Marketers Targeting Russian Speaking Countries Do Better with Yandex

Outside the English-speaking world Google’s dominance is reversed. In China, for instance, Baidu has the search market stitched up and in the Russian-speaking world search is dominated by Yandex and second-fiddle Mail.ru.

 

 

Until now, Google had a deal with Mail.ru to deliver search results in the latter’s search box that had nothing to do with local search and were, largely outside its index. The announcement by Mail.ru that it will no longer be needing Google for this means that it now feels it has closed the gap, sufficiently, through its own efforts.

 

Google Loses Mail.ru search deal

This is a blow for Google on two fronts. First, it losses access to end-user queries in a part of the world that it does not have dominance in. In order to understand the complexity of search consider that indexing information and serving it up are two parts of a very complicated game. The former is required in order to have some information to actually work with but the latter is what is frequently used to fine-tune search and create greater relevancy, and relevancy is what actually makes the end-user come back and use the service again.

For Google to lose the contract it’s a really big deal, particularly as both Yandex and Mai.ru have their own webkit-based browsers that work just as well as Chrome and provide not just a search box right from the browser (allowing each company to collect even more useful search-query related information) but also lock Google out from their ecosystem by providing a very robust alternative to Firefox and Chrome.

 

The upshot is that for anyone marketing to the Russian market an overreliance on Google search results for promotion and visibility is not a good idea. Yandex has to be the primary search engine targeted and Mail.ru needs to also be taken into account.

Foreign-language SEO has always been a bugbear and marketers have frequently relied on Google’s capability to detect the language change and index their content in its regional database. This is now no longer enough. Search, like everything else in the digital marketing age, is undergoing exactly the degree of maturation that marketers have long hoped it would.

 

What You Missed

 

How Search Works
Make a Million Dollars in Two Weeks Using Google
Could Facebook Finally Succeed in Search
Personalized Search Results Make Social Media Crucial
Google’s Focus on Brands
Google Drive and Your Business

 

External Links

 

Mail.ru to stop using Google from February 2013
Mail.ru Launches its own browser
Yandex Launches Own Browser to Fight Google

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