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Key Factors for Yandex SEO
The priorities of ranking factors are a
bit different
Indexation isn’t as quick
Local SEO diffe...
Trends in 2015
• In 2015 the amount of powerful link-related factors
in the ranking formula of Yandex became lower
and low...
On-site SEO
• Heading tags – very important
• Title tags – very important
• Regional domains – important
• Keywords in URL...
Yandex Quality Guidelines
• Create interesting and useful content
• Put users first, search engines second
• Only place li...
Common reasons for Yandex
SEO penalties and filters
1. Doorways
• Definition: pages and sites, whose primary purpose is
to...
3. Hidden text
• Definition: invisible or hidden texts containing keywords in order to
manipulate search engine rankings.
...
5. Affiliate sites
• Definition: sites that are created for selling products
and services provided by other sites within t...
7. Simulating user actions
• Definition: artificial simulation of user actions to influence website
rankings.
• It is a we...
Other things to know
about Yandex
Yandex Indexing
• Yandex’s index is re-calculated a few times a month for static pages, ...
AJAX Indexing
• AJAX content is able to be indexed by Yandex, but it
needs to be coded in a certain way for Yandex’s spide...
MatrixNet & Thematic Index
Citation Score
• MatrixNet is Russia’s page priority algorithm (similar to
PageRank). MatrixNet...
Questions?
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Yandex presentation

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Yandex presentation

  1. 1. Key Factors for Yandex SEO The priorities of ranking factors are a bit different Indexation isn’t as quick Local SEO differs greatly
  2. 2. Trends in 2015 • In 2015 the amount of powerful link-related factors in the ranking formula of Yandex became lower and lower • Behavioural factors -30% • Domain age – 25% • Content quality – 25% • Links -20%
  3. 3. On-site SEO • Heading tags – very important • Title tags – very important • Regional domains – important • Keywords in URLs – very important • Internal links – somewhat important • Importance of single pages – somewhat important • Importance of whole domain – very important • Length of content – somewhat important • Anchor text optimization – not important • Domain age – very important • Domain trust – very important • Importance in link diversity – very important
  4. 4. Yandex Quality Guidelines • Create interesting and useful content • Put users first, search engines second • Only place links on your site that will be useful to users • Make your site easy to use • Make sure the keywords you target match your site’s content, and that the context is correct for search queries
  5. 5. Common reasons for Yandex SEO penalties and filters 1. Doorways • Definition: pages and sites, whose primary purpose is to redirect the user to another website, using links or redirects. • Potential penalty: removal from Yandex search results. 2. Cloaking • Definition: pages and sites that serve different content to users and search engine bots in order to manipulate search engine rankings. • Potential penalty: removal from Yandex search results.
  6. 6. 3. Hidden text • Definition: invisible or hidden texts containing keywords in order to manipulate search engine rankings. • Potential penalty: removal from Yandex search results.ъ 4. Low quality content • Definition: sites that contain duplicate content, machine translated content, poorly written content as well as any other type of content that does not create any value for the user. Most often the sites that are affected by this type of filter are created solely for selling links or advertisement placements, however in some cases the penalty can affect real brands / sites that neglected copywriting for too long. • Generally Yandex is very strict when it comes to content quality (much more strict than Google.ru), and not surprisingly, content- relates penalties and filters are the most common when it comes to Yandex SEO. Multiple versions of AGS penalty – penalty against low quality sites – have been introduced during the years. The consequences of the latest versions of AGS can be very harsh, and the recovery process – time-consuming and expensive. • Potential penalty: full or partial removal from Yandex search results, drop in rankings, decrease of TIC (Yandex’s analog of Page Rank).
  7. 7. 5. Affiliate sites • Definition: sites that are created for selling products and services provided by other sites within their affiliate programs. • With exceptions of those few affiliates, who actively work with content, reviews and social media, most affiliate sites have no real value to the user in the eyes of Yandex as they do not produce their own original content and do not provide any additional services. • Potential penalty: full or partial removal from Yandex search results, drop in rankings. 6. Over-optimization • Definition: text with excessive amount of keywords produced to manipulate search engine rankings (in other words, keyword stuffing). • Potential penalty: full or partial removal from Yandex search results, drop in rankings.
  8. 8. 7. Simulating user actions • Definition: artificial simulation of user actions to influence website rankings. • It is a well-known fact that Yandex gives a lot of weight to so-called “behavioral factors“. Behavioral factors, such as, for example, SERP CTR, bounce rate back to the SERPs, average time spent on site etc., are used by Yandex in order to understand how users react and interact with a website. High SERP CTR and low bounce rate back to the SERPs tell Yandex that users find the site interesting, and vice versa. • Of course, Russian SEO industry quickly adopted to the algorithm producing multiple tools for artificial inflating of behavioral factors. While the tools are said to work well, Yandex is getting better and better at detecting artificial behaviors and punishing the cheaters. • Potential penalty: full or partial removal from Yandex search results, drop in rankings. 8. Excessive or intrusive advertising • Definition: sites that use intrusive advertising formats such as popup, popunder , clickunder and similar, which prevent users from viewing the main content of the website as well as advertising with “shocking” content. • Potential penalty: drop in rankings.
  9. 9. Other things to know about Yandex Yandex Indexing • Yandex’s index is re-calculated a few times a month for static pages, and several times per day for blog posts, whereas Google constantly crawls and indexes content. Yandex also respects rules set up in robots.txt. Creating a sitemap will also help Yandex index your content quicker. Since Yandex’s indexation is slower and the algorithm takes much more time to rank a piece of content, you will need to focus heavily on showing long-term results. Geo-Targeting • Local SEO for Yandex is highly targeted towards a user’s metro area. Local search results are delivered to users in more than 1,400 cities, resulting in users having very different search results depending on where they are in Russia. Of course, this is mostly only true to geo-specific search queries. For companies with regional businesses, you’ll need to set up regional preferences in Yandex Webmaster Tools, add preferences to Yandex Catalog, and use regional domains or subdomains along with region-specific content.
  10. 10. AJAX Indexing • AJAX content is able to be indexed by Yandex, but it needs to be coded in a certain way for Yandex’s spider to crawl it effectively. See this guideline for information on how AJAX content should be implemented. Social Media and Online Dialogue • Although the impact of social media signals is unclear for Yandex SEO, forum posts, comments, and blog posts seems to help improve SEO performance. Russia also has a few social media networks that are not popular outside of the country including: VK, mail.ru, and Odnoklassniki (OK). As with any social media network, creating and promoting your content can result in inbound links and online dialogue about your brand.
  11. 11. MatrixNet & Thematic Index Citation Score • MatrixNet is Russia’s page priority algorithm (similar to PageRank). MatrixNet measures site popularity and the sum and relevancy of backlinks to determine a thematic index citation (TIC) score, which plays into MatrixNet. Rather than scoring on a scale of 0-10 like PageRank, TIC is scored on a scale of 0-10,000. The TIC score is also the same for every page on the website rather than on a page-by-page basis. A TIC score quantifies the importance of a piece of content, which is included in SERPs to help users determine the quality and credibility of the content. A plugin called Yandex Elements will allow you to see the TIC score for sites with a score higher than 10. TIC scores are also influenced by rationality of content and inbound links.
  12. 12. Questions?

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