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How can you promote a brand in Russian Search Engines?



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Good day!

Today, one of the basic methods of promotion of goods and services all over the world is the Internet, and Russia is no exception. Mainly, the success of your sales is related to how easy it is to find your brand on the Internet.

Let’s speak about some of the specifics of Search Engines that should be taken into account if you are going to enter

Yandex, which was launched in 1997, is the leading popular Russian Search Engine. From 2011 it has used a Computer-Assisted Teaching method called “Matrixnet” which is able to calculate more factors during the search, with the effect that the quality of users search results has been improved.

Google Search Engine — world search leader, started its activity in the Russian market in 2006. This Search Engine regularly improves its search algorithm, and consideration of Russian morphology improved the quality of search results, which allowed it to take some Russian-speaking users from Yandex.

For a long time Mail.Ru used external Search Engines – Yandex and Google, while at the same time developing its own search method. Mail.Ru switched to its own system on July 1st, 2013.

Search in numbers: statistics

The strategy of brand and goods promotion depends on the search systems where you are going to work. Certainly, the main factor here is the market share of the Search Engine.

If we look at the market share of different Search Engines in the Asian market (China, South Korea and Japan), we can see the following situation:

About 65-80% of the Chinese market belongs to the national Search Engine system Baidu.

Nearly 90% of requests in South Korea are made to local Search Engines - Naver and Daum.

The Japanese leader is American Yahoo!, whose share is almost 53%, and Google, which has roughly 40% of the market.

The Russian audience is basically divided between two Search Engines: Yandex and Google.

Their total market share is 87.6% (as of 15th of September). Yandex has 54 %, Google with 33.6 %. Поиск@Mail.Ru ranks third and has a 9% market share.

Below you can find more detailed statistics about the connections of search engines to different Russian language sites for August and September, and general data for 3 months.

However, to start promoting your brand, it is not enough to know only the shares of Search Engines (it does not give you data about your goods or services demands). To determine the size of demand, let’s speak about the following method:

Search in numbers: service

The service of selection of words from Yandex gives you the possibility not only to select a request, but also to value the interest of the audience in goods and services. For instance, if you want to sell tea, you should select some key words that are relevant to the request “green tea”.

Requesting this in the search system we can see the data: the amount of queries made in Yandex last month for the key word “green tea” was 19,799.

If we request the more general phrase “tea” we can see all connected requests in addition to statistics on users additional searches.

Depending on the quantity of queries in a month, we can make a conclusion about the volume of product demand, specifying probable requests of users, which helps you in planning Internet promotions.

For instance, if we review the search statistics of the key search “puer”, we can see that it has more requests, than the key word “green tea”.

Types of promotion in Search Engines:

Search promotion:

The easiest and relatively cheapest method of brand promotion on the Internet is seo-optimization. Its goal is to place the site at the top of the search results according to key words.

Using the right method, search engine promotion gives you the following results:

  •  Increase of quantity of visitors to the site— traffic from search engines increases with the rise in position in search results.
  •  Increase of brand recognition— the higher your position in search of profile requests, the higher your competitiveness.
  •  Sales growth— target traffic that is interested in product/service purchase, visits your site.

Search engine (contextual) advertising is a type of advertisement that is shown to the user according to the content of the page. This kind of advertisement is also placed on the pages of Search Engine systems and on thematic pages.

Search engine advertising campaign:

  •     Promotes goods and services, if search optimization is not effective for any reason;
  •     Increases sales of your goods and services — for this you need to select key words correctly and exclude non-pertinent queries.

Contextual and media advertising

Contextual and media advertising is analogous to text contextual advertising. It is shown to users according to content but as a banner – static or animate.

This advertisement gives you good results if you need to:

  •     Raise brand popularity;
  •     Achieve a stable correlation between a specific subject and your brand;
  •     Bring new products to market;
  •     Get short-term promotion results.


Principles of pricing in contextual advertising

Two parameters are used to determine the price of contextual advertising: rate and quality.

Rate is the maximum cost of a click, display or advertisement conversion, i.е. how much you can pay for one of these actions.

Quality is the relevance of your advertisement to the key requests of contextual advertisement.

The more clicks of users on your advertisement, the higher your quality index.

Furthermore, for each query, systems of contextual advertisement such as Яндекс.Direct, or Google AdWords, have auctions comparing the rates with the index quality of different advertisements. The result will be an order of advertisement view for specific key words.

A high quality advertisement will reduce the rate, and your advertisement should achieve a higher position than one of less quality with a high rate.

Which factors have influence over site positions in Russian Search Engines?

The basic factors that should be considered for promotion are the same for the majority of Search Engines.

Important factors are:

  •     Unique text content — texts that are copied from sites of a similar nature, will not place you in first position in searches. Therefore, it is recommended to have only original content on the site;
  •     Key words in meta tag titles, headings <H1> & <H2>, and also in the URL page in basic text — it is necessary to keep to the recommended percentage of receipt of key words. For Russian language sites, a period of 5-7% is optimal.
  •     Link building — i.e. the quantity of links to your website from other sites. The most valued have popularity, authority (opinion leader), relevance of site theme to links and quantity of links, as too many can have a negative effect on promotions.

The factors, as a percentage, that have influence over search ratings, are set as follows:

What modern requirements are set by Russian Search Engines for sites?

For successful promotion in Russian language Search Engines it is necessary to have a focus on site visitors: the higher the level of relevancy of information to users’ expectations, the higher the site’s position in search results.

Entry into the Russian market: 5 steps to success

If you are going to promote your goods and services on the Internet in Russia, there are some steps that should be taken to ensure the successful entry of your brand into the Russian market.

Let’s take a look at a summary of them:

Step 1: value the market size

The use for this Yandex tool — search statistics service —, is as described previously.

Step 2: create a site

Business card website or online shop — it depends on the specifics of your business.

Step 3: fill your site with unique content

The volume of search traffic expands every year, and as such, the cost of attracting every new visitor comes down. But this is possible only if you have interesting and useful content.

Step 4: optimize your site under search requests

Be concerned about the satisfaction of visitors to your site with search results, and your brand will be at the TOP of the search results.

Step 5: use contextual advertising

Create relevant advertisements and increase the clients flow to your site for minimal cost.

Final step: success

If you get it right, then the Russian market opens up the attractive prospect of growth and development for your business, and, certainly, revenue!

We would like to bring your attention to the White Paper 'Digital marketing in Russia 2015. Finding your customers on the internet in Russia — how to go about this'. You can download it for free on the link below:

Best regards,

Vadim Tylik

Russian Digital Market Overview 2020

Complete Guide to Create a Digital Marketing Strategy in the Russian Market

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About the Author

Ksenia Kuznetsova is the Editor of the Blog about Successful Marketing Strategies in Russia. She has been working at RMAA Group as a Assistent of Client Service Director since 2015. Ksenia has experience in planning and carrying out of advertising campaigns for foreign companies in Russia.

Author Ksenia Kuznetsova
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