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Search Marketing in Russia

Search Laboratory have expertise in Russian search marketing. There are many important considerations when performing search engine optimisation and pay per click marketing in Russia that go beyond the language, character set and culture. This page provides an insight into some of the issues as well as some important information regarding search marketing in Russian.

If you would like further information on our Russian search marketing services and how they can directly help your business, please contact us now for advice.

When we find information related to Russia and search engine marketing we add it here. Some information is common accross all countries, but other useful information you may find about one country or language may not exist for another. Please keep checking back as we update these pages frequently.

Russian Language

The Russian language is official only in Russia but it is spoken in other countries also. There are lots of Russians and Russian-speaking people in all the former republics of Soviet Union (Armenia, Azerbaijan, Belarus, Estonia, Georgia, Kazakhstan, Kyrgyzstan, Latvia, Lithuania, Moldova, Russia, Tajikistan, Turkmenistan, Ukraine, Uzbekistan) and they will be glad to visit a site in their native language. However, there may be also people in those countries that do not know Russian well, especially the young. Therefore if you want to cover only Russian-speaking people of these countries you can just create your site in a .RU domain, and the target audience will find it. If you want to create a language copy of your site in each of these countries, it would be better to make an appropriate translation into their languages.

Russian Online Market

Internet use is expanding in dramatically Russia and at present is reported (by Yandex) to be at at 20% of the population. As a whole the audience of the Russian speaking internet grew by 25% in 2005. The total volume of this market reached 100 million dollars. The segments of contextual and media advertisement increased as follows: about 60 million sponsors spent on the purchase of online media advertisements (+71% in comparison with the previous year).

Internet advertising grew more rapidly than any other form of advertisement. But so far in Russia that only amounts to 5 adverting dollars per user - in comparison with $120 advertising dollars per user in the US. So there is a large potential for increase.

Important Russian Search Engines

Russians do not only use Google. A great many, prefer Yandex (www.yandex.ru) and there are also Rambler (www.rambler.ru) and Yahoo (http://ru.yahoo.com/) but these are less popular.

A good summary of the important engines and submitting information is as follows:

www.google.ru
As Google is an international search engine there is no special page for submitting a Russian web site. The submitting process is similar to that of the English site. You simply go to http://www.google.ru/addurl/?continue=/addurl and follow the instructions. All the pitfalls of submission exist and it is better to simply create links and be indexed that way.

www.yandex.ru
There are two methods of submitting. You can simply add your URL and wait until the robot indexes your site. It may take several days to 2 weeks. The robot can also find your site without any help if there are any links to it. Information required:

• URL

The other method is to register a site in the catalogue. The Yandex Catalog is similar to Google Groups. The site will appear if searching in a particular group. This operation has a paid option and a free-of-charge version. If you choose free-of-charge registration, Yandex does not guarantee that your site will appear in Catalog. The site description may be changed. If you want your site to be registered quickly, you can use paid registration. The price for a commercial site is $249. You submit a form, receive a confirmation and then pay. Information required:

• First and last name of a contact person
• E-mail
• URL of the site
• Title of the site (up to 50 characters)
• Description of the site (up to 200 characters)
• Category (of the available categories in Russian
• Region (Russia or Commonwealth of Independent States - these are different categories and require separate registration)

You can place ads on Yandex - similar to Google AdWords.

www.rambler.ru
Registration is made by submitting a form and is only available for Russian domain sites. If a site is located in other domains, you can only write a letter to Rambler developers and ask to include your site into the list of scanned sites. They may either accept or decline your request.

www.aport.ru
To registrate your site in Aport Catalog you need to submit a form. Information required:

• Title of the resource (up to 64 characters)
• Description of the resource (up to 160 characters)
• Resource owner (up to 48 characters)
• E-mail
• Keywords (up to 255 characters)

Again, the form must be completed in Russian.

Need Advice?

Search Laboratory can help you take your message to Russia. This can be using a fully localized site or a small subset of the site to test the market. Either way, with full search marketing to truly realise your on line potential. Please contact us for free advice. Taking the first steps into Russia is easier than you might think.