Yandex is the leading search engine in Russia with over 60% market share. Whilst Google presents additional opportunities, it's Yandex that should be prioritised when targeting the country's internet users. Yandex should also be part of marketers' considerations when looking to target Ukraine, Kazakhstan and Belarus.
For marketers seeking to improve visibility in Yandex's organic search results, the first step is to identify the search queries used by the target audience. By conducting thorough research over a variety of sources to identify keywords which are relevant and have as high traffic as possible, a set of strategically important keywords can be determined which form the basis of all on-page and off-page website optimisation efforts in Russia.
All research is conducted by a native-speaking search marketer, who is experienced with local research tools and the additional complexities of working with Yandex. This blend of technical, marketing and linguistic skills is the most effective method of discovering relevant keywords in Yandex and is something that cannot be achieved by applying a translation process.
The outcome of the research will be a report that shows a categorised list of keywords and corresponding data, such as estimated search volumes.
We recommend that keyword research is refreshed on a regular basis to identify changes in the patterns of search on Yandex.