In a world of global markets, organizations are increasingly looking to boost their reach on foreign search engines from Eastern Europe to China.
This year the Russian giant Yandex has been changing its search algorithm, and the company has bought and launched platforms and applications, adding to its digital power.
Yandex matters because it dwarfs Google in Russian-language searches, gobbling up more than 60 percent of the inquiries, and it commands the same global search engine market share as Bing, says Orun Bhuiyan, marketing technologist and co-founder at New York-based SEOcial.
“Yandex is innovating out of necessity because the implementation of unethical SEO tactics on their platform is rampant,” says Bhuiyan, who was raised in Russia. “As a result, they’re doing things other search engines are afraid to do-but will likely explore in the future.”