Yandex keeps tweaking their advertising products and making them better. In the beginning of the year the company introduced 3 new features to make Yandex.Direct ads more effective.
1. Image ads for Yandex Advertising Network (YAN)
Being used to Google AdWords, I was always missing image ad formats in Yandex content network. Images are so much more appealing; they attract attention and give better impression about the product than boring text links.
Yandex browser was launched on the 1st of October this year, and, despite it’s far from being a big player in the market, is gaining popularity among Russian users.
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.
In one of my posts in the end of last year I was writing about social signals and Yandex SEO. Back then I said that social as such did not affect organic rankings, but I also mentioned that had a feeling that it was about to change. The step towards social was logical for a NASDAQ company, which Yandex is. Google and Bing use social signals in their search algorithm, and Yandex was bound to follow.
Some month ago Yandex started displaying links to social profiles in site snippets in their SERPs. Then it became obvious that something was about to happen, and indeed, just a month later Yandex announced Twitter integration and Search in social networks.
This afternoon Yandex published a press release about their new feature. The catchy title claims that now Yandex “Understands Users’ Search Intentions”, but in reality the new feature is just a different type of search suggestions, referred to as “dialogue-like” in Russian press.
In essence, it is quite similar to Google’s related searches: when a search query is too broad, Yandex will show more specific suggestions.
Compare, for example, searches for “Байкал” (lake Baikal) in Yandex and Google.ru:
Yandex suggests “photos”, “vacation”, “map”, “Wikipedia”, “hotel”.