We didn’t pick these two web search giants by accident. Google’s global market share is 89%, while Yandex holds firmly entrenched positions in “RuNet” (Russian-speaking CIS countries).
Google’s positions in the world and Ukraine
In Ukraine, Google’s web search market share over the past 10 years hasn’t dropped below 67%. This is despite Google owning “ukr.net” and many well-known search engines like Yahoo using Google’s algorithms. The only “Western” competitor going its own way is the proud Bing (formerly Microsoft’s MSN) — global market share 1–2%.
Yandex — the leading RuNet search engine
When the internet came to CIS countries, Yandex’s positions weren’t as strong as they are now. Until the late 1990s the industry leader was Rambler.ru. But Yandex overtook everyone “on the turn” thanks to skilfully built marketing and timely search algorithm updates.
At the moment, only Google prevents Yandex from fully monopolising the market in Russia.
Yandex managers follow a very smart policy. Officially Yandex is a clean-cut company that only produces honest, quality products. No spam or viruses to boost search engine popularity — image is impeccable. But the arsenal includes several large satellite companies that free up hands in the user fight. For example, Mail.ru is a major information portal with its own search based on Yandex’s algorithm. But it isn’t burdened by an elevated image and often sins with spam methods to popularise its resources.
Search engine statistics in Russia
In Ukraine Yandex has weaker positions compared to other CIS countries. Its popularity peaked in 2011–2012 when the convenient “Yandex Maps” service and convenient “Yandex Browser” launched — reaching about 23% market share.
By 2015 the share of Ukrainian users was no more than 15%.
SERP fairness
At first glance, both search engines are interested in commercial site owners spending as much as possible on contextual advertising. And algorithm updates are tuned to depress sites with money, so they in turn migrate to context. But it’s not that simple… The companies’ official position is fair organic search, and search engine intervention only relates to spam.
Continued in Part 2.
