While interest in the Russian speaking Internet is steadily growing, more businesses are exploring efficient ways of reaching the Russian speaking audience online. I’m going to take a closer look at the very relevant and controversial topic of SEO and marketing on Runet. I find it exciting because all successful businesses strive to be at the top of search engines results. No doubts, it’s important to secure the best spot in search rankings. Especially, if the company is targeting a foreign market and has to compete with local businesses. Surely, there is a big difference between Search Engine Marketing with Google and Yandex, the largest search engine in Russia and the particularities are not restricted to language itself. I call the topic of search engine marketing in Russia controversial because I heard a few opinions about some unethical tactics companies use while implementing Russian Search Marketing techniques.
I’m trying to find a Russian-based SEO agency to write a post on my blog about the state of SEO, and hopefully this will cover the topic in the near future with more professional insights. In the meantime, I asked my friend Veronika Jermolina who has done some SEO work on the Russian Internet to share her experiences on my blog. Although she may not be an expert, she has a completely independent point of view. This is what she had to say:
“For the past two years I have been working in the usability industry in the UK. In the last 6 months I have taken a keen interest in SEO, mostly through reading and working on optimising a website of a log house construction company for the Russian market. Although I am by no means an expert, I have noticed several differences between the attitudes towards SEO in the UK and Russia.
1. Use of ‘black hat’ methods of SEO
The worst offenders of using these ‘black hat’, or dodgy methods are companies who want to rank highly for competitive queries, such as ‘log houses in Moscow’. For example, link exchange schemes when site A places a link to site B in return for site B placing a link to site A. Another technique that is common in Russia is paid links, when an authoritative website or blogger is paid for placing a link to a website. Don’t get me wrong, I’ve seen serious businesses use this technique in the UK too, but the use of these techniques in Runet is in my opinion absolutely atrocious.
Such techniques, if discovered, are penalised by search engines. They are also counter-productive for the web as a whole. Due to manipulated ratings the user is not given the best result for his/her query. Further, this effort quickly becomes fruitless if the user exits the site immediately due to its poor content.
2. SEO viewed as a part of user-centred and persuasive design
In Russia SEO is definitely seen as one of the most important success factors for a website. In the UK the concepts of usability and user centred design are much more advanced and seen as a priority. Rather than ranking well in search engines the concern is often about being able to deliver relevant, persuasive content and functionality.
3. Lack of research
SEO in itself is a bit of a black box in a sense that no one really knows how search engines work. If people did, it would be too easy to use this knowledge to manipulate and compromise results. However, it is possible to gain a better understanding through changing variables and observing how they affect ranking over time. There are plenty of resources available to English-speaking audiences, for example SEOmoz. One problem I did come across was the lack of research in Russian, specific to Russian audiences. For example, how does transliteration affect the results?”