What does an online store need to know about ranking in a snippet in Yandex? (first part)
The video for this (first) part can be viewed at: VK or Rutube or Youtube. Timing:
What does this rating affect → 0:00:35
What kind of rating is this → 0:01:04
Signals I pay attention to → 0:02:17
How to rate a site and leave a review about it → 0:03:45
How to rate a site and leave a review on it using Yandex Browser → 0:05:34
Further, for your possible convenience, text with screenshots:
In this mini-course we’ll talk about what this rating is, what affects it, and where to track it. This is its first part. I plan that there will also be a second part and that I will also prepare it with text and screenshots – in the next 10 days.
In essence, it is a set of small instructions. You can also use them separately – for example, to explain to your client how to leave a review, the rating from which will directly affect the rating in the snippet in Yandex.
A snippet is a block of information about a website page that is displayed in search results.
Among other things, snippets of online stores show the site’s rating.
What does this rating affect?
The rating may affect:
on trust in the online store and the company as a whole:
for a potential buyer who sees this rating in the snippet of your website page in Yandex search results,
for Yandex as a search engine interested in the quality of search results.
on the clickability of the snippet in search results (the ratio of the number of clicks to the number of impressions),
on traffic,
on the site position.
We are guided by the rule:
the lower the rating, the worse it is,
the higher the better.
What kind of rating is this?
This rating in Yandex is from the ratings in the “Site Reviews” entity.
Yandex also has another entity – “Reviews for an organization.” For example, it can be seen on Yandex.Maps. This entity also has its own rating, which is formed from the ratings given. August sixth Yandex published an announcement on the webmasters blog:
which begins to take into account reviews from this entity when calculating the rating in search results, i.e. those reviews of the organization by which Yandex determined that they relate to the site,
that it plans to gradually implement this across all online stores.
But it seems this is a relatively long and complex story, since it is connected with identifying in reviews those reviews and ratings that relate specifically to online shopping and an online store, and there may be nuances here.
Therefore, here I focus specifically on the essence of “Site Reviews”, since this is, at the moment, the most workable and predictable thing for generating and analyzing the rating in the snippet.
It seems that there may be those who either do not know about this rating and how it affects, or do not know on the basis of which it is formed, or they know, but do not work on it.
Signals I pay attention to:
Relatively low rating.
There is a big difference between the ratings on Yandex.Maps and the rating on the website. Example – an organization has a rating of “4.1” on Yandex.Maps,
but “2.4” is the site’s rating, which is displayed in the snippet in the search results.
At the same time, they may be trying to correct the situation, but since they do not know what and how to correct it, their efforts may be directed in the wrong direction. For example, they can try in different ways to motivate satisfied customers to write reviews with high ratings on Yandex.Maps, but the trouble is that this does not improve their ranking in the snippet in the main search results.
Lack of prompt responses to reviews left or no responses to them at all. An example of one of the online stores – it is clear that they did not react or respond to reviews on the site and that they did not process the negativity:
And here is an example of another online store that responds to reviews, responds to both positive and negative reviews, processes the negative and does it relatively quickly (the response speed according to the responses I looked at was approximately 1-3 days). The icon indicating the presence of an answer is highlighted with a red frame:
Therefore, I decided to record this mini-course so that you can find answers in it and improve your interaction with your clients and bring them more benefit.
How to rate a site and leave a review about it
There are different opportunities to leave a review on the site, for example:
in Yandex search results at the bottom of the site page snippet — an additional block “Rate the store if you shopped here” can be displayed here:
After rating (clicking on the number of stars), a review field appears:
on https://reviews.yandex.ru/ – if you are logged in to Yandex, then this link will immediately open the “Public page of the author of reviews”, which in some Yandex instructions can also be called more briefly – “Public page”. Two blocks may appear on this page in which you can rate the site and leave a review about it:
block “You may have visited these sites”,
block “Leave a review of your purchase in the online store.”
After clicking on the rating stars, a field for entering a review opens.
The disadvantage of this method is that it also seems relatively unpredictable and difficult to reproduce, since not all sites that were visited and from which the order was placed are displayed in these blocks.
via Yandex.Browser – this method seems to be the most promising. Unlike the two methods previously, it is relatively predictable and easily reproducible, since you can simply go to the site and leave a review. Therefore, next, I will analyze it in more detail and tell you step by step, so that you can directly convey this instruction to your clients or inform about this sequence to those of your employees who interact with clients, so that they pass it on to satisfied clients with a request to leave a review.
How to rate a site and leave a review on it using Yandex Browser
To do this, you need to be logged in – log in with your Yandex ID. Otherwise, it won't work.
Depending on your device, the steps may vary. Next are three screenshots from official Yandex certificate:
Android:
iOS:
computer:
I’ll tell you in more detail how to do this, step by step, using an example from a computer:
Open Yandex Browser.
We check that you are logged in to Yandex. If you are not logged in, this can be done in different ways, for example:
on https://passport.yandex.ru/
or you can on the page https://ya.ru/ Click on “Login” and get there:
If you are not logged in, then there will be this form with the opportunity to log into your Yandex ID or create a new one:
Enter the address of the site you want to rate and leave a review in the address bar, and go to it. Or we find it through a search in a search engine and go to it from the search results.
Click on the lock icon, which is located on the left edge of the address bar:
If there are no reviews for this site yet, then there will be a block “Leave a review about the site” – click on it:
And if this site already has reviews, then click on the “Site Reviews” block:
Let's rate it. We do this in the “Rate the site” block. If there were no reviews on the site before, this block looks like this:
If there are already reviews for this site, the same block “Rate the site” is displayed, but with reviews under it:
If you previously skipped the second step of these instructions and did not log in to your Yandex ID, then after you click on the rating, a form for logging into your account will open:
After you rate it, if you want, you can also leave a review.
Next I will show you using a website as an example. https://ya.ru/ which I will rate and leave a review.
We leave a review. After the rating, the “Leave Review” button appears. Click on it:
After clicking, an input field appears:
The “Send Feedback” button becomes active after entering the first character in this field. Write a review and then click on this button:
The review has been left and is being sent for review:
When it passes Yandex moderation, it will appear in reviews on the site and the rating from it will be taken into account in the site’s rating.
I plan that in the next 10 days I will create and post the second part of this mini-course and that I will also format it in video + text and screenshots. I am planning subtopics in it:
How to track reviews and ratings on a site,
Ten things to do with reviews and ratings on your site.
+ in the process, I’ll also highlight the possible influence of reviews from the “Reviews on the organization” entity on the rating in the snippet, and the current implementation, which also seems useful to know and take into account.
Contact me:
→ Telegram: https://t.me/AleksandrSopoev
