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Globally, Russia is the eighth largest market of Internet users, and as we know, Google is playing second fiddle to Yandex, which is currently the main search engine in Russia with well over half of the market share. Yandex makes hundreds of millions of dollars in revenue and provides a broad range of online services (email, free hosting, PPC advertising network (Yandex Direct), maps, news, weather, and dictionaries). If your company is turning eyes to the Russian market, you might be considering  making a Russian-language version of your website to attract more local customers. Most important of the Slavic languages and the fifth most spoken in the world, Russian is used by 275 million people worldwide. What is more, Russian is a pretty complex language, with various grammatical phenomena to be conceived.
Similar to Google PageRank, Yandex uses its own metric – the Quotation Index (aka Citation Index) – to indicate the site’s trustworthiness, ranging from 0 to 150,000.
The Quotation Index is determined by the number and quality of your site’s backlinks, with quality being influenced by relevance of the context, geographical location of the linking site and the Quotation Index of your incoming links.
For example, if someone would search Yandex for a [hairdresser’s] (a geo-dependent keyword) using a Moscow IP, the results will be for that region only.
Yandex would automatically assign every indexed site with a geographical location according to the location-by-IP data, domain name, contact information (zip code, telephone number) and the content in general.
You can manually compare your site’s ranking for a particular keyword in different regions using Yandex Advanced Search. There is also a special region-comparing feature in Yandex Webmaster (registration needed). Back to geotargeting –  as soon as Yandex crawls your site, it will be assigned with a particular region. In this case, you should request a region change from Yandex Webmaster by indicating a preferred region and providing a URL that proves relevance to that region. If you have an office in Russia, you can specify its contact information to prove you’re doing business in there.
You can choose up to 7 regions if your website is included in Yandex Catalogue (think DMOZ and Yahoo Directory). There are two types of listings in Yandex Catalogue: free and paid (apparently paying raises your chances of inclusion).
Obviously, optimizing the Russian version of your site in Yandex will require building an efficient keyword list.


Yandex has its own PPC service called Yandex Direct which is similar to Google AdWords and Bing’s AdCenter. Specifying regions for your ads is likely to increase the overall effectiveness of your ad campaign.
As you see, Yandex is evolving, and it creates brilliant opportunities for running region-targeted campaigns for international companies in Russia and the former Soviet Union.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23. MarTech: The Marketing Tech Conference is for marketers responsible for selecting marketing technologies and developing marketing technologists. A few ideas for quick wins that can show value while waiting for your longer-term initiatives to start gaining traction.
If using an image of a person's face, try to find one that is looking into the eyes of your visitor with a happy expression. Instead of doing a procedure based on what someone told you to do, you need to be able to understand and measure the true influences yourself. Why this impossible to answer accurately is because you must research that exact keyword phrase and know the industry. Another thing to remember is that you can not measure one SEO element independently of all of the others. Comscore ranked the web property first in Russia with 34.9 million unique visitors in August 2010, It is also the 25th site in the Alexa Top 100.
You could have built your SEO strategy based on your experience in the English-speaking Internet, but if you’re building content in Russian, you should know some basic facts about this language that could  influence your SEO strategies.
So having a Russian-speaking expert in your SEO team or outsourcing this service is a good solution. Trusted, non-public websites in Yandex have values between 150 and 1,000, while leaders of the Yandex Catalogue in the media sector have values up to 20,000. All the queries typed by the users in the searchbox are divided into geo-dependent and geo-independent ones. On the contrary, a general query, for instance [download movies], would show results from different regions.


For instance, the query [cargo transportation] is geo-dependent because according to the statistic it is often accompanied by a certain location. You can check the region your site has been assigned in the Yandex Webmaster section (the service is available in Russian only).
Type your target location in the region box, go through SERPs and find your site’s position.
When creating keyword lists for your American, German or French sites, you turn to Google and Bing for keyword suggestions. You can either select several geographical regions or a single one in which you would like your ad to be displayed.
What’s more, Yandex is the default search provider in the Russian version of Firefox. This algorithm is based on over 1,000 ranking factors, the most important ones being age, unique content and quality backlinks.
In general, the higher the Quotation Index, the firmer your positions in the Russian site are. But sometimes Yandex gets it wrong and then you might have a hard time getting to rank in the region you want. Minimal bid is 30 kopecks (about a cent), and a minimum order is 300 roubles (about 10 bucks).
Unfortunately, you can only enter one seed keyword at a time, so the process of generating a keyword list will take a while. For the first six months of 2010, the market share of Yandex Direct was estimated at 75-80%. It has only six huge regions on the list: Moscow, Saint Petersburg, Russia, Belarus, Kazakhstan, and Ukraine.
As of the summer of 2010, ads placed on websites via Yandex Direct were viewed by over 21 million users per day. The fastest growth is observed in Russia’s regions, much higher than in Moscow and Saint Petersburg.



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