Yandex and Baidu are two of the biggest non-US search engines. Baidu is the second largest search engine in the world after Google and Yandex is the fifth largest search engine worldwide after Google, Baidu, Bing, and Yahoo!.Yandex is the largest technology company in Russia and the largest search engine on the internet in Russian with a market share of over 52%. On the other hand, Baidu is the biggest search engine in China with more than 76% share in China’s search engine market.
Both of these search engines are important for marketers because significant portion of traffic on both of these search engines use English language search queries. Both of these search engines are very important for marketers around the world, and hence this piece has been put together to analyse Yandex SEO and Baidu SEO. Let’s get started.
Yandex SEO Guidelines 2020 To Follow
Content is king
Yandex pays a lot of attention to quality content. It also prioritizes websites that provide complete answers to queries. It further penalizes content which is not up to the standards. The key guidelines to follow in Yandex SEO 2020 is to stay away from plagiarism, spammy content, and duplicates. Another key guideline is to build a user-friendly structure and update it continuously with quality content that provides value to the visitors and readers.
Target group’s location
Yandex plays a lot of importance on geo-targeting, as it offers two types of searches:geo-dependent and geo-independent. As the name implies, Geo-dependent searches focus on localized products and services while Geo-independent searches are those which can be relevant to anyone, regardless of its location. Once you state your target regions through Yandex Webmaster Tools, it will ensure that region-specific target audiences find the information they’re looking for.
Backlinks are not as important for ranking on Yandex, as they are on Google. In contrast, Yandex heavily emphasizes on examining user-engagement metrics to determine the quality of content. Yandex has features that will let you analyze how users coming to your website are engaging with your content, giving you valuable insights that you can use to optimize the overall user experience. So a key guideline for Yandex SEO is to enhance the user experience so that more people are encouraged to engage with your site. If and when more people engage with your site, the higher you’ll be on Yandex search results.
Yandex takes meta tags a lot more seriously than Google does. If you don’t get your meta tags, title and description tags, URLs and canonical tags, right then you might have to face some consequences. It is advisable to stick with a 60-character range for titles and 160 characters for descriptions. Quality is the key in both of them as automatically generated text runs the high risk of being penalized. Yandex much like Baidu values meta keywords so it is imperative on your part to have a few target keywords on each page.
No trash links
As per Yandex SEO guidelines 2020, it doesn’t consider backlinks as a ranking factor. User engagement is more important than backlinks for ranking on search engines. Your focus should thus be on cross-linking and user engagement. This means to say that if you have decided to include links into your website, make sure that they are interesting and engaging. Higher engagement means higher traffic and higher rankings.
Baidu SEO Guidelines 2020 To Follow
Even content with fewer backlinks can outrank competitors if the content is high-quality and has simple keyword targeting. This for websites that are already ranking well on Baidu. For new websites, it can take 6 months or longer to build their online presence. Baidu favors new content more than other search engines, including and especially Google. Plagiarism is punished and unique content provides the platform for better rankings. So the key guideline in Baidu SEO 2020 is to produce high-quality content as it has been seen from many search engines that Content is and remains king. There is also a way of ensuring that your content isn’t copied by others if you through Baidu’s Webmaster Tool.
As more than 90% of all internet users in China use mobile, it is imperative that you optimize your website to provide the same experience on mobile phones as it does on desktops and personal computers. Baidu comes down heavily on sites that have a poor user experience, so you need to make efforts to ensure that your website offers a splendid experience on all devices and browsers.
Appropriate tags and descriptions
No excessive ads
Another important guideline is to not have excessive advertisements on your website as Baidu has recently begun banning such websites. This has been done to ensure a superior user experience. Further, even if it wasn’t banned by Baidu, you shouldn’t have done so, because pop up ads, in general, have never been liked by Chinese users. As per Baidu SEO guidelines 2020, only full-screen ads are allowed for mobile users and that is where your focus should be. Other key reminders are to not use in-text ads, not to use pop up and floating ads.
Chinese Social Media
Global marketing tactics aren’t likely to work in China so when in China, do like the Chinese do. Social media is a great way to engage with prospects locally and the same holds in China. Besides that, the Chinese social media is a little different as most of the popular social media platforms of the world like Facebook, Instagram, Twitter, Google+ and YouTube are banned in China. Thus, you need to make your online presence on Chinese social media platforms like WeChat, Tencent QQ, Douban, Sina Weibo, Zhihu, Toudou Youku and Momo. This way you will be able to engage with your potential customers on a deeper level and it will also help you in understanding the preferences and buying habits of Chinese buyers.
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Both Yandex and Baidu are dominating search engines in Russia and China respectively and are of vast importance for anyone who wishes to market in those areas. Both Russia and China collectively have hundreds of millions of users and hence it is advisable to take these two search engines seriously, for anyone who is trying to make inroads in such markets. Both Yandex and Baidu have their strengths and weakness but each has easily follow able guidelines to get the best results.