Russian Search Systems: Trends and Forecast for 2018
Search systems provide users with the ability to stay informed about current events, discover new products, and explore highly sought-after services. The World Wide Web is actively utilized by Russians, as well as individuals from other countries, who leverage its vast information resources and other capabilities. In the context of the national domain extension .ru, prominent search systems such as Yandex, Google, Mail.ru, Rambler, and Bing serve as major platforms through which Russian individuals seek various information.
What offerings do the search services that are currently in-demand in Russia provide? How were they rated, and what were the development trends and capabilities in 2018? Additionally, what tools can be utilized to enter the Russian market through search advertising for goods and services offered by foreign businesses? To find answers to all these inquiries, it is recommended to read the article by Quarter Billion Agency Group.
Russian Search System Rankings
As of the beginning of 2018, the rankings of the top search systems in Russia based on their decrease in popularity are as follows:
- Google, which commenced operations in 1997, stands as the most popular internet information search tool in Russia among those originating from abroad.
- Yandex, founded four years prior to Google, is a Russian product. Since 2001, it has consistently dominated the search system market, being the preferred choice for Russian users.
- Mail.ru, available since 1998, occupied the fifth position in Russia as of 2017. Over the past year, its ranking has significantly improved, although it still lags behind the popularity of Google and Yandex.
- Rambler, operational since 1996, was the top-ranked search system in the Russian Federation around 15 years ago. However, its status as a highly sought-after internet information search tool has dramatically declined at the beginning of 2018.
- Bing, developed by Microsoft in 1998, underwent several name and address changes before 2009. Despite its global popularity, Bing remains less favored in Russia compared to the aforementioned search engines.
It is noteworthy that Google and Yandex frequently exchange first place positions in the rankings. Yandex held the lead until the summer of 2017, after which Google regained the top spot by the end of the year. Nevertheless, the percentage gap between them remains small: Yandex – 46.16%, Google – 49.13%. Analysis of this trend over the past two years suggests that the constant battle for the first position in the search system rankings among residents of the .RU domain will continue throughout 2018.
2018 Development Trends Based on 2017 Achievements
By examining the progress made by Google and Yandex, as well as the influential factors that can impact their development, we can make reasonable predictions for the future of search systems in 2018. However, Mail.ru, Rambler, and Bing receive less attention as they significantly trail behind Google and Yandex. Their popularity rates stand at only 2.73%, 0.74%, and 0.26% respectively.
In 2017, the leading search engines in Russia made significant advancements in search advertising capabilities, providing advertisers with new experimentation options. For example, Yandex.Direct ads introduced a Report button, special placements underwent changes in the number of ad spots, and a new ad format with two possible titles and expanded text became available. Google AdWords, on the other hand, impressed with its new interface, expanded positions for YouTube ads, and the ability to track primary sources of conversions.
Undoubtedly, in 2018, both Google and Yandex will continue to modernize and enhance their capabilities, thereby paving the way for advancements in other search systems. This forecast is well-grounded, considering that in 2017, there was a necessity to revise the mechanics and principles of search advertising in Google and Yandex due to users developing immunity towards traditional advertising methods.
In the past year, there has been a moderate increase in the number of potential buyers and service consumers in Russia who rely on mobile devices for information searches. However, it is worth noting that search advertising on mobile screens differs from that on PCs. Recognizing this, Google and Yandex have already taken this factor into account and introduced new tools that allow advertisers to better promote their goods and services, targeting the audience that uses mobile devices.
Furthermore, the analysis of behavioral factors in 2017 revealed that internet users in Russia value comprehensive information about the products and services they are interested in. Consequently, Google and Yandex are not only focusing on larger text and improving the quality of search advertising ads, but also emphasizing the inclusion of active contacts such as phone numbers and clickable references that provide more detailed information. It is logical to assume that in 2018, Russian search systems will continue to evolve, catering to the information needs of users on the World Wide Web.
2018 General Forecast
According to research, the search advertising market in Russia is projected to experience significant growth in 2018. Advertising campaign expenses through search engines are also expected to rise considerably. Digital media will emerge as the primary advertising platform, surpassing both TV (with 37.6%) and traditional print media (with 35.9%). Additionally, video content will continue to be a popular and effective marketing tool.
Industry analysts believe that the future of advertising in Russia lies within the Yandex system. Developed by local specialists, Yandex is specifically tailored to the unique characteristics of digital marketing in Russia. This market has its own distinct features, making it different from other media advertising markets around the world. Instead of introducing entirely new tools, it is likely that familiar ones, which were previously less applicable, will be utilized by advertisers in the Russian market.
In terms of the overall forecast for the development of search systems in Russia, several key trends are expected in 2018:
- Implementation of cross-cutting analytics and integration with telephony and other tools to analyze user behavior and preferences will be actively pursued.
- More complex conversion attribution models will be explored and mastered by search systems.
- Automation systems enabling efficient management of search advertising will be increasingly utilized.
- The complexity and unique characteristics of search advertising will continue to grow.
- Visual advertising will gain popularity and play a more prominent role in search engine marketing.
As highlighted in our article, digital marketing in Russia through search systems will follow a specific trajectory. To leverage the opportunities provided by search engine advertising, a deep understanding of the nuances that drive successful advertisements and influence the actions of the Russian audience is crucial. The experts at Quarter Billion Agency Group possess the knowledge and expertise to effectively employ modern advertising tools offered by popular search systems in the Russian Federation. With their assistance, businesses from abroad can seize the opportunity to enter the challenging yet lucrative Russian market.