SEO and SEM for Russian search engines

New “callout” feature on Yandex Direct to increase CTR

Direct New

Now you can put a “callout” as an additional line in a Yandex PPC ad. According to Yandex, callouts can increase an ad CTR by 3%.

What is a callout? It’s a new feature on a PPC platform Yandex.Direct – short texts in ads which make them stand out in Yandex SERP and attract more visitors to the advertised websites.

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Top social networks in Russia: latest trends, winter 2015-2016

Social generalBrand Analytics has come up with a new study on active social media users in Russia for winter 2015-2016. We get fresh insights and stats on the user audience, their age, gender and writing behavior on Russia’s social platforms. Let’s see where advertisers will most likely find their Russian customers in 2016!

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Font size matters – a new factor ranking mobile-friendly pages in Yandex

This Wednesday Yandex announced [in Russian] that from now on, the font size of texts on mobile web pages is yet another factor added to a new ranking algorithm Vladivostok. To remind us, Vladivostok was rolled out a month ago and takes into account mobile-friendliness of a page in its ranking. Checking texts for mobile optimization is already added to the testing tool in the new version of Yandex.Webmaster:

Mobile friendly
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Meet extended geotargeting feature in Yandex.Direct

Yandex.Direct geotagreting has always been a lot less sophisticated in comparison to Google AdWords. While AdWords provides possibilities to target locations as precise as a radius around specific city or even metro area or a ZIP code, in Yandex.Direct we can only target people living in a specific region and/or in main large cities in Russia.

Until now Yandex.Direct did not officially support targeting based on search intent, however their machine learning technology MatrixNet took care of that to some extent.

I summarized the available geotargeting options of both AdWords and Yandex.Direct in one of my earlier posts:


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State-owned Russian search engine Sputnik joins Yandex advertising network

The newest Russian search engine Sputnik was launched in spring 2014 by state-owned telecommunication company Rostelecom. According to the creators of the search engines, Sputnik’s search algorithm is oriented towards providing users with “social rather than commercial services”, like finding medicines in the nearby pharmacy or times available in local movie theatres. Sputnik is Rostelecom’s attempt to keep up with the growing Internet usage in Russia as well as to uncover potential for new revenue streams.

The search engine did not make any sizeable monetization efforts until last week, when Sputnik became a part of Yandex Advertising Network (YAN).


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