Yandex Product Search to Enforce New Store Name Display Guidelines

In an effort to streamline and enhance the accuracy of its product search results, Yandex has announced upcoming changes to how store names are displayed. Moving forward, the tech giant will only showcase store names that are provided directly through the feed, with a strict verification process to ensure these names accurately reflect the official business titles.

This initiative is part of Yandex’s broader strategy to improve user experience by presenting cleaner, more straightforward search results. By enforcing these new guidelines, Yandex aims to eliminate confusion and ensure that shoppers can easily identify and understand the retailers listed in the product search outcomes.

Yandex has laid out specific criteria for how store names should be indicated in the feeds:

  • Emotional and evaluative vocabulary such as “best” or “wonderful” is prohibited.
  • Store names should not include regional descriptors or themes, like “Tomsk_Electrical Engineering” or “Romashka_Stationery_store.”
  • Terms related to sales or promotions, e.g., “crazy discounts,” are not allowed.
  • Store names must not be written entirely in capital letters.
  • The addition of phrases like “online store” or “shop,” as well as other unnecessary words and symbols, is discouraged.
  • The recommended length for store names is between 50-60 characters, with a maximum allowance of 150 characters.

However, Yandex clarifies that these rules have exceptions for businesses whose official commercial names include such descriptors or formatting. Stores with legally registered names that incorporate terms like “” or are stylized in all caps, such as “HEADPHONES,” are not required to make adjustments.

This update underscores Yandex’s commitment to creating a more efficient and user-friendly search environment. By standardizing the presentation of store names, the platform aims to facilitate a smoother shopping experience, enabling users to find and engage with retailers more effectively.

Store owners and marketers are encouraged to review their current feed configurations to ensure compliance with the new guidelines. This proactive approach will help maintain visibility and relevance within Yandex’s product search results, thereby supporting continued customer engagement and sales opportunities.

As Yandex continues to refine its services and offerings, this change is a reminder of the importance of accuracy and clarity in the digital marketplace. Retailers and businesses participating in Yandex Product Search are poised to benefit from increased trust and improved interactions with potential customers, thanks to these more stringent naming conventions.

Dan Taylor
Dan Taylor is an experienced SEO consultant and has worked with brands and companies on optimizing for Russia (and Yandex) for a number of years. Winner of the inaugural 2018 TechSEO Boost competition, webmaster at and Sloth.Cloud, and founder of