Yandex’s machine learning capabilities saw some monumental improvements in 2021, and whilst we can talk about them and try to optimize for them directly – the end goal is just to continue being technically sound and providing a high-value proposition.
Below are considerations for your 2022 Yandex SEO strategy.
Yandex Ranking Factors
Yandex pays more attention to how users act than Google does (although you could argue this is changing with ever-evolving Core Web Vitals).
For example, links and even content aren’t as important as what people do when they go to a website to rank it.
Yandex looks at both how people act on your site and how they act after they leave. If they keep going to other sites in the same search, Yandex thinks your site didn’t answer their question. So you need to pay extra attention to your content and UX/UI when you’re trying to make your site work better for Russian users.
Commercial Factors – More Important In Establishing Authority?
Commercial variables have a significant impact on the ranking of websites in search results. For this reason, make certain that your search engine optimization standards in Russia are followed.
To further optimize your website for commercial factors, you should:
- Provide detailed contact information for your company on your website. Visitors to your website should be able to determine whether or not you are a legitimate business. As a result, include as much information as possible, including addresses of offices or delivery points, all types of communication methods, such as email addresses, Skype and other messenger apps, phone numbers (it is preferable to have a local phone number in each destination sales region), and even registration IDs.
- Avoid solely using mobile phone numbers and email addresses in your contacts list when utilizing a free email service that is widely available. There was no evidence of any communication between the ranking and multichannel phones, yet the positions of the numbers 8-800 were seen to increase on a regular basis.
- Make your company’s social media pages more visible. This raises the visibility of your firm, strengthens client confidence in the company, and draws new customers to your company’s website. On the website, you can publish information about your social media groups.
Having a solid, identifiable commercial base then extends to reputation.
In November 2021 Yandex revealed that their algorithm had been updated to now penalize websites (in ranking terms) for having poor online reputations based on user feedback.
The algorithm can figure out which site or business is acting in bad faith.
For example, he deliberately evades the provision of services already paid for by the client or performs them in an inappropriate manner. The algorithm relies on many factors, using a set of signals to make a decision when some data are double-checked by others.
This makes it possible to eliminate errors and makes it useless to fake complaints about competitors or, for example, publish reviews about yourself on the network.
Yandex Technical SEO In 2022
For the most part, Yandex’s technical factor weighting and scrutiny are relatively similar to Google.
However, as mobile penetration and accessibility continue to increase, it’s important to keep a strong focus on the mobile experience.
Although it may seem obvious, the presence of a mobile version of the website provides a distinct competitive edge.
Since 2015, Yandex has highlighted websites that fall under this category. This type of location has been assigned by Yandex since 2015. In addition, a new algorithm known as Vladivostok was released in 2016. In this algorithm, it is determined whether or not a website has a mobile version, and it gives a higher ranking to those that do.
The use of Turbo Pages can help to reduce the strain on your server as well as the number of mistakes that occur. Do not overlook the need of checking the mobile version of your website on a regular basis with the Yandex Webmaster special tool for any potential issues.