Kazakhstan SEO and Paid Search Tactics for Successful Optimisation

Search engines are an integral part of the modern digital landscape. They serve as a primary source of information, a tool for shopping, and a means of solving everyday tasks. For businesses, these systems open up vast opportunities in marketing and advertising: SEO optimization, launching ad campaigns in search, and utilizing partner platforms.

Kazakhstan is a relatively new player in large-scale digital marketing, with local companies only recently beginning to actively develop in this field. Therefore, it is crucial to monitor trends closely and respond promptly to them.

Global Search Engine Market

Experts predict that global spending on search advertising will reach $316.30 billion in 2024. The average advertising expenditure per internet user in the search advertising market is estimated at $55.53 for the same year.

One of the key trends in search advertising is the shift towards mobile devices. This channel is growing in popularity daily, and advertisers across all industries are now heavily focused on it. Nearly all companies, at a minimum, consider mobile traffic, and many are prioritizing it entirely.

Another global trend is the rising popularity of voice assistants. The global voice recognition technology market is expected to reach nearly $50 billion by 2029. Currently, Siri, Alexa, and Google Assistant dominate worldwide, while in the CIS, Yandex’s Alice is also widely used.

Kazakh Search Engine Market

In Kazakhstan, Google remains the undisputed leader among search engines. However, Yandex is steadily gaining ground. In 2024, Google accounted for 75.8% of search queries (a 16.5% drop from 2023), while Yandex grew to 23.2%. Only 0.7% of users turned to Bing, with the remaining share using other services.

Yandex’s rising popularity can be attributed to its active integration with local services such as maps, delivery platforms, and marketplaces. Another key factor is its adaptation to the Russian-speaking audience. It's important to note that Kazakhstan officially has two state languages: Kazakh and Russian.

The conclusion is clear: to attract the Kazakh audience, leveraging both Google and Yandex effectively is essential, selecting the best options for each platform. Let’s explore the advertising opportunities offered by these search engines and how brands can use them to succeed in the region.

Google Search Network in Kazakhstan

Google is a global search engine that holds a leading position in many countries, including Kazakhstan. Its algorithms are constantly evolving, and its ecosystem offers a wide range of tools for users and advertisers.

Advantages:

• Large audience and global reach.

• Advanced SEO algorithms.

• User-friendly advertising tools: Google Ads and Google Analytics.

• Excellent geolocation capabilities through Google Maps.

• Integration with YouTube, providing advertisers with additional opportunities.

Disadvantages:

• High competition in search advertising.

• Limited integration with local Kazakhstani services.

• Expensive advertising costs.

Search Advertising

The primary advertising format in search is paid advertising, i.e. text ads that appear on the search results page after queries are entered. This type of advertising can be configured in Google Ads, targeting specific audiences by geography, interests, language, and other parameters. Performance can be tracked through Google Analytics.

Another key aspect of Google search is organic SEO. A website’s ranking in regional search results depends on the quality of its optimization. Additionally, the status of the domain and the amount of content play a significant role in organic promotion. Older domains with more original content tend to rank higher in search results.

In comparison, Yandex places less emphasis on domain age, allowing newer websites to gain visibility in search results more quickly.

Top search results for the query ‘legal assistance Astana’

YouTube Ads

YouTube is one of the most popular video platforms in Kazakhstan. From a marketing perspective, targeted advertising within the platform (launched via Google Ads) offers a convenient budget optimization system based on clicks and actual full ad views.

You can place:

• Ads before or during videos in the player.

• Banners and pop-up suggestions within the video.

This type of advertising is ideal for creating vibrant and memorable campaigns. Advertisers also have the option to target based on interests, age, and other parameters. It is worth noting that this form of promotion is currently Google’s most effective tool for brands in Kazakhstan.

Google Display Network

The Google Network spans millions of websites and apps, offering opportunities to display graphical ads. This functionality allows you to attract the attention of both new audiences and people who have already shown interest in your industry or product.

The primary drawback is the cost per click and the lack of support for creatives in the Kazakh language. As a result, this format is better suited for global campaigns rather than local ones.

Google Merchant Center

This tool allows product cards to be displayed across multiple Google services, such as search results, maps, YouTube, and others. It is a convenient solution for online stores, as users can immediately see product photos, descriptions, and prices.

The downsides include the lack of support for the Kazakh language in ad messages and a more global reach without detailed localization within the country.

The primary and sole advantage is the vast number of users in the Google search network, providing a significant chance for the brand to be noticed directly from the search results page.
 

A selection of stores for the query ‘buy iPhone 16 Pro Max’ in Google search results

Yandex Search Network in Kazakhstan

Yandex is the largest search engine in the Russian-speaking segment, rapidly gaining traction in Kazakhstan. Beyond search, Yandex offers an extensive ecosystem of services for users and advertisers, including maps, taxis, delivery, marketplaces, Kinopoisk, and other platforms, making it highly appealing to the local market.

Yandex has over 14 million users in Kazakhstan. Every day, more than 2 million residents use the search engine, and one in seven users submits queries in Kazakh (up to 15% daily).
 

Advantages: 

• Deep integration with its own services tailored to Kazakhstan.

• Kazakh language support.

• Ad targeting options on search results pages, marketplaces, and Telegram.

• Easy handling of Russian-language content and Kazakh language support.

• User-friendly advertising tools via Yandex.Direct.

• Advancing neural networks for improved search relevance.

• Lower advertising costs.

Disadvantages: 

• Smaller market share compared to Google.

• Limited reach of English-speaking audiences.

Paid Search Yandex

Paid advertising via Yandex.Direct is effective for reaching a wide audience. Ads can appear in search results, on partner websites, in apps, and across other Yandex services. They are targeted based on user queries, location, interests, and device type. The cost per click is determined automatically, meaning advertisers pay for clicks, not impressions.

Kaspi Travel advertisement on the Yandex search page

Main formats of contextual advertising:

• Search ads, which appear in search results based on keyword queries.

• Thematic ads displayed based on user behavior and the topic of the webpage.

• Banner ads and announcements, aimed at increasing brand awareness or driving sales.

The cost of advertising depends on the niche, region, and campaign parameters. For budget estimation, Yandex offers the "Budget Forecast" tool. Unlike Google, Yandex.Direct allows for more precise targeting of the Kazakhstani internet segment.

Banner Yandex Ads

Graphic ads launched through Yandex operate both in search results and across partner websites (over 200 platforms). This extensive network of services provides significant opportunities for audience segmentation based on interests.

Advertising on the Dzen main page (Yandex search)

Telegram Ads

One of the most popular messengers in Kazakhstan is Telegram. Yandex enables the launch of ads displayed in Telegram channels with audiences matching the desired targeting settings. This is a more accessible option compared to working directly with Telegram Ads. Additionally, the Yandex advertising dashboard offers a convenient and user-friendly way to select the preferred channel themes for displaying advertisements.

Example of displaying paid social ads in a Telegram channel

Video Yandex Ads

This solution enables interaction with millions of users. Video ads are displayed across Yandex's partner sites, including Kinopoisk, a platform popular in Kazakhstan.

Main video ad formats:

• InStream video: Shown before, during, or after the main content.

• OutStream video: Embedded within webpages.

• Interstitial video: Displayed in mobile apps between content transitions.

• Rewarded video: Used in gaming apps, where users receive a bonus for watching the ad.

Marketplace Advertising

Yandex facilitates product promotion on popular marketplaces like Ozon and Wildberries, which are actively operating in Kazakhstan.

The system automatically generates ads based on product data from the brand's store. Advertisers can choose to pay for purchases, engaged clicks, contact views, or messenger interactions.

This is an efficient solution for sellers looking to automate promotion and optimize advertising on marketplaces.

Why Consider Search Engine Specifics?

Each search engine offers unique opportunities for advertisers and has its own specific advantages. For instance, Google excels in global campaigns and geolocation, making it indispensable for businesses aiming for broad national coverage without segmentation by cities. Yandex, on the other hand, provides significant advantages when working with Russian and Kazakh content and integrates seamlessly with platforms popular in Kazakhstan.

For SEO, Google remains the optimal choice due to its advanced algorithms. However, Yandex delivers excellent results for local queries and is more forgiving toward new websites.

Additionally, using Yandex for advertising offers expanded targeting options in Telegram and on marketplaces, making it particularly relevant for businesses focused on the domestic market.
 

Let's summarize

For successful promotion in Kazakhstan, it is effective not to rely on a single resource but to adopt a comprehensive approach that leverages the strengths of each search engine. Google is ideal for reaching a broad audience and implementing global strategies. Yandex is advantageous for local campaigns, working with Russian-language content, and targeting on its platforms. Bing can serve as a complementary tool for specific tasks and niche goals. Another option is programmatic solutions, which consistently deliver successful results in the Kazakh market.

RMAA is always ready to provide your brand with the most effective promotion strategy in Kazakhstan and beyond. To get in touch with our manager, please fill out the contact form.

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