If you’re looking to tap into the Russian market by boosting your Russian SEO performance then you need to start thinking about how to go about it. Unlike the SEO that you may be used to (which mainly focuses on Google), Russian SEO is an entirely different kettle of fish and much of the Russian language traffic revolves around a search engine known as Yandex.
To start optimizing your website so that you can improve your Russian SEO, you need to take a few key steps when you first get started:
- Get the language correct
While this should go without saying, there are a surprising number of websites that rely on machine based translations (i.e. Google translate) for languages other than English – and that is going to work against you in a big way if it’s the case. Not only is the wording important, but the grammar plays a huge role too especially when it comes to syntax-based results.
By working with native Russian speakers and translators to get the language right on your website, you can be assured that you will rank properly on Yandex.
- Use the webmaster tools
In much the same way that Google has its Webmaster Tools, so does Yandex. Essentially it is a free tool that you can register for that will provide you with insights into your website and any problems Yandex may encounter when attempting to index it.
More recently, Yandex has even started informing webmasters of any SEO penalties they may have incurred via this feature – so it is extremely important to make full use of it.
- Learn the rules
As mentioned, Yandex (just like Google) has many do’s and don’ts – and it is important that you learn what those are before you proceed. Assuming you’re familiar with Google’s SEO rules then you’ll find some of them to be fairly similar – such as not buying or selling SEO links, avoiding keyword stuffing, staying away from using hidden text, and so on.
Considering a penalty can result in 8 months of traffic being affected, it is a good idea to stay on top of any changes to Yandex’s policies and taking them into account before carrying out any SEO.
- Understand the behavioral patterns impact on SEO
Lately Yandex has started to place an emphasis on behavioral patterns – and factor them into its rankings. The clickthrough rate of your pages that appear on their search engine, bounce rate, and average time spent on pages are all weighed in the algorithm Yandex uses – as are other factors as well.
Understanding (but not abusing) these patterns is important, and improvements to your website can often translate into improvements in behavioral patterns and help boost your SEO performance.
As you can see, Russian SEO is very different from what you may be used to – and you should find a RussianSEO guru who is up to the task. With the right approach, your traffic from Yandex should far outstrip what you could possibly get from Google – and will position you perfectly in the Russian market.