SEO or Search Engine Optimizaton is defined by Wikipedia as the process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as «natural», «organic», or «earned» results. In general, the higher ranked on the search results page, and more frequently a site appears in the search results list, the more visitors it will receive.

Nowadays, we might say the main SEO key players are:

  • Google
  • Yandex (Russian speaking markets)
  • Baidu (China)
  • Seznam (Czech Rep)


Source: Arkady Borkovsky

Does it mean that we should rely on a single search engine and ignore others in our internet advertising strategy? Not exactly. For example, about 60% of the Russian Internet market belongs to Yandex, while still a significant share of 30% is controlled by Google. So in case of Russian speaking markets the best results are reached, when online campaigns (eg SEO) are simultaneously run in Yandex and Google. Furthermore, a search engine is characterized by its own mechanism, which differs from SEO mechanism of rival search engines.

International SEO campaigns in Google, Yandex and Baidu – FAQs

Why is it important to be placed within top ten in Google and/or Yandex?

As research shows, if a company is ranked lower than the 2nd Google page, we might say the company is #1 loser. A test that has been made on 8 mln clicks shows that more than 94% of users click only on the first page results, and less than 6% continue clicking on to second page results.

Moreover, in some industries such as eg lawyer corporations, any other kind of online advertising except for SEO campaigns, is not advised and not prestigious, particularly in context of online branding.

Are there significant SEO differences between Google and Yandex search engines?

Yes, the differences are significant. It is clearly noticed when during online campaigns we analyze a company’s website positions and visibility, as well as competitors’ positions and visibility in both search engines.

Is it possible to implement SEO campaigns only on Google, but not Yandex?

If we mean Russian market, then based on our experience and knowledge, we might say that, if a company would like to export its product or service, reach any other export goal and effectively do its business in Russia, then internet advertising strategy should be designed for and launched in Yandex firstly. Yandex market share is estimated to reach more than 65%, so you cannot simply ignore that key player in the Internet advertising.

SEO campaigns implemented in Google search engine, as the option, and to reach maximum volume of perspective users or customers, might be added at the same stage or the next.

Our company has made a decision to start international SEO campaigns. When can we expect top positions?

Generally SEO is not a quick two penny online marketing tool. Reaching top SEO positions depends on many factors such as domain age and its history, positions of branch competitors, technical webpage aspects and so on. The first noticeable results might be received within 3-6 months of online campaigns, if right onsite/offsite and technical changes have been made.

More recently SEO experts underline that best results are achieved, when in particular complex strategies and SEO activities are permanently being implemented on a business web page.

Our company comes to a decision to start SEO campaigns in global markets. Will we be forced to implement lots of changes on a company’s website?

We are aware that it is not always possible to implement all technical, onsite/offsite changes that will have significant positive impact on results of search engine optimization. But it is highly recommended to apply maximum number of our proposals to be able perfectly meet Yandex or Google requirements.

Our company would like to run SEO campaign that is dedicated only for a single region, but not the whole country. Is it possible?

If you would like to run online advertising campaigns and reach your prospective clients only in particular region (eg only Moscow or Berlin city) we would advise considering PPS campaigns (more about pay per click campaigns)