With over 102 million internet users, equivalent to 71% of the population, Russia comes in at sixth place when looking at internet population size worldwide.
With such a massive online population, Russia is understandably an attractive target market for many businesses considering expanding internationally.
While the business opportunities presented by Europe’s largest internet market are intriguing indeed, marketers must grasp the complexity of the digital marketplace in Russia in order to succeed there, because the online landscape truly is a one of a kind; Russia is one of the few countries where Google doesn’t rule the roost, with local search engine Yandex successfully keeping the global search leader at bay.
This blog post will teach you about the most popular Russian search engines and what you need to know about them in order to succeed.
Russia is an unusual country in that it is one of the few where Google does not dominate. Instead, local search engine Yandex tops our list of the most popular Russian search engines, with a 54% market share. Yandex has a wide range of digital marketing products for SEOs and advertisers, on par with Google in quality and quantity.
Yandex Webmaster is equivalent to Google Search Console and provides a range of data including clicks, impressions and click-through rates for snippets. It also includes many tools including robots.txt analysis, a sitemap validator, server response check, URL deletion, an audit for mobile compatibility, an XML validator and a structured data validator.
Yandex also offers an advertising platform called Yandex Direct. Yandex Direct displays contextual ads to people searching for relevant keywords online. You can get a more in-depth understanding of how to run a successful Yandex PPC campaign by accessing our free guide below.
Google is the second most popular of the Russian search engines, with a 42% market share. Accounting for over four in ten online searches in Russia, Google is still an important search engine to utilise if you are targeting a Russian audience. You should be aware, however, that Google’s share of the Russian search market is currently falling, after recently losing an anti-trust legal battle in the country.
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