Google and Yandex: Differences in Promotion
For Yandex rankings, all company information is important, including contact information, reviews, prices, and other details. While these aspects also carry weight for Google, in the banking sector, the emphasis is on high-quality backlinks and content that meets the EEAT principles: experience, expertise, authority, and credibility.
Yandex focuses on large information portals and aggregators, guyana telemarketing database which complicates the promotion of smaller websites. Longreads perform better here. Google, on the other hand, values more diverse search results, including FAQ sections, short articles, and glossaries. Not only is uniqueness and quality of content important, but also the availability of transparent information about financial products, terms, and rates. Google and Yandex place particular emphasis on the accuracy and completeness of data, which is especially important for financial institutions.
Yandex prioritizes regionality: if a company isn't present in a specific area, or doesn't have a page optimized for that location, it's unlikely to compete with local public pages. For Google, regional factors play a less significant role.
Snippets in Google and Yandex also differ. In Yandex, they typically consist of standard text descriptions with occasional ratings and images. Google supports more extensive micro-markup, including multimedia elements in snippets, which significantly increases their click-through rate. The higher the click-through rate of a snippet in Google, the higher the site's ranking in search results.
Diana Kravets, Search Engine Optimization Specialist at Wunder Digital:
Microdata is especially important for banks, as it helps clearly structure information about products (e.g., loans, deposits, etc.) and services. This can increase click-through rates and user trust in the website, especially if reviews and ratings are included.
How to Improve Search Rankings: 5 Key Drivers
Development of new pages based on requests
For effective promotion, it's important to carefully analyze the website structure based on target queries. Banks should create pages for specific groups of queries to ensure users can easily find relevant and useful information.
Attracting traffic through informational content
Modern banking websites are complex, multi-user platforms offering reference information, product and service descriptions, and the ability to order them. This helps build customer loyalty and increase brand awareness. Banks with a narrow product line should focus on creating pages with informational content that will help users navigate complex financial products. Informational articles and financial management guides can be a valuable source of traffic and strengthen the site's position. To promote commercial pages, it's helpful to properly interlink them with informational articles.
Improving pages with good positions
Even if pages already rank high or average in search results, they can and should be improved. Small tweaks can significantly improve their rankings and increase traffic.
Maintaining current positions
Ongoing technical audits are essential to identifying issues that could negatively impact rankings. Monitoring errors and promptly addressing them will help maintain and strengthen your website's search rankings.