yandex seo vs google seo
DESCRIPTION
Russian Search Engine Optimization strategiesTRANSCRIPT
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
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
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http://www.yandex.ru/ and http://www.google.ru/
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Informational portal Search engine
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
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Google goes life in September 1998
Google is the biggest SE, which operates in 49 countries, including Russia
Page Priority rank technology - "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.
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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
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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
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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
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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
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Onpage SEO
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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
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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
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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
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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
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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
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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
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