About the impact of an organization card in a directory on SEO

Why do you need an organization card?

An organization card in the directory helps create an independent ranking in search engines in various categories. It also affects the ranking of sites, appearance on maps, and can affect the effectiveness of contextual advertising. The importance of the card also lies in increasing the likelihood of a positive purchasing decision on your site.

What benefits does an organization card provide?

For the owner of the organization this is:

additional source of traffic;
the opportunity to stand out among competitors;
the ability to collect independent feedback and adjust the organization’s work;

For users this is:

an opportunity to get to know the organization better (see photos, read reviews);
the opportunity to choose the best organization according to the rating;
the ability to leave both positive and negative feedback;
the ability to add information, clarify data or upload photos.

For a search engine, this is an opportunity to collect data about organizations and take them into account when generating results.

How does Yandex measure efficiency?

Yandex monitors the completeness of filling out an organization's card, the number of reviews and ratings, as well as the final rating. This data is used to formulate rankings of organizations and can also influence search rankings.

Completeness of filling

The card must be carefully filled out by both the owner of the organization and specialists. It is important to indicate:

information about the organization (address, name, type of activity, operating hours, contact details);
logo and photographs;
details (TIN, legal address, OGRN);
price list (this is a product catalog that can be uploaded to the system).

Reviews and ratings

Reviews and ratings are accepted only from real users. Yandex monitors to ensure that they are not cheated. Moderation of reviews is carried out taking into account that the user is active, physically visits the organization and is in geographical proximity to it.

How to encourage more reviews:

sending mailings asking for feedback;
offering material bonuses for reviews (discounts or cash rewards);
placing promotional materials in places where customers can leave feedback;
including requests in emails.

How do completeness and ratings affect the performance of contextual advertising?

When searching for certain queries, Yandex may display advertisements, including in the form of insets. Insets appear in search results and include highly rated organizations, as well as those that use contextual advertising.

How do completeness and rankings affect a site's position?

Yandex has increased the influence of rating factors in the directory on ranking since October of this year. Organizations with a rating of 4-5 points often rank higher in search results.

In order to evaluate the impact of rankings on positions in search results, you can analyze the results for a large sample of sites. Research shows that sites with a high rating (4 points or more) have 35% better results than sites without a rating.

Frequently asked questions regarding organization ratings

Can I write a review myself and post it?
No, you cannot write a review for your organization. Reviews from owners are blocked.

Where to leave a review?
Type the name of your organization in Yandex search, the organization card will be displayed on the right where you can leave a review.

Can I ask friends to leave reviews?
Yes, this is allowed. However, it is important to remember that reviews should be from real users and not from fake accounts.

How to delete a review?
It is impossible to delete a review. However, you can file a complaint about an inappropriate review through the card management interface.

If you have questions about SEO promotion or setting up an organization card, you can contact the SEO studio "SEO COMPUTER" with any questions by email info@seo.computer.

ID 7328