{"id":52256,"date":"2015-12-03T08:15:58","date_gmt":"2015-12-03T07:15:58","guid":{"rendered":"https:\/\/www.humanlevel.com\/sin-categorizar\/como-posicionar-una-tienda-online-en-yandex.html"},"modified":"2015-12-03T11:02:00","modified_gmt":"2015-12-03T10:02:00","slug":"how-to-position-an-online-store-in-yandex","status":"publish","type":"post","link":"https:\/\/www.humanlevel.com\/en\/blog\/seo\/how-to-position-an-online-store-in-yandex","title":{"rendered":"How to position an online store in Yandex"},"content":{"rendered":"<p>Previously, we had highlighted the main <a title=\"Go to the article on the differences in SEO between Google and Yandex in the Human Level blog\" href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/differences-between-google-and-yandex\" target=\"_blank\" rel=\"noopener noreferrer\">differences in positioning between Google and Yandex<\/a>. We have seen that, although similar in their objective, the Russian search engine took into account some specific characteristics when displaying certain websites among the first results. With this article we intend to delve into a more specific type of website: <a href=\"https:\/\/www.humanlevel.com\/en\/industries\/e-commerce\">online stores<\/a>.<\/p>\n<p><strong>Business relevance is a term coined by <a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/yandex\">Yandex<\/a> specialists in 2013 to determine the <em>ranking<\/em> of an online store<\/strong> from a user&#8217;s point of view and based on many factors, among them being:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/usability\" target=\"_blank\" rel=\"noopener noreferrer\">Usability<\/a> of the e-commerce platform.<\/li>\n<li>Ease of ordering.<\/li>\n<li>The confidence the site conveys.<\/li>\n<li>Store design (including menu navigability).<\/li>\n<li>The service offered by the company.<\/li>\n<li>Real-time customer service.<\/li>\n<\/ul>\n<p>In general terms, these are the points Yandex looks at when positioning an online store. As you can see, their demands are nothing fancy, nor do they try to defy logic to make our lives more complicated. We will now look at<strong> the specific aspects of commercial relevance that we should implement from the beginning to improve our chances of <a title=\"View Human Level Communications' international SEO service\" href=\"https:\/\/www.humanlevel.com\/en\/seo\/international\" target=\"_blank\" rel=\"noopener noreferrer\">positioning a service or an online store on the Russian market<\/a><\/strong>. From the point of view of content:<\/p>\n<h2>Contact information<\/h2>\n<p>One of the basic recommendations is to specify the contact details of the company or service in the <em>header of<\/em> the website: mainly the telephone number and the location or address.<\/p>\n<figure id=\"attachment_22971\" aria-describedby=\"caption-attachment-22971\" style=\"width: 892px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" class=\"wp-image-22971 \" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/e-xpedition.png\" alt=\"The header of the Russian online store e-xpedition.ru\" width=\"902\" height=\"295\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/e-xpedition.png 1072w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/e-xpedition-400x131.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/e-xpedition-754x247.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/e-xpedition-900x295.png 900w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\" \/><figcaption id=\"caption-attachment-22971\" class=\"wp-caption-text\">The header of the Russian online store e-xpedition.ru. Includes contact telephone numbers and locations.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>With this, we should not forget to dedicate a much more complete &#8220;Contact us&#8221; page, where it is recommended to include:<\/p>\n<ul>\n<li>If you have a physical store or franchises, their mailing address. It also doesn&#8217;t hurt to add an interactive map using the <a title=\"Go to Yandex.Maps\" href=\"https:\/\/yandex.com\/maps\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yandex.Maps<\/a> widget.<\/li>\n<li>Phone numbers, emails, links to social networks, and even the possibility of contacting the company through instant messaging such as WhatsApp or Telegram.<\/li>\n<li>Working hours.<\/li>\n<\/ul>\n<p>The use of Schema.org microformats is also recommended for the creation of rich snippets of the online store in search results.<\/p>\n<h2>About the company<\/h2>\n<p>Another important aspect to consider is the &#8220;About&#8221; section. In it we can briefly describe what we do, the history or origin of the store, and the area of business to which our trade or service is dedicated. <strong>It is also recommended to include photographs to improve our online credibility<\/strong>. Present your business! Share your enthusiasm and the reason why you have decided to dedicate yourself to it.<\/p>\n<figure id=\"attachment_22968\" aria-describedby=\"caption-attachment-22968\" style=\"width: 892px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" class=\" wp-image-22968\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/2015-11-18_1211.png\" alt=\"About the company\" width=\"902\" height=\"776\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/2015-11-18_1211.png 1020w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/2015-11-18_1211-400x344.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/2015-11-18_1211-754x648.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/2015-11-18_1211-900x774.png 900w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\" \/><figcaption id=\"caption-attachment-22968\" class=\"wp-caption-text\">About the company&#8221; section of the online store of household appliances holodilnik.ru<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2>Payment, shipping and return information<\/h2>\n<p><img loading=\"lazy\" class=\" wp-image-22959 alignleft\" title=\"Yandex.Delivery, a logistics service specially developed for online stores\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/boxyandexdelivery.png\" alt=\"Yandex.Delivery, a service specially developed to facilitate the logistic aspect for online stores\" width=\"150\" height=\"150\" \/>On this page we will describe in detail the methods of payment, the regions to which we ship, types and delivery times, and the costs involved in each. We will inform the customer about the possible ways of return and refund in case they wish to do so. Again, it is recommended to make use of an interactive map so that you can see at a glance which regions your store works with.<br \/>\n<strong>And a tip: if your online store is based in Moscow, this year Yandex has launched a new service under the name<\/strong> of <strong> <a title=\"Go to the Yandex.Delivery page (in Russian)\" href=\"https:\/\/yandex.com\/dev\/logistics\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yandex.Delivery<\/a><\/strong>, an aggregator of transport companies that will help you ship your products from the capital to anywhere in Russia. The aim of this service is to facilitate the logistical aspect for online stores and to promote the use of e-commerce in Russia.<\/p>\n<h2>Information on products and services<\/h2>\n<p>To gain points in relevance and usability, it is convenient that all products have a file where we will add a concise but descriptive description of them, their price, as well as multiple images. It is also advisable to present a block in which related products will appear, as well as giving the user the possibility to comment, rate or write reviews of the products purchased in our online store.<\/p>\n<figure id=\"attachment_22969\" aria-describedby=\"caption-attachment-22969\" style=\"width: 892px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" class=\"wp-image-22969 \" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/letu.png\" alt=\"Product sheet of the Russian online store letu.ru\" width=\"902\" height=\"738\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/letu.png 1146w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/letu-400x327.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/letu-754x617.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/letu-900x737.png 900w\" sizes=\"auto, (max-width: 902px) 100vw, 902px\" \/><figcaption id=\"caption-attachment-22969\" class=\"wp-caption-text\">Product card of a Russian online perfumery, letu.ru<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2>Navigability<\/h2>\n<p>As for the navigability of the online store, Yandex takes into account the following points:<\/p>\n<ul>\n<li><strong>Hierarchical menu structure<\/strong>: main categories and product subcategories. <a href=\"https:\/\/www.humanlevel.com\/en\/digital-marketing-dictionary\/breadcrumb-trail\" target=\"_blank\" rel=\"noopener noreferrer\">Breadcrumb navigation<\/a> makes it easy for the user to find what they are looking for.<\/li>\n<li><strong>Internal web search engine using keywords and product filtering by characteristics<\/strong>. It is positive for Yandex that you give an extra point of usability to your online store by providing users with an internal search engine where they can search for specific products filtered by their characteristics and keywords.<\/li>\n<li><strong>It is also recommended to eliminate advertising in the form of banners or pop-up windows<\/strong>, especially of the type that interfere with the usability of the site and may generate distrust to the user. Likewise, advertising irrelevant to the business itself whose sole purpose is to monetize the website will also contribute to diminishing the commercial relevance of the site. Linking to the company&#8217;s <em>partners<\/em>, or affiliated companies is allowed.<\/li>\n<li><strong>Configuration of a version of the online store following <em>responsive design<\/em> standards<\/strong>, i.e. adapted to mobile devices.<\/li>\n<\/ul>\n<h2>Social networks<\/h2>\n<p>As we have already mentioned at the beginning of this article, <strong>one aspect that is considered very positive by Yandex is to include the social media links of your online store on the contact page<\/strong>. Well, this indication works both ways: mentions of your business and links from social networks give your online store popularity and help it climb up the <em>rankings<\/em>. Take care of your profiles on social networks, especially those where the density of your business&#8217; target audience is higher.<\/p>\n<h2>Other general recommendations<\/h2>\n<ul>\n<li><strong>Register in <a title=\"Go to Yandex.Market\" href=\"https:\/\/market.yandex.ru\/showcaptcha?cc=1&amp;mt=A20D672AB02F356A96D26653520EBB030AD9F9D72F9B68219863269DC016A4EB9C2A1E741BD984108B927D10607AA76F22AF652CD92582CA31FEDCCEE2C089E8036DD980B346189989BFCD94A0612F912A03E0303C5500C2C25054023D930FFF34E8C2BFFB78768E011C1C38CE&amp;retpath=aHR0cHM6Ly9tYXJrZXQueWFuZGV4LnJ1Lz8%2C_b809f0786565b125d2f9139f8c593f6d&amp;t=2\/1693985028\/3e37e69cbd415195b74da2c685564883&amp;u=d48312e5-f7154cdd-388d5cf1-3bc5d4cc&amp;s=f376ffd84f11438c2b6956eb4f5ea3c9\" target=\"_blank\" rel=\"noopener noreferrer\">Yandex.Market.<\/a><\/strong> User reviews about your business and its products will contribute to your online store being considered as a trustworthy site. <img loading=\"lazy\" class=\" alignright wp-image-22957\" title=\"Recommendations for Yandex to consider your online store as a trusted site\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/trustedecommerce.png\" alt=\"follow these recommendations for Yandex to consider your online store as a trusted website\" width=\"150\" height=\"150\" srcset=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/trustedecommerce.png 982w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/trustedecommerce-400x400.png 400w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/trustedecommerce-754x754.png 754w, https:\/\/www.humanlevel.com\/wp-content\/uploads\/trustedecommerce-900x900.png 900w\" sizes=\"auto, (max-width: 150px) 100vw, 150px\" \/><\/li>\n<li><strong>Use <a title=\"Read more about Yandex SEO tools on the Human Level blog\" href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/yandex-seo-tools-to-position-your-website-on-the-russian-market\" target=\"_blank\" rel=\"noopener noreferrer\">Yandex SEO tools<\/a><\/strong>, such as Yandex.Wordstat to define the list of keywords with the most potential for your e-commerce products or services; and Yandex.Metrica to track traffic to your online store.<\/li>\n<li><strong>Clearly establish the target audience of your niche market<\/strong>.<\/li>\n<li><strong>Capture your customers&#8217; attention<\/strong>: offer discounts and special promotions with their purchases.<\/li>\n<li><strong>Optimize your online store website<\/strong>: write titles up to 70 characters or 15 words maximum, and remember that Yandex still takes into account the <em>meta description<\/em> field for the relevance calculation.<\/li>\n<li><strong>Take care of the content of your online store<\/strong>. Remember that both in terms of optimization for Yandex and to improve the user experience, it is important that your content is correctly translated or written in Russian. The mistake is often made of using English as the international catch-all language. If you really want your online store to succeed in Russia, strive to offer content targeted only to Russian-speaking customers.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n\n<section class=\"rounded-xlg cta-image\">\n<div>\n<p class=\"gb-text cta-abovetitle\">Tu marca, visible y encontrable<\/p>\n\n\n\n<p class=\"gb-text cta-title\">Est\u00e1s a un paso de dominar tu categor\u00eda online<\/p>\n\n\n\n<a class=\"gb-text btn\" href=\"#anchor-formulario\">Start now<\/a>\n<\/div>\n\n\n\n<img loading=\"lazy\" class=\"gb-media-f45eabef\" alt=\"\" title=\"HL20-SEO\" src=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/HL20-SEO-1-e1770805082974.png\" width=\"500\" height=\"400\"\/>\n<\/section>\n\n","protected":false},"excerpt":{"rendered":"<p>Previously, we had highlighted the main differences in positioning between Google and Yandex. We have seen&#8230;<\/p>\n","protected":false},"author":25,"featured_media":45974,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[349],"tags":[345,363,380],"class_list":["post-52256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-seo","tag-e-commerce","tag-international-seo","tag-yandex"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to rank an online store in Yandex<\/title>\n<meta name=\"description\" content=\"If you have in mind to expand your e-commerce to the Russian market, here are some tips that will help you to position yourself correctly in Yandex\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/how-to-position-an-online-store-in-yandex\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to rank an online store in Yandex\" \/>\n<meta property=\"og:description\" content=\"If you have in mind to expand your e-commerce to the Russian market, here are some tips that will help you to position yourself correctly in Yandex\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.humanlevel.com\/en\/blog\/seo\/how-to-position-an-online-store-in-yandex\" \/>\n<meta property=\"og:site_name\" content=\"Human Level\" \/>\n<meta property=\"article:published_time\" content=\"2015-12-03T07:15:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2015-12-03T10:02:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.humanlevel.com\/wp-content\/uploads\/yandextiendasonline.jpg\" \/>\n\t<meta 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