A detailed guide to Yandex Webmaster: part 2

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In the previous review (part 1) we examined in detail what Yandex.Webmaster is and what role it plays for business, what opportunities you can get when working with a website and promoting it while using this service. Now we will continue our guide, paying attention to other sections present on the site. In particular, we are talking about such tabs as “Efficiency”, “Tools”, “Services and offers in search”, “Views in search”, “Links”, “Training”, “Settings”.

Thanks to this, you will be able to comprehensively evaluate the capabilities of Yandex.Webmaster and make a final decision on the advisability of using it when working with your particular site. So, let's continue to get acquainted with the main sections of this service.

“Efficiency” section for selecting queries, monitoring them and analyzing the market

Of all those Yandex.Webmaster sections that we cited earlier and those that will be discussed below, “Efficiency” can rightfully be called one of the most important for both SEO specialists and Internet marketers. Here you can track how often and for what key queries certain pages of your site are displayed in search results. This will allow you to identify the most effective queries in terms of promotion, analyze traffic in detail and get acquainted with all the offers presented in the niche.

There are also additional subsections here, which we will get to know further.

Assortment and traffic analytics

The Yandex.Webmaster section “Assortment and traffic analyst” contains a table with 2 tabs: for goods and for medical services. Here you will have the opportunity to analyze product categories that are in high demand on the modern market, individual products and brands, and compare prices. All this data can be sorted both by the entire site and by a particular region.

Here is also a filter system that provides more convenient and flexible management. If necessary, you can also download information for yourself and use it in subsequent work even without connecting to the service.

Market analytics and query selection

This subsection presents to your attention a full-fledged service for selecting key queries. It is already integrated into Yandex.Webmaster by default. Moreover, it provides the ability to additionally collect related words, using various variations taking into account competitiveness, region, demand, negative words and other indicators. All this information can subsequently be downloaded as an XLS file.

Query monitoring

Here Webmaster allows you to organize tracking of an unlimited number of queries for which your site will be displayed in search results. Along with standardized indicators, such as clicks, impressions, CTR, positions, here you will find a new parameter "Demand". It displays the popularity of your search query among the user audience.

You can independently customize the tracking table to the specifics of the upcoming work, using the filter system provided at the top of the page. In particular, you can sort queries with more than 10 impressions or with an average position (no higher than 5). It is very convenient that you are offered statistics not only for search phrases, but also for individual site URLs.

Query statistics

If you want to see the general statistics of queries for your site, that is, here you will need to go to the "All queries" tab. Also, as an addition, you can view a graph for other phrases selected by you. This is also configured through the corresponding item in the menu. By default, this page will display 3 different chart options:

Impressions. This will show you the number of times the site appears in search results for absolutely all search queries.
Clicks. This graph shows the number of clicks directly from the search.
CTR. This indicator displays the percentage of the total number of impressions to clicks.

Along with the graphs, the menu of this section of Yandex.Webmaster also offers several tabs. In particular, “Indicator” allows you to remove unnecessary graphs from the view or examine one of them in more detail, which will allow you to get a more voluminous and visual picture. The graphs themselves are additionally configured here by geographic principle. This is very convenient, since for a large number of queries, the results of regional search engine results may differ.

To see detailed statistics of impressions and transitions from mobile gadgets, you just need to select the appropriate item in the drop-down menu. If you see in the results that the traffic coming from mobile devices and desktops differs significantly. This will be a signal for additional checks. Perhaps there are errors in the mobile version of your site.

Here you will also have the opportunity to choose the most suitable time period for yourself. You can do this through the calendar built into its menu. We would like to draw your attention to the fact that it is best to study the data by days in a table, and not on graphs. Here you will be shown not only the current values, but also their difference from the same parameter recorded in the previous period. Thanks to color identification (the green number indicates positive dynamics, and the red ones indicate negative), the information becomes more visual and easier to perceive. If you pay attention to the chart icon located to the left of the table, you will see whether this option is activated or not.

Another tab in this subsection is “Popular Queries”. Here you can see impressions, CTR, clicks and other characteristics linked to specific search queries. If you click on the gear icon (“Settings”), you can additionally add to the table the parameters you need in your work. Clicking on the chart icon will automatically generate a graph for a specific query.

To perform the most comprehensive diagnostics, you will need to add the most important key queries to the “Favorites” section. This can be done through the “Group Management” tab. But we would like to draw your attention to the fact that real-time work is not provided here. Statistics will be collected in a few days. That is, you will not receive an instant answer. You can download all the received reports in CSV format for subsequent saving or processing.

Page statistics

We will not dwell on this subsection of Yandex.Webmaster too much, since its structure is quite similar to the option we considered above. The only difference here is that all impressions and transitions on specific pages of the site will be analyzed, and not by search phrases. That is, here you just need to select the desired page for studying the site in the tab located on the right. For additional convenience, you can use the search bar.

Group management

Here we are talking about creating your own groups of queries for faster and more convenient analysis of data specific to your site. To implement this idea, you will need to click on the "Create group" button and then write the appropriate name in the new window. The list of requests itself is loaded either manually or from a pre-formed file.

You can also create a group of queries by sorting them using the appropriate filter. We would also like to draw your attention to the presence of the “Favorites” group in this subsection of Yandex.Webmaster. To perform these tasks, you will need to go to the “All queries” tab, and then mark the necessary key queries with a tick and click on the “Add queries to Favorites” button.

“Tools” section for monitoring technical optimization of the site

Technical SEO is a key element of promoting any site. Its proper implementation directly affects how convenient the resource will be for users to work with, and whether it will meet the requirements and requests of search bots. In the “Tools” section service you will find a huge number of solutions that will allow you to perform a technical audit of the site as comprehensively as possible, as well as receive recommendations from the search engine regarding its improvement.

Now let's briefly consider the main subsections:

Robots.txt analysis. We have already talked more than once in today's review about the fact that this tool is used to hide certain pages of the site from indexing, or even sections in general. In this way, you hide everything that you do not want to add to the search. Most of these are administrative sections, duplicate pages, and confidential user information. It is convenient that Yandex.Webmaster will initially download this file immediately after you add it to the root directory of your own site. Before launching, we recommend using the appropriate option and checking the robots.txt file for functionality. If you see the message "0 errors" in the check results, then the file was compiled correctly and can be used. And in this subsection you can check a particular page for a ban on indexing. You simply enter the corresponding column of the page URL and click the "Check" button. A green check mark in the check results will indicate that a specific page is available for checking by the bot, that is, it will be indexed. Conversely, a red check mark will indicate that a specific page is closed from being indexed.
Removing pages from search. In this subsection, you can control the process of having pages in the search that are closed from indexing or removed from the site. It provides for mass deletion of pages containing a URL and identical characters or those that belong to the same section. According to the rules currently in force in the Yandex search engine, you can remove from the search pages that, when accessed by a bot, return a response with codes 404, 403 or 410, as well as those that you have closed from indexing via the noindex meta tag or the robots.txt file.
Sitemap file analysis. In part 1 of our review, we already talked about the sitemap and its importance at the stage of site promotion. Such maps will be placed on your resource in the root directory. They are generated automatically using the CMS plugin. You can also use one of the third-party programs if you wish. In this subsection of Yandex.Webmaster, you can check this file for errors. To do this, copy the entire text or upload a pre-prepared file. The simplest format for checking is to use a URL. If all work is done correctly, the service will send you a notification containing information that no errors were found. If the problem is present, the Webmaster will highlight a specific line and show the type of discrepancy.
Checking the server response. Surely you know that the correct operation of the site involves receiving a response from the server with the code 200 OK. But here it is also very important that such a response is as fast as possible. Experts recommend aiming for 0.2 s, but it is important for you to at least stick to the figure of 1 s. Otherwise, a long wait for the site to load will lead to the audience going to look for the information, goods, services they need on the competitors' site. To find out how fast your site or a particular page loads, enter its URL in the appropriate line and in a matter of seconds you will receive a response from Yandex.Webmaster.
Mobile Page Check. We have already mentioned in our reviews that Google has recently begun to pay serious attention to mobile search results. Yandex is not far behind in this regard. Search engines simply keep up with the times: modern users increasingly use mobile devices to surf the Internet. Therefore, it is important for you to constantly monitor whether your site meets the current requirements. In this subsection, you will find all the necessary information. You just need to enter the corresponding URL and get a checklist at the output. It is optimal that there are green checkmarks next to each of the items.
Micro-markup validator. Most modern sites use micro-markup to provide search bots with the most accurate understanding of what data is presented on a particular page, be it user reviews, contact information, product cards, etc. Quite often, the presence of micro-markup improves the external display of a snippet in search results. To check the validity of this code, you specify the URL of the page. If an error is detected, the system will send you a warning. We would also like to draw your attention to the fact that with the help of this validator, you can, among other things, check the microformats that the Yandex search engine currently supports. In particular, these are hCard and hRecipe.
XML validator. Today, the Yandex search engine actively uses affiliate programs. Through them, different companies can present their services, products, and offers. To do this, from time to time, you need to send the search engine the relevant data via an XML feed file. But here it is important to understand that the correctness of the data loading and its subsequent display directly depends on the correctness of its settings. That is, it is important for you to check the XML code. To do this, in this subsection, find the Yandex service that interests you at the moment, as well as a suitable method for sending information. The service will do the rest automatically. If an error is detected, you will be offered ways to fix it.
Control over the presence of the NCA certificate. Here we are talking about the security certificate, which is issued by the National Certification Authority. On its basis, a secure connection is formed for the domain. Its use on the site eliminates the need to use international analogues.

Section "Search Views" for familiarizing the audience with the site

The user's first acquaintance with your Internet site plays a key role in the course of subsequent interaction. It largely depends on it whether this person will become your regular customer or close the site literally a couple of minutes after entering. Therefore, it is in your interests to make the first acquaintance as positive as possible and provide good results. In this section, you can find those Yandex.Webmaster functions that will provide you with significant assistance in this. All of them are presented in the following subsections:

Fresh and relevant. Here you will find a simple and convenient RSS feed setup, thanks to which all new materials that will be added to your site will be included in the search results as quickly as possible. This application will be especially relevant for sites that specialize in news and sports topics.
Snippets and answers. If you go to this subsection of Yandex.Webmaster, you will be able to find detailed recommendations from the search engine regarding improving the site snippet. Here we are talking about the design of the link to your resource directly on the search results page. Practice shows that its external solution has a significant impact on click-through rates. This means that it is important to pay due attention to working with the snippet. That is, here you get acquainted with the recommendations that Yandex offers, and also see which of them are already used by you. For convenience, they will be highlighted by the system with green check marks. Next, you should pay attention to the unaccounted for ones and implement them in your snippet. Additionally, this subsection provides a large number of links to Yandex Help materials. It will not be superfluous for anyone who has their own online business representation, information site, etc. to familiarize themselves with it.
Quick links. All the links that will be displayed in the snippet are generated automatically by the search engine. The only way you can influence this is to disable their display by clicking on the corresponding checkbox. You can also remove them from the list of a specific page by clicking on the delete icon located on the left. We would like to draw your attention to the fact that Yandex offers more than one name option for a number of links. You simply choose the solution that is most correct for you and mark it by clicking on the arrow. If you see the "new" mark, it means that this is a recently added link. But the "cng" icon indicates that the link has changed its name or you are offered other possible options for consideration.
Regionality. If you work in a local market, it is important for you to configure the settings in such a way that the site is displayed exclusively to users from these cities, otherwise it will get lost in the vastness of the Internet, and you will not be able to find your clients. For this, regional binding is used. If your business has branches in different cities, then it is best to use information about the organization in Yandex Business. But you can also complete the upcoming work in this subsection of Yandex.Webmaster. First, click on the "Change region" button. Here, new windows will open in front of you, where you specify the desired city, region, country. Next, specify a confirmation link. This can be a link to your page with contacts, where information about the region and your activities is provided. After that, the request will be sent for moderation. If we are talking about information resources, that is, about sites for which regional binding is not relevant, you simply select the "No region" option here, thereby indicating to Yandex.Webmaster that this option is not interesting to you.

The last nuance here: this service perceives all subdomains as separate sites. This means that you will need to add each of them to Webmaster separately and specify the target region for them. The same recommendations will be relevant for different language versions of the same site.

Section "Services and offers in search"

This section of Yandex.Webmaster presents users with 2 subsections:

Feeds and errors. Here, webmasters upload feeds themselves in order to add their own offers to the product block of Yandex search results. If in practice it happens that the search engine rejects the uploaded offers, then a corresponding notification about this will appear in the "Errors and recommendations" tab. If necessary, you can directly request additional advice from a specialist by phone here. But we would like to say right away that the correct operation of the tool directly depends on its integration with Yandex.Metrica. That is, you definitely need to make such a connection.
Feed statistics. In this subsection, you will be presented with an assessment of the completeness of the assortment that you previously transferred in YML feeds and recommendations for its expansion, the dynamics of impressions, clicks in the search engine for Yandex products, the status of product offers. If necessary, from here you can literally go to Yandex.Metrica reports with one click.

The “Links” section, displaying errors during link building

Internal linking, building an external link mass of sites are some of the key stages of their promotion. And here, mistakes are often made that are recorded by the search engine and do not allow you to achieve the desired results. If something similar is detected on your site, you can find information about such problems in the "Links" section. Here, an additional breakdown into 3 separate categories is provided, depending on which link problems are discussed:

Internal links. During SEO promotion of Internet sites, it is very important to ensure effective communication between individual pages of one site. This is what will ensure a competent redistribution of the weight of different pages. The fact is that the more links are placed on a particular page, the more impressive and important it looks in the eyes of search bots. In addition, convenient and well-thought-out navigation, literally moving the user along the site, helps improve behavioral factors, minimizes bounce rates, and helps increase the length of time a certain person stays on the site. That is, it is important for you to constantly monitor your internal links, to understand how correctly your interlinking is implemented. If necessary, here you can filter out the reasons that led to the internal link stopping working. The information here is provided in a tabular format and involves specifying the URLs of broken links, as well as the pages that link to them.
External links. External SEO is no less important for website promotion than internal optimization. Recently, its weight in the promotion of the site has become slightly lower than several years ago, but it still plays a very important role. Search engines still take into account high-quality external links during ranking. In this subsection, you can see information about the total number of such links, as well as the dynamics of their set. It is especially convenient that in addition you can also see the statistics of the IKS indicators of those sites that link to yours. There is also the possibility of assessing the prevailing domain zones. At the bottom of this subsection, you will see all the URLs and their anchors that you use during external SEO. If necessary, you can additionally use filtering by parameters, as an option, sort the referring sites by the IKS indicator.
Broken links. This subsection of Yandex.Webmaster will collect information about all broken links, both internal and external, and even outgoing. The information is also provided in a tabular format. Here, the sources and donors of links will be indicated, as well as the code of the detected error. If necessary, you can download all the information presented here in XLS or CSV format.

Section “Training” with short videos on relevant sections of the service

Yandex.Webmaster made sure that users could quickly and easily understand the specifics of this platform, get answers to their questions even without direct communication with managers. For this purpose, in the summer of 2025, the tool added a “Training” section. It contains a mini-course consisting of 4 short videos created by specialists for ordinary users. It provides information on how to:

analyze a market niche and work with demand;
monitor popular sites and pages in the Yandex search engine;
select relevant keywords;
create landing pages that will prove extremely effective in practice.

If necessary, you can additionally receive a summary of these short video courses and related materials in your account in Telegram messenger.

Sections “Settings”, “Help” and “Support” for easier and more efficient work in Yandex.Webmaster

And all these sections were originally provided in Yandex.Webmaster, but relatively recently after the latest updates they were moved to the bottom of the interface. You can find them by the following icons:

Notifications. If you want to constantly stay up to date with the latest changes on the site, updates, ongoing events, click on this icon. Here you can configure the receipt of relevant notifications in the most convenient way for you, be it sending messages to email, Telegram, push notifications, or within the service. You just need to click next to the most suitable method for you, thereby activating the notification icon. If you do not make any manual settings, then notifications will come based on the settings that are here by default. In particular, here we are talking about internal notifications.
Help and support. This is an icon with a question mark. If you click on it, the service will automatically redirect you to the section with reference materials, Telegram channel, chats.
Access rights. Such a subsection will be useful if you need to transfer the rights to manage the site to another person. Here you will need to specify the name of the account in the Yandex system in the corresponding line. Everything that will be above is this is a list of users who already have access to the Yandex.Webmaster service linked to your site.
Linking to Yandex.Metrica. We have already talked about the fact that in order to obtain the most detailed information about the site's operation, it is important to link Yandex.Webmaster to Yandex.Metrica. To implement this idea, you need to click on this icon, and then on the "Add counter" button. After that, a new window will open in front of you, in which you need to enter the counter number. Then you go directly to the Yandex.Metrica platform and here you confirm your management rights. As soon as these works are completed, you can go to the "Indexing" section and here you can activate the "Bypass by counters" option.
IKS icon. If you are faced with the task of notifying visitors and potential partners about the reliability of your site, indicating that it has earned good ratings and trust from the Yandex search engine, you can implement this idea here by adding a new icon with the IKS indicator to the page. To do this, you must initially select the appropriate color and language for such an icon, and then copy the automatically generated code and paste it into the footer of your site.
Useful services. Here you will find official links to all Yandex services for business and will be able to use the information received to effectively promote your site.

Summing up

We hope that in our guide to Yandex.Webmaster you found useful and valuable information for yourself, understood how important it is to use this tool to get a comprehensive picture of how the search engine sees your site as a whole. Here you will find a huge variety of tools that will help improve the promotion of the site in search results, ensure a stable flow of organic traffic to the site, as well as the target audience directly from the search.

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A detailed guide to Yandex.Webmaster: part 1

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