SEO and SEM for Russian search engines

Yandex match types explained

I am sure many of you are wondering how it works with match types in Yandex. They do not provide a description in their Yandex.Direct help topics, and there is no possibility to choose a match type in Yandex Wordstat keyword tool. It took me a while to figure it out as well, and here is my understanding of the whole match type system.

1. The matching option that comes by default

This is important for both interested in Yandex SEO and Yandex.Direct PPC. What Wordstat keyword tool returns as search volumes is probably the closest to what Google would return for a modified broad match.

This means that search volumes in Yandex keyword tool will include impressions for all queries containing all words of your key phrase in any order, in all forms, including plural.

Yandex kyeword tool Wordstat

The prepositions and other stop-words are ignored, like in Microsoft AdCenter, but if you would like to see the search volume for a phrase with a particular preposition, you can use the plus sign in front of it.


By default search volume for coat with a belt will actually include search volume for both coat with a belt and coat without a belt.

If you are interested in finding out search volumes for phrases containing the term coat with a belt, you would have to enter coat +with a belt into Wordstat keyword tool.

2. Exact match, the Yandex way

It is possible to set keywords on what AdWords specialists would know as exact match by using quotation marks, which is quite confusing since in Google that would indicate phrase match, i.e. the opposite of what it means to Yandex.

As I mentioned in one of my previous posts, Russian language has 7 cases, which involves changing the endings for all nouns and adjectives depending on a case. Do not worry about that, because all cases are included into Yandex’s exact match as well as plural forms.

If you wish to only bid on exact match of a plural form, for example, you would need to use an exclamation mark in front of the word.


Key phrase “cheap sofas” will trigger ads for search queries cheap sofas and cheap sofa.

Key phrase “cheap !sofas” will only trigger ads for the query cheap sofas.

3. Broad match, the Yandex way

There is a possibility to include synonyms, mistypes, transliterated words etc. and all the other stuff that Google would include in their broad match.

This feature is called “other relevant phrases” and needs to be manually activated. It is turned off by default.


Anna Oshkalo

Anna is a blogger and online marketing consultant specializing in SEO and SEM for Russian search engines. To see more of Anna's posts, follow her on Twitter, or LinkedIn.

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10 Responses to “Yandex match types explained”

  1. Darron says:

    Hi, Anna. I’m not a search expert, and I haven’t spoken Russian on a daily basis for 12 years, so I want to make sure I’m understanding. Could you please confirm a few things:

    – In keyword search, we can ignore plural/singular.
    – Verb conjugation matters.
    – Noun case doesn’t matter.

    Prepositions have confused me. You have a great English example demonstrating how “with” and “without” are considered the same in the default match. So if we’re talking about Russian prepositions, is that to say that “in” (в) without a preceding plus sign (+) would also match “out” (вне) and “under” (вниз)?

    Thanks for your help!

  2. Anna says:

    Hey Darron,

    Good questions! See the answers below:

    Q: In keyword search, we can ignore plural/singular.
    A: If you are talking about keyword research for PPC, then yes. It works the same way as Yahoo!, so including plurals into your keyword list will make thm compete against each other. At least in theory.

    Q: Verb conjugation matters
    A: Not really. It is enough to have infinitive form of a very in your keyword list and it will trigger all the other forms (e.g. купить диван will trigger ads for куплю диван, купим диван etc.)

    Q: Noun case doesn’t matter.
    A: Correct

    Q: Prepositions have confused me …
    A: This works the same way as Microsoft AdCenter. They basically completely ignore prepositions and other stop-words. This is not great, because the system will treat “flights from London to Moscow” and “flights to London from Moscow” as the same keyword. So basically what you say ““in” (в) without a preceding plus sign (+) would also match “out” (вне) and “under” (вниз)” is correct.

    Hope this helps!

  3. Yandex is a great, but nothing bits Google Adwords. Yandex still have some things to do in order to fully compete with big boy. Glad you shared some insights with community.

  4. Anna says:

    Indeed. What amazes me most is that there is no possibility to see search query report.. very strange given that you are more or less forced to work with broad match.

  5. […] already wrote an extensive posts covering match types in Yandex, but it is always good to remind: Yandex Wordstat gives search volumes only in broad match. If you […]

  6. ppcgirl says:


    Is there a way to have match types in negative kw’s in Yandex like they have in Google?

    i.e Can i run on the kw: Garden in broad, but have a negative kw: “Garde”, so that my ad will only appear on search queries that include The kw “Garden”, like “Garden Shed”, but not the word “Garden” itself?

  7. Anna says:

    Hi there! Unfortunately there are no match types for negative keywords, from what I know. I’ve never seen then used. I guess what it takes it to be more specific with your keywords, i.e. not include “garden” in the keyword list at all, but find the phrases you are interested. This is a limitation, but Yandex is pretty smart, and since the PPC results are powered by MatrixNet machine learning technology, technically the ads should not show too often for irrelevant queries.

  8. Serena says:

    Hello, Serena, I have a question: what can I use for Yandex which corresponds to Adwords’ exact match?

  9. Anna says:

    Hi Serena. Yandex operator ” ” (quotation marks) is used to specify the match type corresponding to exact match in AdWords. It is pretty confusing for those who are used to working with AdWords (including myself), but this is how you do it:

    Adding a keyword like “туры Швеция” (tours Sweden) will trigger both ‘tours Sweden’ and ‘tour Sweden’.

    If you only want to bid on the plural form of the word, you have to add an exclamation mark in front of the noun, i.e. “!туры Швеция”. By doing this, the add will be only triggered by ‘tours Sweden’, but not by ‘tour Sweden’.

    Hope this helps!

  10. […] are Google Adwords Keyword Tool, Google Trends, SEOMoz and WordTracker for most search engines, and Yandex Wordstat in Russia and Baidu Keyword Tool in […]