Not scary Minusinsk

Every year, Yandex excites the SEO community with innovations in search results, making analysts' brains work more actively. Already tightened the assessment of the quality of the reference mass, focusing on behavioral factors. An attempt to make search results more natural was a long time ago, but Yandex began to take action when it announced linkless ranking on December 5, 2013.

As an experiment, this happened in Moscow and only for commercial inquiries. The first stage was launched on March 14, 2014 and this algorithm only affected the themes of "Tourism", "Real Estate" and "Electronics and Household Appliances." It became a bell that the jokes were over and now everything is in an adult way. For those who did not understand the seriousness of Yandex’s intention, it was summer 2014, when the search query classifier changed, the list of topics for commercial queries expanded, where the link mass was turned off and the text ranking formula was changed again for commercial queries.

With this innovation, top companies have lost ground to newcomers. And only everyone learned to live in a new world order, as Yandex announced and introduced the Minusinsk algorithm.

What was influenced by Minusinsk?

The search results were updated again, the sites of top companies regained their positions, but this turned out to be not for long. The algorithm takes into account the activity of working with the site, is able to distinguish between natural links and purchased. But this has already been talked about a lot.

In our Internet marketing company, analysts noticed that when working with sites in the TOP-10, a significant number of large well-known directory sites appeared, such as Pulse Prices,, etc. The ratio of directory sites and online stores with a catalog structure was 8 to 2. Then the hypothesis arose that the new algorithm better ranks sites that have a catalog structure.

The hypothesis required confirmation. At this time, 2 projects of online stores — repair materials and equipment for metalworking — just arrived at work. The situation was such that after the work on internal optimization and two updates of Yandex, the position of customers in the search engine remained almost unchanged. We found the link mass for sites to be dangerous and outdated in the current environment, so we decided to take the path of greatest and long-term effectiveness.

Since sites have catalogs with a wide range of products, it was decided to try to redesign the site structure according to the hypothesis put forward - we changed the site structure to a directory. The experimental project was the site of metalworking equipment. Having agreed with the client on all the changes, we set to work that took us about a week (processing, configuration, integration, etc.).

After indexing the site by search engines - positions began to grow up. The site is moving forward on 25 key requests, not counting the tails, which are more than a hundred. Now the third month of query output is in TOP-10 and the following results have been received: TOP-1 - 5 queries, TOP-3 - 7 queries, TOP-50 - 17 queries, which are about to catch up and also take positions in the TOP-10 . At the same time, I would like to add that for the promotion of the site we did not purchase the link mass.

Links to the site will be kept in the future, but it will be a different story, not at all connected with the site’s withdrawal in the TOP-10, but with the company's information policy.

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