Yandex and its product search: how to get into it

A few years ago, too many products presented in the assortment of marketplaces began to appear in the organic search results of search engines, including Yandex. A situation arose when the first positions began to be occupied by links to Wildberries, Ozon, Megamarket, Avito, as well as Yandex Market. That is, there was a clear bias towards platforms of the same format. The developers of the system did not particularly like this decision, and it caused discontent on the part of other platforms. Therefore, it was decided to make a number of certain changes to it. Thus, in 2022, an augmented product view from the search began to be used in practice, or as this technology is also called, product search.

If you have ever searched for products through Yandex search, then you have probably seen a product carousel that appears above the main results. This will be the same augmented product view from the search. Here, customers can make purchases as quickly as possible based on the query they entered in the search. But the owners of online stores themselves get the opportunity to launch targeted traffic to their site and sell products as efficiently as possible, even if their site is far from the top positions in the search results.

That is, here we are talking about product search in the Yandex search engine, which has received active practical application today. Both marketplaces and online stores can demonstrate their products here to an interested audience, scaling sales and receiving maximum income from them.

In today's review, we will dwell in detail on what Yandex product search is. We will tell you what the benefits of such a solution are for business. We will provide rules that must be followed when launching such product campaigns. We will get acquainted with the categories of products that can be demonstrated here and those that are currently prohibited. Here are some recommendations that will help you get into Yandex product search and be guaranteed to pass moderation. We will talk about how to improve ranking in product search to get more conversion actions. We will get acquainted with what advertising in product search is and teach you how to evaluate the effectiveness of using the technology.

The information provided will allow you to navigate this issue and perform all the necessary activities that allow you to demonstrate your products in product search.

Product search in Yandex: what is it

Product search in Yandex is a special dedicated block that will be placed inside the search engine. In case of its practical application, relevant products will appear directly in the search results in response to a request entered in the search bar. That is, advertising offers will be above the natural organic search results.

Products will be displayed here taking into account whether delivery to the region from which the request was sent is possible. If necessary, users will be able to additionally sort them by popularity, descending or ascending cost, or even set the optimal price range for themselves. There are also other criteria in the filter system. Their set will be individual depending on what product is being discussed at the moment. Let's say a buyer is looking for a jacket. Such a product item can be sorted by gender (men's, women's, children's boys and girls), level of moisture protection, seasonality, materials, size, color, length and a number of other characteristics. Seeing a lot of different offers in front of them, users will be able to easily compare them, literally on a visual level, and choose the best option for themselves.

As soon as the buyer clicks on a certain product item, a specific product card with detailed photos, characteristics and current prices in different online stores will open in front of them. One click on the most suitable solution will be enough for you to be on the official website of the seller and place an order.

If the information provided is not enough for the buyer, he can click on the "Learn about the product" button located directly under the characteristics. After that, a list of the most popular questions and answers (FAQ) prepared by the neural network regarding this item will open in front of him. You can also ask your own question to Alice. Even lower in the product card, a processed YandexGPT version of user reviews will also be presented: the neural network, based on the analysis of responses from buyers, identified the main advantages and disadvantages of the product.

If we talk about regular search results, here we often encounter the so-called Yandex sorcerers: a special block with product cards advertising special Yandex.Direct ads. By clicking on any of these positions, the user will also be redirected to the store's website and will be able to purchase the selected product. If it turns out that there are no suitable advertising offers here, the search engine will display a block with the most popular products for this request; if you click on its title, you will automatically be redirected to the product search section.

It is important not to confuse these two concepts. The fact is that sorcerers are elements of Yandex's classic search results that will provide the user with the fastest possible answer to their question. Most often, a block with products from Yandex.Market or Yandex.Services will be issued here. But product search is an additional service within Yandex, allowing buyers to find the products they are looking for on the Internet as quickly as possible. That is, sorcerers can become the result of the work of this service, and along with them, links to online stores will also be presented.

Block with prices

I would like to draw special attention to the block “Prices in stores”. It will be displayed directly on the Yandex search results page in the “Products” section. Here, potential buyers will be able to sort the available offers by cost, from cheap to expensive and vice versa, and also set the most suitable price range for themselves. Thanks to this, buyers will be able to immediately select the most suitable option for themselves in terms of material benefit, without even going to the store pages.

Less than a year ago, minor adjustments were made to Yandex search results. Now, changes in product prices are displayed here. Thus, the old cost is crossed out, and a new one is indicated next to it, highlighted in bold black font. This update is designed to attract the attention of the target audience to discounts, special offers and provide higher conversion rates. It will be enough to click on the link with the price to go to the store.

Yandex product search and its advantages for business

Now that you know what it is, product search in Yandex, we will tell you what a modern business can get from such a solution. Here are just a few of the most significant advantages that this solution guarantees for online stores:

• The ability to demonstrate your products in the most favorable light. You can originally design a product card, which guarantees to attract the attention of the audience directly on the search results page.
• Directing a "warm audience" to the site. That is, those people who are really interested in this product will visit the catalog of the online store. Their interest is shown by entering the corresponding query in the search bar.
• Formation of stable organic traffic to the site, and completely free. This will help to increase the number of visitors. But at the same time, it is imperative to take into account the costs that site optimization will entail. That is, initially you will still have to invest in order to subsequently attract free traffic.
• A noticeable increase in sales. This feature is the result of a high and stable flow of the target audience to the site pages. But here it is very important to take into account other factors, such as providing simple and convenient ways to place an order, offering the audience several payment options, thinking over delivery and doing everything to make the audience's interaction with your online store as convenient and effective as possible. We must also not forget that the audience most often buys where the final cost is lower. Therefore, it is in your interests to monitor the prices of your closest competitors and offer the target audience more profitable solutions.

All these points allow us to confidently state that Yandex product search for online stores is very useful. This means that anyone who would like to ensure a stable flow of customers to the pages of their catalog should think about implementing such an idea. The information that will be presented further in our review will help to implement the entire range of upcoming work as efficiently and correctly as possible.

Basic rules for launching product campaigns

Before starting work aimed at creating and launching product campaigns in the search engine, it is important to make sure that your offers meet the requirements that are currently regulated by Yandex.Direct. In particular, we are talking about the following points:

1. Only new products are allowed to be advertised. If you plan to sell used or discounted products, then the product gallery is not suitable for this task.
2. You can only add items that you have in stock. It is prohibited to place offers for purchase on request.
3. The cost of the product and the discount set on it must be exactly the same as in the catalog of your online store. It is not allowed for one price to be displayed in the search, and when a potential buyer clicks on the link to the site, they see another.
4. Product information in the catalog must be static. It is prohibited to use advertising for products to which automatic changes are applied using scripts.
5. Each individual product opposition must be placed on a separate page. Redirection with connection of intermediate pages, pop-ups are prohibited.
6. Absolutely all product items on the site must necessarily contain a title, a detailed description with a photo, and a price already in the micro-markup.
7. The online store must be opened in the file robots.txt for indexing. This is necessary so that search bots can go through your catalog, analyze it and generate appropriate ads.
8. Pictures must be clear, without third-party inscriptions. A mandatory condition is their placement on a white background. If it turns out that your background is transparent, the platform will automatically transform it into black, which will negatively affect the overall display of the product.

It is also important to understand that not all product categories are allowed to be placed in Yandex product search. And this point should definitely be taken into account by the managers of online stores.

Yandex product search: allowed and prohibited products

In the product search, the Yandex system will display all those products that are relevant to the user's request. These can be food products, clothing and footwear, home goods and accessories, toys, household appliances, electronics and much more. But still, there are a number of restrictions that must be taken into account. In particular, the following categories of goods are currently banned by Yandex:

• narcotics;
• prescription drugs (with delivery);
• any type of alcoholic beverages;
• tobacco and nicotine-containing products, including electronic cigarettes and related products;
• certain types of technical equipment that can be used to implement covert surveillance;
• weapons, except for pneumatic weapons, explosives, except for pyrotechnics;
• any categories of services;
• wholesale goods regardless of their type.

We would also like to draw your attention to the fact that Yandex product search restrictions include motor vehicles and cars. The fact is that today this system has a separate service for selling such categories of products - Avto.ru. Also, offers from those online stores that have received too many complaints from the user audience, as well as those where the system has detected malicious software, will be removed from such a search. The problems here include not only the low quality of the goods themselves, but also insufficient service at the level of maintenance, delivery or payment for orders. By and large, these are all restrictions. Yandex has provided a separate section in its "Help", detailing in it all the categories and types of goods that are prohibited from being issued in the product search.

What you need to do to appear in Yandex's product search

Now we have come close to the question of how to get into Yandex product search. By and large, absolutely any online store can apply for this. If your products do not fall into the list of restrictions that we discussed above, then the search engine will automatically add them to such results. All that is required for this is to upload a price list in YML format. Such a file is also called a product feed. It will contain information about the range of products, as well as current prices. It is convenient that, compared to other formats, YML files will be updated automatically. This means that they will constantly contain up-to-date information on product items in the search. You will not have to adjust anything manually.

You can also use the YML file in your work to optimize snippets, integrate your online store with price aggregators, a market, and advertising systems. That is, its creation will, in principle, be useful for the online store as a whole. The product feed will consist of 3 main blocks:

1. information about encoding;
2. information about the online store;
3. product offers.

That is, by creating a YML file and uploading it to Yandex.Goods, you inform the system about your products. To do this, you initially need to log in to your account in this system using Yandex ID. Next, go to the "Goods" tab, and select the "Feeds" section in it. Here, click the "Add" button. A new window will open in front of you, where you should enter the name of the feed, and also indicate which delivery regions will be relevant for you. Also here we indicate the link to your YML file. If you additionally decide to protect it with a password, then specify the access data and click on the «Add» button.

After that, your request is sent for moderation. On average, the verification time takes from 1 to 3 days, depending on the amount of information that needs to be verified. We would also like to draw your attention to the fact that, if necessary, you can set up mass feed management via the API of the Yandex search engine.

How to pass moderation without problems: additional recommendations

Practice shows that almost every 3rd sent YML file does not pass the system check. As a result, the online store receives a report containing information about the errors detected. Most often, this problem occurs when:

• you used the wrong data format;
• there is no image or price in the feed;
• duplicate products were detected by their ID number.

You will be asked to correct the identified deficiencies and resend the file. After your document has successfully passed the check, the product will be added to the search. This takes approximately 8-9 hours.

We would also like to draw your attention to the fact that along with the automatic check performed by the search engine bots, manual moderation can also be additionally applied. Yandex specialists can selectively check some product items, contact consultants by phone to find out more detailed information about the store's work, payment terms, delivery. And no one knows whose card will be subject to such a check. It's a kind of lottery. If it is found that the declared information does not correspond to the actual one, the moderation of the product search is unsuccessful and the specific product is excluded from the search results.

But in any case, it is important for you not only to create a correct YML file and upload it to the system, but also to provide a decent level of customer service, constantly monitor the range and prices, make appropriate changes to the documentation, make efforts to optimize your site and a separate page, or even a product card.

Use additional recommendations to increase the chances of successful moderation.

1. Ensure stable operation of the site and reliable protection from malware. You must make sure that there are no viruses on the site. Such a check can be implemented through Yandex.Webmaster.
2. Add information about the legal entity to the site. The relevant information can be placed on the "About the company" page. Here we are talking about indicating the legal address, full name and OGRN. If the site belongs to an individual entrepreneur, then the full name of the owner and OGRNIP must be indicated here.
3. Place a contact phone number on the site, using which potential buyers can contact the managers of your online store and get the necessary advice. The number must be active, because during a manual check, search engine specialists can check this fact, as well as how quickly the consultants respond, how competent their service is. Even the desire to help the client is assessed.
4. Provide different delivery options, and to each of the regions that you specified in the feed, as well as in your accounts of other Yandex services, be it Webmaster, Direct, Market.
5. Provide the ability to place an order through the basket. It is by the presence of such an option that the search engine identifies the site as an online store. If it turns out that you can only place an order by phone or via chat, then with a high degree of probability, this product will be excluded from the search results.
6. It is imperative to upload the YML file to Yandex.Webmaster. This is a guarantee that the pages of your site will be indexed and added to the search results.

If you use these recommendations, you will significantly increase the likelihood of your products getting into Yandex product results.

Improving product ranking in search and getting more conversions

The better the ranking process of your products in Yandex product search, the higher the probability of ensuring more decent conversion rates and, as a result, the income of your online store. To implement such an idea, it will be necessary to complete 2 main stages:

1. Ranking in the product card.
2. Ranking in product search.

Let's consider both of these points in more detail.

Ranking in the product card

One Yandex product card can contain products from several online stores. Practice shows that their number can reach 10, and in some cases even more, but in any case, the permissible number of displays is 5. The rest will be available to users after clicking on the “Show more” button. But many of you have probably already guessed that not every potential buyer will do this. And this means that those products that will be in this top five will have a greater chance of conversion. And this means that you need to get here. To ensure higher positions for your product card, you can use special tags. Those stores that have them automatically receive the first impressions. In particular, we are talking about the following metrics:

• Official store. Only those brands that sell goods of their own production and have successfully passed verification through Yandex.Goods can receive such a tag. A request for it is sent directly through the user's personal account on this platform. Here you need to provide documents confirming your rights to own the brand. The tag itself will subsequently be displayed in the "Goods" section, in promo blocks, in the product card itself, as well as in snippets.
• Best price. Only the seller who has really set the lowest price for their products can receive such a tag. The platform will automatically add such cards to the top of the search results.
• Fast delivery. A store that can confirm the delivery of its products within 2 days within the declared regions will be able to count on receiving such a label. You will need to transfer this information to the search engine directly via a YML file. If it turns out that several stores will compete for the same label, the platform will provide it to a more popular store with lower prices.

To stand out from the competition in this case, you can enable the display of a promo code, specify an additional discount, add cashback. Do not forget to write all this information in your feed in any case. It is also worth choosing the appropriate payment and delivery methods.

Ranking in product search

In essence, ranking in product search is based on the same principles as the work of the main issuance. One of the most important criteria here will be the quality of the site. This means that special attention will need to be paid to technical SEO optimization work on the external display and usability of the resource. Here we can highlight a number of key requirements:

• the site loading speed should be no more than 2-3 seconds;
• correct display of the resource on mobile devices;
• absolute reliability of information about the products: description, price, assortment;
• the presence of filters on the site for a quick search for the desired product;
• a logically built and understandable site structure that ensures ease of orientation for the audience.

Particular attention is recommended to be paid to the optimization of the product card itself, because this is what has a direct impact on the conversion rate. In the search itself, they will be generated automatically and Yandex will not tell you how this is done. That is, you cannot influence their display in any way. But all the information will still be taken from your site. Moreover, a person will follow the link to your catalog and directly interact with the site. And this means that he will see the quality of the product card design. This will largely determine whether they will place an order with you: going to the online store catalog does not automatically mean making a purchase.

Think about how to present your product to the audience. Be sure to indicate the name, adding the brand name, a specific model and main characteristics. On the left side of the screen, publish a high-quality photo demonstrating your product in great detail. If necessary, you can activate the "magnifying glass" option. Each product should be supplemented with a description and detailed characteristics. Here it is important to indicate all the information that, in your opinion, seems useful to potential buyers. It is important to proceed from the product in question. For one product, this may be the composition, care features, for another - operating rules, for a third - restrictions on use, etc.

Be sure to specify all possible methods of payment and delivery of orders, indicate guarantees, return policy. Even if you have a separate section dedicated to such information, it is better to duplicate it in the card, because not every user surfs the site in search of detailed data. If you have real reviews from your customers, also add them here, which will automatically increase trust in the store and the product itself, and will influence the decision.

If we are talking about products where several modifications are possible, such as color or size for clothing, different options for characteristics for smartphones, then the available options should also be indicated in the photo or in the table with characteristics. The price should stand out against the general background. The font size here should be made as large as possible, and the font should be contrasting. And if this is a promotional offer, then it is necessary to indicate the original cost, cross it out and write the current one next to it. Thanks to this, a potential buyer will literally be able to visually assess his own benefit.

Also make sure that buyers do not have problems with ordering your product. The “Buy” and “Add to cart” buttons should be in the field of view. It is advisable to make them brighter and more contrasting. It would also be a good idea to use additional conversion elements, whether it is a price calculator, “Add to shopping list”, “Add to comparison”, “Add to Favorites”, a callback or chat button for online consultation, pop-up windows with special offers, widgets.

Another good option for improving conversion rates is to add a “People also bought this product” block to the product card. In it, you can make a selection of similar or related products. This way, you stimulate the audience to make additional purchases.

In any case, it is important for you to make a product card such that each visitor will appreciate its usefulness, convenience and thoughtfulness. And then, with a high degree of probability, he will not leave your site without a purchase.

Features of advertising in product search

Along with all the recommendations that we have given in today's review, you can also influence the display of your offer and make it appear higher than the rest in the gallery. This can be achieved by advertising in product search. Here we are talking about launching a dynamic ad using a YML file or using a single performance campaign (SPC). In the latter case, you need to select manual configuration of placements, and then mark those points that are relevant to you. After launch, your offer will be displayed in the search results immediately below the search bar in both general and product search.

But, as in the case of contextual advertising, it is important to understand that such an ad will work only as long as payment is received for it.

Evaluating the effectiveness of the work

Practice shows that getting stores into the product search literally within the first week gives good results. It is important for you to track the dynamics and understand how much the number of transitions to the site has increased, and along with this, orders. A good tool for implementing such work is the Yandex.Metrics report. Here you need to initially go to the "Reports" tab, then select the "Sources" option, and then the "Search engines" tool. After that, a graph and a table with information about user visits will open in front of you. If necessary, you can segment the traffic and see which transitions were from product results and which were from organic search. All the necessary data is specified in the settings. In particular, you need to click on the "Visits in which" button, and then select the last significant source "Search engine". You need to expand the "Yandex" item, select the "Search by products" option and click "Apply". This way, you have generated a report on the audience segment you need and will be able to understand how many people came to you from product search.

Among other things, such a document will display the number of visits, unique visitors, as well as the products that interested buyers the most. Be sure to pay attention to bounces. Here you can record all visits that ended with a short (no more than 15 seconds) viewing of one page. Today, a bounce rate of up to 35% is considered normal. If it is higher in your online store, you need to analyze the situation and identify the errors that led to such low results. Often the problem is hidden in inconvenient usability, long loading of the site. And this means that it is necessary to establish the exact reasons and eliminate them. This way you can correct the situation and provide your site with a good conversion rate.

Since last year, the search engine allows you to view statistics of impressions and clicks directly in your Yandex Goods personal account. Here you need to go to the "Goods" tab. Using the cursor, you simply indicate the point of interest on the graph and receive the necessary information on it. We would like to draw your attention to the fact that these statistics will not take into account either clicks or ad impressions.

You will find the level of income received from traffic from different sources in the "Analytics" tab. The information will be sent here directly from Yandex.Metrica. To do this, it is important for you to activate the counter, as well as e-commerce in the settings of this service. If you do not do this, you will be able to get only general information on traffic sources. It is convenient that in this report you can compare information for different time intervals, and also separately display statistics for both search and advertising traffic.

You will be able to get the most comprehensive picture of the work of your online store only after you have fully connected the functionality of Yandex and all the services that it offers to its audience today. Also, pay due attention to the design of product cards, and additionally launch advertising. This is what will provide a more than decent conversion rate for your site.

Let's summarize

Yandex product search is an opportunity to provide additional organic traffic to your site. This method is absolutely free to use. All you need to implement such an idea is to create and upload a special feed, as well as ensure the high quality of the site itself. In particular, it will be necessary to optimize it for the queries of search bots and user audiences, create a high-quality product card, supplementing it with clear, unique and detailed photos of the product, a detailed description of the characteristics, current prices, customer reviews.

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