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30 MARCH 2019

Information Search in 2019

MITT-2019
The development of Internet and data search technologies is happening more rapidly than it was predicted even 10 years ago.

In 2009, few could understand the first attempts by Google, a giant search system, to secure its foothold in the Russian market. And the company itself, judging by the quality of the search for those years, didn't care about the Russian market. A representative office would be enough. But the changes started as early as in 2013:
1
The sales of smartphones and other mobile devices set new records. In most mobile operating systems Google search is installed by default. In every device working on Android platform not only Google search, but also application store, maps and other popular Google services operate by default.
2
Google launches a strong advertising campaign in our country. OK, Google.
3
It is in 2013, when Google implements Hummingbird, a new search algorithm in Russia. But it was not discussed officially at that time, just the search quality became better. Google could already give an expert result of information queries, and thanks to Hummingbird, it improved a commercial search as well, both for desktop and in mobile devices.
And now the interesting part. According to data by from http://gs.seo-auditor.com.ru, in December 2010, the share of information search for Yandex equaled 56.7%, Google – 32.6%. Within 9 years, the situation changed significantly: 40.58% for Yandex and 56.09% for Google. What is the reason?

Yandex team gives the best estimation of what happened: in 2009, they could not predict that mobile devices will rule the world that Google will become the top so fast. However, at that time Ilya Segalovich, the CTO of Yandex, said that Google will not allow Yandex entering its ecosystem. This is exactly what has happened.

Moreover:

— The development of the native Yandex Browser started too late, and it was launched 4 years later than Google Chrome.
— Yandex did not have an ecosystem similar to Android or IOS, where it could implement its search or services.
— A super-fortunate partnership with Mozilla Firefox was finished as late as in 2010.

As a result:

— The fight for mobile search is completely lost.
— The fight for desktop users is still going on, as there is no evident favorite here.
— Aleksandr Sadovskiy, the head of Yandex search department, was fired. He had been working in the company since 2001.
— A claim to the Federal Anti-Monopoly Service against Google.

Andromeda and Page Rank
In late 2018, the companies presented their new search algorithms. Yandex announced Andromeda, while Google declared Page Rank. The interesting fact is that nothing was said in Andromeda description about what improvements the search algorithm will have. Andromeda is based on three foundations:
1
A significantly improved base of quick answers right in the browser search box.
2
Selection of sources and tag. Now Yandex assigned special marks to the most trusted and reliable resources, which help a user to see, whether this resource is worth visiting.
3
Yandex Collections. The service allows saving search results so that in future they would be arranged into collections of photos, videos, music and pages.
The connection of the search system with Yandex Market was also improved. In commercial queries, Yandex often references product cards from Yandex Market.

We should also emphasize that by launching Yandex Collections service, the company continues content aggregating and structuring. Most taxi pools work with Yandex Taxi. Many repair crews cooperate with Yandex Master. Now, millions of Yandex users are offered to create their own content collections.

As compared to Andromeda, Page Rank clearly defines its designation. Its algorithm is based on artificial intellect, working with behavioral factors on such level which can define page quality just as well or better than a human. If you look closely on Hummingbird, the main Google search algorithm, you will find out that its structure is comprised of elements, responsible for a specific function:

  1. Panda – an algorithm to fight low-quality texts.
  2. Penguin – an algorithm to fight low-quality links.
  3. Pigeon – an algorithm for a local search.
  4. Mobile-first – an algorithm, estimating the quality of a mobile version of a site.
  5. Payday – an algorithm to fight over-spammed queries.
  6. Top Heavy – an algorithm to de-prioritize resources having too much advertising content on their pages.
  7. Pirate – an algorithm to fight copyright infringement.
  8. Rank Brain – an algorithm which Google tries to reproduce artificial intellect with.

Therefore, we see that Yandex and Google swapped: while Yandex used to pay more attention to technical details when showing and running through new algorithms, everything we know about Andromeda by now proves that the algorithm is first designed to work with content and to improve the quality of operating Yandex services by people, who already use the search system. Yandex builds its ecosystem. This is what Google has already done; now, with its ready-to-use ecosystem and secured home front, will take its time to master its search engine technologies.
How Can We Use the Run-through of Search System to Achieve Our Goals?
The answer is simple. It is necessary to work at the site, considering special features of every search system: to optimize the resource for Yandex and Google and at the same time work with the maximum possible number of services these search engines provide: Yandex References, Google Business, Yandex Market, Google Merchant Center, Yandex Collections, Yandex Master, Yandex Services, Yandex Taxi.

Despite the above-mentioned, Yandex still owns almost half of all the RuNet traffic. And if the company learned the lesson by Google well, this amount will hardly decrease.
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