SEO vs Google SEO

Technology

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