All of us worked with or at least heard about rich snippets in Google. Rich snippets are great, but since implementation requires some development, a lot of however neglect them. There is always a better way to spend those precious developers’ hours, so the requests for those small pieces of code often end up being pushed in the bottom of backlogs and never makes it to the top. Does is sound familiar? Unfortunately.
When working with Yandex, there are also certain tricks to distinguish site snippet in the SERPs, and they are actually quite easy to implement. In most of cases I list in this article you won’t need developers’ help at all.
How much is too much?
The recent statement of Matt Cutts during Pubcon about the possibility of being penalized for having too many ads on the page triggered a lot of discussions among SEOs this week.
Not many know, however, that Yandex made a similar announcement just a few weeks ago.
New Yandex ranking formula
In the beginning of October Yandex incorporated “site usability” into its ranking formula. While usability is a very broad term, Yandex gives some hints that the algorithm change is mainly about ad placement on the page:
“As a first step we learned to detect if ads distract the user or add relevant information and value. The ranking formula now includes several ad-related factors. We detect if the ads prevent the user from viewing the main content, if the ads overlay the content, and if the page containing these ads still interests the user. Resources, where the ads are placed in appropriate way, often rank higher than the ones overloaded with advertizing.”
Yandex.Direct, the PPC platform of Yandex, has been around since 2001 and is the oldest system of contextual ads in Russia (Google launched AdWords in Russia in 2002). Even though it displays ads to over 22 million people every day and attracts hundreds of new advertizers from Russia and overseas, the user interface is, let’s say, not the most convenient. Managing large PPC campaigns through Yandex web interface is a challenging task. But from now on it will be much easier for all search marketers. Finally Yandex launched a desktop tool for managing Yandex.Direct accounts, similar to those of Google, Bing and Yahoo!. Please meet Direct Commander!
Just a few hours ago Yandex announced that next week they will launch yet another version of their search algorithm! This time the change is aiming at eliminating “over-optimized” content, i.e. texts stuffed with keywords and almost unreadable for the end user due to that.
Yandex recommend the webmasters, who intentionally over-optimized their websites’ content in order to improve positions in the search results, to go through the texts and make them more reader-friendly.
Only recently Google announced support of so-called Authorship Markup, and at the same time Yandex declared a war against content theft.
In Yandex Search Blog they called all webmasters to Alpha-Test the new tool in Yandex Webmaster Tools kit called “Original Texts”. To be able to participate in this test, you need to have a site with TIC of at least 10.
All you need to do to claim your content authorship in WM tools is to
1. Add a module called “Original texts” in “Site Content” tab.
2. Submit your original content into the tool some time BEFORE publishing it online.