International SEO in 2020: 4 Key Takeaways

Enjoying its 18th 12 months as a convention, Optimization 2020 is arguably the most important virtual advertising and marketing convention in Russia.

For essentially the most phase, the convention is going beneath the radar in the Western global.

Going digital this 12 months for the primary time since its inception, the convention performs host to one of the crucial perfect Russian entrepreneurs sharing their insights and reports, in addition to representatives from Google and Yandex.

This 12 months, I additionally spoke on the convention, along different “Western” SEO execs Kevin Indig and Barry Schwartz.

The talks targeted each on optimizing for Google in addition to Yandex, with a variety of distinctive takes and insights coming from one of the crucial main Russian SEO execs.

In this newsletter, I’m going to summarize 5 of the important thing takeaways from the convention, together with insights from:

  • A digital roundtable that includes a variety of main Russian SEO execs.
  • Key participants of the Yandex Search product groups.


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1. Ranking Factors: Yandex vs. Google

As a part of the fashionable SEO analysis monitor, Mikhail Volovich and Olga Yudina, either one of Ashmanov & Partners, gave a presentation at the analysis they’ve compiled examining the ranking elements for each Yandex and Google, and highlighting their variations.

The key takeaways from their presentation are:

  • The ranking elements recognized in 2019 remained related to 2020.
  • The impact of hyperlinks inside Yandex seems to have lessened, while it has remained the similar inside Google.
  • Perceived site (and trade) high quality has turn out to be a far more potent factor in each Google and Yandex.
  • On cell, (*4*) than Yandex, however in Yandex the selection of Turbo pages has larger very much (outdoor of the highest 3 effects).

They additionally are expecting, in line with noticed knowledge that:

  • Both Google and Yandex will upload extra weight to organising site high quality (Google’s E-A-T and Yandex’s IKS).
  • Mobile search will see an build up in each AMP and Turbo pages.

2. Manipulating User Behavior Factors

While we debate whether or not or now not the selection of clicks that effects obtain in seek effects affects ranking efficiency in Google, we all know in Yandex this can be a factor taken under consideration by the set of rules.


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Yandex screens this, and do penalize site owners having a look to cheat the set of rules in this fashion.

The PF filter out – and its equity – has been lengthy mentioned by SEO professionals in the boards as the strategy may also be used as a weapon towards competition who then fall beneath the penalty.

During the Optimization 2020 roundtable, this matter got here up and used to be addressed by Mikhail Slevinsky, the pinnacle of Yandex Webmaster gear.

He stated that they’re seeing just right development in their efforts to struggle this kind of manipulation.

Yandex’s Elena Pershina additionally added that in surveys carried out by the hunt engine, increasingly more trade house owners are turning into acutely aware of the dangers of the usage of such manipulative ways.

3. The Dominance of Aggregators in SERPs

Another key speaking level right through the digital roundtable used to be that of the dominance of aggregator web pages inside Yandex seek effects.

Much like Amazon can dominate sure seek effects in the U.Ok., Russia has its personal aggregators like Ozon and Wildberries.

Roundtable participants posed the query to the Yandex representatives if that is noticed as a subject, and what their take in this used to be.

In reaction, Slevinsky gave an preliminary resolution of:

“Any offline store where I buy goods is essentially a marketplace. And as a user, it is more convenient for me to buy meat, fish and fruits in one store than to travel to different points. Online is like offline. In my opinion, the situation here is harmonious, and small businesses can definitely get their audience.”

Slevinsky and Pershina persisted that the issue is that smaller companies are probably now not doing sufficient to establish a USP or differentiation factor between themselves and different companies (each small and big).

And that if there’s no differentiation for the person, then the hunt engine will even now not see sufficient distinction to discern a outstanding ranking place.

They did, then again, show that if sufficient customers show examples of the place that is unfavourable for customers, then they’re open to seeing it as an issue for customers if one exists.


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4. What Makes a Quality Website

In a chat by Elena Pershina, head of B2B Marketing for Non-Advertising services and products at Yandex, the hunt engine gave some perception into how site owners can identify a “quality” site.

Pershina started her communicate by noting that the site and trade, to Yandex, have turn out to be separate entities over the last couple of years.

The site is extra of a proxy for the trade as a complete and now not a sole illustration

And that for just right ranking positions inside Yandex you now not best desire a just right site this is “optimized for SEO”, but in addition a trade that’s producing the appropriate alerts for the hunt engine.

We can draw similarities right here with Google, that the trade itself wishes each popularity and EAT.

In 2018, Yandex carried out a quantitative, external-facing metric referred to as the ICS to site owners to suggest a site’s high quality.

Over the previous two years, this metric has been delicate to turn out to be a depended on metric that some Russian SEO execs consider is up to date on a nearly per month foundation.


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The ICS ranking is blended with different measures of commercial/site high quality such because the CLI (Customer Loyalty Index) in Yandex.Directory.

“We thought for a long time how to give a signal to the business that something is wrong with customer service. The user found it once, made a call and never returns. To track such moments, to understand how often the user wants to search for you, we made a customer loyalty index.”

The CLI permits the trade to tackle comments from customers, and reinforce, in addition to permitting Yandex to actively document person sentiment and delight to the related services and products.

Pershina additionally showed that Yandex is operating more difficult to raised perceive user-generated content and opinions in relation to a trade.

And to raised establish rip-off companies or simply in point of fact dangerous possible client reports.

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