Search Beyond Google: The other search engines

|
Jitka Jizerova
Webcertain
Search beyond Google:
The other search engines
@jitka_wcn

How can YOU achieve an effective search presence there?
@jitka_wcn #brightonSEO

|
Agenda
• market share of Baidu, Yandex and
Naver
• on-page optimisation
• off-page optimisation
• algorithms
• webmaster tools
6|

| 8
91.65 % 0.63 % ?1.28 %
Search engine share worldwide
February 2018
http://gs.statcounter.com/search-engine-market-share

|
Baidu market share in China
10
61%
24%
5%
5%
4%1%
Baidu Haosou Google Sogou bing Yahoo!
February 2018
http://gs.statcounter.com/search-engine-
market-share/desktop/china

|
Baidu market share in China
11|
57%
36%
5%
1%
1%
0%
Baidu Shenma Sogou Haosou Google bing
February 2018
market-share/desktop/china

|
Baidu
12
• local situation
• on-site optimisation
• off-site optimisation
• mobile instant pages
• webmaster tools
What to take into consideration

|
Baidu
Hosting
The great firewall of China
• Sites outside China have difficulty ranking
on Baidu and experience slow speed and
might not be reachable.
• Hong Kong, Macau and Taiwan do not
count.
• Use a local domain, either .cn or .com.cn
(avoid cheap domains like .top or .win).
• A keyword in the domain name gets
additional weight rank.
13
Domain name and extension

|
Baidu
14
Internet content provider
(ICP) licence (Bei An / 备案)
• It is a must if your site is hosted in China.
• Your rank will be impacted if you don’t
have an ICP licence.
• Obtained from the Chinese Ministry of
Industry and Information Technology.
Two types:
• individual ICP licence
• business ICP licence

| 15
• Submission of content for indexation via
webmaster tools.
• Baidu only indexes simplified Chinese
characters.
• Hire native Chinese speakers as there are
multiple meanings to a single word.
• Preferred encoding platform is UTF-8 as it
caters for any language in the world.
• Baidu does not support the hreflang tag for
international marketing.
SimplifiedChineseTraditionalChinese
Indexation and language
Baidu

|
Baidu
16
HTTPS
• Previously, HTTPS pages weren’t well-
supported.
• Baidu launched a new feature called
HTTPS Site Authentication in May 2017
which can help you to have a better
presence on Baidu.
• Same as Google, Baidu claims to give
HTTPS websites a small ranking boost.

|
Baidu
Baidu spider
• No flash or JavaScript – stick to HTML.
• Minimise Frame and iFrame.
• Does not support meta robots “noindex”
– use robots.txt instead.
• Avoid using URL parameters (primary for
differentiation of languages).
17

| 18
Google vs Baidu
Meta tags, headings, alt tags
Page title Major Major
Meta description Minor Major
Meta keywords None Major
Heading tags Medium Major
Alt tags Minor Major

|
Baidu
19
Content
• Every page should have at least 300
words of unique content.
• Keep the most important information on
top of the page – poor crawls.
• Duplicate content is still very common.
• Do not include any social sharing widgets
from blocked sites
• Have in mind blacklisted words and check
comments on your blog.
• Benefit of a local CDN (Content Delivery
Network) to increase website speed.

|
Baidu
Internal links
• Structure needs to be flat, logical and
reasonable so content can be followed.
• Include a link with anchor text to the main
page .
• Carry more weight for Baidu than for
Google.
• Baidu is tolerating link farms and black hat
practices less and less but it is still far
away from Google.
• When linking externally, Baidu prefers
trustworthy China-hosted sites.
20
External links

|
Baidu
• Own version of Accelerated Mobile Pages
(AMP).
• Collaboration between Baidu and Google.
• Potential ranking advantage.
• MIP submission tool -> Baidu Webmaster
Tools indexation.
21
Mobile Instant Pages (MIP)
Go mobile or good luck!

| 22
Baidu Webmaster tools and Baidu keyword tool
https://ziyuan.baidu.com
Baidu Webmaster tools Baidu PPC Phoenix Nest
http://e.baidu.com/

| 23
Benefits to SEO compared to resources needed to implement them
HTTPS
ICP
licence
.cn
domain
CDN in
China
Local
hosting
Host near China
Load hosted
libraries from
China
Benefits to SEO in China
Resources
required
http://www.dragonmetrics.com/technical-on-page-seo-guide-baidu/

|
Yandex market share in
Russian Federation
26
February 2018
59%
37%
3%
0%
YANDEX RU Google Mail.ru bing Yahoo! DuckDuckGo
market-share/all/russian-federation

|
55%
44%
1%
Google YANDEX RU Mail.ru Yahoo! bing Baidu
Yandex market share in
Russian Federation
February 2018
market-share/all/russian-federation

|
Yandex
28
• indexation
• domain authority
• internal and external links
• search results
• content optimisation
• mobile
• algorithms

|
Yandex
Indexation
• Yandex is slower on indexing and stricter
about duplication and keyword stuffing..
• If a page does not generate traffic, it is
removed.
• Yandex still mainly crawls static HTML links.
• Creating great unique content that is
naturally optimised is very important.
29

|
Yandex
30
Domain authority
• Yandex TIC (Thematic Index Citation) is
for a whole domain vs Google PR is for a
webpage.
• Internal linking doesn’t affect TIC.
• Number of backlinks, their relevancy and
geographic location are key to impacting
the Yandex TIC.
High Medium
Importance of the
whole domain

|
Yandex
Internal Linking
• Links are less important than for Google.
• Link building is considered black hat SEO.
• Paid links are considered a negative
ranking factor.
• Minusinsk Algorithm (Penguin).
31@jitka_wcn #brightonSEO
External Linking
• Puts emphasis on internal linking.
• Include internal linking with keyword-ed
links.

|
Yandex
32
Search results
• Yandex uses detailed geo-targeting by
region/city.
• SERP results vary for different regions.
• It is possible to target a specific region.
High
regional factors
Not
important
Regional links

| 33
Yandex
• Prefers one keyword per page and unique content.
• Avoid duplication, good grammar is vital, content
should be unique and of a good quality.
• Natural optimisation.
• New Yandex algorithm Korolyov understands the
whole context of a page in Russian so great quality
content is key.
Content optimisation
H-tags
Title tags
Medium
Optimise with
caution
Meta
description
Title tag
Long
Slightly over-
optimise
Importance of
meta data
Text length
Text optimisation

|
Yandex
34
Algorithms. 2017: The year of
personalisation
MatrixNet (2009) – Machine learning with
human assessors.
May 2017: Palekh update – Better
processing of long-tail keywords for voice
search.
June 2017: Yandex Zen – Publishers can
now post on Yandex Zen directly.
August 2017: Korolyov update – The search
engine can now understand the full content
of a page.
October 2017: Alice – First voice search
assistant in Russian.

| 36
Yandex.Webmaster and Wordstat
https://webmaster.yandex.com/ https://wordstat.yandex.com/

|
58%
20%
19%
2%
Google Naver Daum bing Yahoo! Baidu
Naver market share in
South Korea
39
February 2018
http://gs.statcounter.com/search-engine-market-
share/desktop/south-korea
?

|
Naver market share in
South Korea
40|
February 2018
58%
40%
1%
Google Naver Yahoo! SweetIM Baidu bing
http://gs.statcounter.com/search-engine-market-
share/desktop/south-korea

|
Naver
• layout
• indexation
• meta data and keywords
• language and content
• backlinks
• Naver Blog and Café
• mobile
• webmaster tools
41

| 42
Naver – A community platform

|
Naver
43
Layout
Naver’s SERPs focus on paid listings and user
generated content.
• paid
• organic
• Naver Café
• Naver Encyclopaedia
• maps
• images
• blogs
• Naver Knowledge IN (Q&A site)
• apps

|
Naver
Indexation
• Own bot called Yetti focuses on user
preferences, optimisation levels of the
website and its suitability in the search
results.
• Website needs to register with Naver via
Webmaster Tools - it takes around one
week to index.
• Limited SEO guidelines but it follows
global standards.
44

|
Naver
45
Meta data and keywords
Homepage – Name of business or
service/product is recommended.
Individual page title – Insert only one
keyword.
Page description – Insert only one keyword.
Watch out for black hat SEO tactics ->
penalty.

|
Naver
Language and content
• Use the Korean language.
• Original and relevant content, no cloaking.
• Key content in text rather than in images.
• High quality content, Naver does not
index low quality pages.
46

|
Naver
47
Backlinks
It does not put any strong emphasis on link
building – no ranking factor.
Bad links can have a negative impact on a
website.

|
Naver
Blog and Café
Blog – One of the most successful digital
platforms in South Korea, it provides a lot of
visibility and traffic to websites.
It is automatically created when you submit
your domain.
Café – A community platform, cafés (over 9
million) are grouped per topic and
communities can share their ideas,
knowledge and opinions there.
Keep both regularly updated with high
quality content.
48

|
Naver
49
Algorithms
2016 and 2017
P-Rank – websites, webpages
Possible ranking signals: Naver bot
indexation, on-page optimisation, site
structure, social media connections.
C-Rank – Naver blogs, Naver Café, Naver
Q&A
Possible ranking signals: Quality of on-page
content, topical focus, popularity and
reliability, number of visits, etc.

| 51
Naver Webmaster tool and Keyword tool
Keyword toolWebmaster tool
http://webmastertool.naver.com/ https://searchad.naver.com/

Know-How
https://webcertain.com/why-subscribe
Become a global digital
marketing expert
wherever you are!

Questions?
jitka.jizerova@webcertain.com
www.webcertain.com
in/jitkajizerova
@jitka_wcn

Search Beyond Google: The other search engines

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Search Beyond Google: The other search engines

Similaire à Search Beyond Google: The other search engines (20)

Dernier

Dernier (20)

Search Beyond Google: The other search engines