Battle of the search engines: Yandex VS Google
Today on the Russian search engine market is dominated by a duopoly — Yandex and Google. They have different attitudes to ranking factors, the number of which exceeds 600. This creates difficulties in promoting sites in the organic search results of both search engines and negatively affects the behavioral factors of their users. What you need to know in order for the promoted sites to occupy high positions in the long term will be discussed in this article.
The war for traffic and local SEO
Search engine optimization specialists recommend focusing the main efforts in three directions:
- automation of the information search and promotion process;
- creating high-quality content;
- corrective influence on behavioral factors on the site.
Those who want to occupy high positions in both search engines for a large number of commercial keywords need to increase the number of site visitors. Thanks to this, search engines will better evaluate the site and user behavior on it.
Today there is a persistent tendency to prioritize large sites.
Whatever request a person enters, Yandex will first show the leaders of e—commerce out of harmfulness – such price aggregators as:
- Prom, Rozetka, OLX, Bigl, Hotline (for Ukraine);
- Ozon, Wildberries, Avito, Tiu.ru , Regmarkets (for Russia).
Small online stores and services have to be content with only crumbs of organic traffic.
About the same thing is already happening in Google. However, it should be borne in mind that in Yandex, the dependence of the traffic of a web resource with a rating in the output is 0.3–0.35.
In Google, which strongly denies the use of the traffic coefficient in the rating, — 0.1. However, it reacts to both search and non-search traffic:
- the share of clicks to the site via direct links;
- transitions from email;
- contextual advertising ads and banners.
Therefore, the main focus when promoting in Google should be on high-quality content:
- publishing articles in a blog,
- mailing news in the mail and in messengers,
- posting announcements of articles in the form of posts on social networks.
This will allow us to achieve a serious increase in organic traffic.
In order for an online store to get into the TOP 10 of Yandex, it needs a large range of products. Yandex pays more attention than Google to the presence and choice of well-known brands. If you have a monobrand site, then there is practically no chance for it there.
But in the TOP 30 on Google, the share of such sites or offering several brands is about 5%, which is 3 times more.
That’s why the transition to a wide range of products will be extremely important for SEO promotion about both search engines. If this is not done, then other organic promotional activities will not give the expected result.
A separate issue is local SEO — emphasis on the geolocation of the company. The name of the locality is indicated not only in the keywords, but also in the site address.
For example, a user enters a request about a product while in a certain city. What difference does it make if this online store functions in other localities?
For Yandex, the presence of branches is one of the most important factors.
67-75% of the web resources of companies with locations in different cities and even countries are in the TOP 3 in terms of responses to commercial requests, and half as many are in the TOP 10. Yandex considers an online store or service operating in the same city to be insufficiently reliable. He deliberately lowers its parameters in comparison with companies that have several addresses and phone numbers on the site in different regions.
For Google, the priority was and remains the quality of content and the age of the site. Its search robots primarily respond to the number of relevant pages for certain queries.
About 80% of Yandex results in the sample are category pages, 15% are the main pages of sites. And only the remaining few percent receive product cards of individual products. It often displays general product category pages rather than specific product items, even if the user’s request contains a specific model. To find a card with a certain product here, you will have to add the name or model number, color, and memory capacity to the request.
Technical SEO, optimized texts, “Baden-Baden” and external links
Previously, SEO texts were always published on the categories of goods or services page. They were meant for robots, not humans. Their relevance was determined mathematically and included in the technical SEO.
The required number of occurrences of each key was calculated in advance to create an appropriate task for the copywriter. He could only dilute this mess of keywords with water to the desired length of the text.
For a long time, everyone was happy. However, in the spring of 2017, Yandex introduced the “Baden-Baden” filter, which imposes sanctions on sites for low-quality texts. Every year the parameters of this filter are improved.
Yandex ranks the site as a whole and evaluates texts only at the early stages. It doesn’t matter how many times the product name is mentioned on the site. The main thing is that it is really sold at a reasonable price, it is delivered on time, an official manufacturer’s warranty is provided, there are reviews, payment terms and an order button. Due to Yandex’s persistent struggle with low-quality texts, online stores have suffered greatly. Their ranking in this search engine has dropped and has become very different from the location in Google. Optimized texts now interrupt indexing and are practically useless for Yandex users. But if you delete them, it will negatively affect Google’s position, since there will be no relevant words in the query. Then the page will lose the minimum of useful information contained in this optimized text. The easiest way is to close the seo text using the and tags, without waiting for the page to go under the “Baden—Baden” filter. Yandex stop noticing them, and Google, as if nothing had happened, will index the text because it does not handle the tag.
In Google, the position in organic search results depends on the quality of the content of texts, illustrations, videos, external links and advertising. The direct entry of the keyword in the title and H1 on the page ensures getting into the TOP 30.
Previously, a place in the TOP of Google largely depended on the budget allocated by the company for promotion. That is, those who could afford to buy the reference mass were guaranteed to get there. It was believed that the more external links lead to the site, the more reliable it is. Today, Google is very carefully evaluating not only the number and weight of links to a specific page, but also the nature of the link profile. It monitors not only the presence of the corresponding occurrences of exact queries, but also their synonyms.
The fight for the mobile-first algorithm and new technologies continues
Both search engines pay close attention to the correct operation of the mobile version of the site.
However, Google went further by implementing the mobile-first algorithm, which first indexes the mobile version of the site, and then the main one. Because of this, web resources without adaptive design are ordered to go to the TOP of Google. The use of AMP technology contributes to a high ranking of pages thanks to:
- increase the loading speed of pages and images;
- the presence of code optimization.