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Each search engine has its own characteristics in evaluating sites, which directly affects ranking. For example, Yandex pays special attention to behavioral tags, while Google focuses on the updateability and value of content, as well as the quality of the link profile.
Experts share their opinions on the key differences in SEO promotion in Google and Yandex, and also consider the main factors influencing ranking in these systems.
Behavioral factors characterize user activity on the site, for example, click-through rate in search results and the percentage of conversions. Behavioral factors are divided into:
Yandex attaches great importance to behavioral factors. However, there is a risk of using gray and black methods to manipulate these indicators.
For Google, behavioral factors play a less significant role. What matters most to him is the usefulness of the content, the quality of the links, and a positive user experience. This makes the system more difficult to manipulate.
Information pages should remain that way without overloading them with commercial keys. To attract commercial traffic, it is better to use CTA (call to action) elements, competent linking and marketing automation.
Frequent use of keywords can lead to pessimization of the site, so excessive text optimization aimed at keyword inclusion may not be effective for commercial pages.
For Yandex, it is critical to divide semantics into segments, but Google is more loyal to mixed pages, and many foreign sites use a hybrid approach to content types.
There are new algorithms that evaluate site speed (Core Web Vitals) and ensure user safety. This is especially important for topics that involve health or financial risks (medicine, finance, etc.).
Core Web Vitals are metrics that evaluate the performance of a website. For both Google and Yandex, these metrics are important for improving user experience and increasing the site’s position in search results.
Google has improved its E-A-T algorithm to include the additional dimensions of Experience, Expertise, Authority and Trust (E-E-A-T). This means that the site must demonstrate experience, expertise and credibility, which can be proven through ratings, reviews and certifications.
It is also important to consider the YMYL (Your Money or Your Life) algorithm, which concerns sites that affect the health or financial well-being of users.
The presence of links from other authoritative resources signals to search engines that your site is trusted. However, approaches to link factors differ in Google and Yandex.
The following are important for Yandex:
For Google, thematic relevance, authority and naturalness of links, as well as parameters such as:
The uniqueness of content is important for both systems, but each search engine evaluates it differently. Google focuses more on quality and updated content. While Yandex may criticize a site for having errors and typos, Google is more lenient if the content is useful.
Yandex also checks content for uniqueness, and sites that use similar elements and content often appear in the TOP. Google is less likely to allow such situations.
Commercial pages, as a rule, contain less text and more elements aimed at making purchases: products, prices, region selection, etc. Yandex gives preference to these commercial factors and actively evaluates them. However, even if a site occupies high positions in Yandex, traffic may be limited due to the fact that the search engine’s services fill the first page of results.
Google ranks pages as a whole based on their quality. For this system, it is important not only the presence of the “Buy” button, but also how well the solution to the user’s problem is presented on the page.
Yes, it's possible. For example, texts on product pages can help improve rankings in Google, but worsen results in Yandex.
Although search engine algorithms have become more similar in general, there are still differences in approach. Yandex tends to be more straightforward in assessing factors such as content uniqueness, commercial and behavioral aspects. Its search results are often filled with its own services, which makes it difficult to get to the top. In turn, Google is more focused on the usefulness of content, user behavior and site quality, which makes it more flexible in terms of SEO optimization.
If you need advice on SEO promotion, write to the SEO studio with any questions at info@seo.computer.
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