Yandex sorcerers: how to get into them

SEO website promotion is a rather complex and comprehensive work, which involves taking into account a huge number of different factors and aspects. Practice shows that even precise adherence to the current requirements of search engines does not always meet expectations and give good results. One of the reasons for this may be the so-called sorcerers, that is, elements of parallel search. They will provide relevant answers from the search engine's own services or official sources in response to a user's query.

The problem is that most of the sorcerers' snippets stand out visually from the main results in the search results, which attracts the audience's attention. As a result, people simply pass by other links. Moreover, quite often they are placed above the main results, ending up in the so-called "zero result" or in the right part of the window. The main goal of the sorcerers is to give the user a short answer to his request directly in the search results, excluding his transition to the website pages.

All these moments have an extremely negative impact on Yandex organic search results, especially in terms of high-frequency commercial queries. At one time, SEO specialists had to fight with aggregators that literally flooded the first positions in search results. Today, the leading positions are occupied by bright, original snippets of Yandex Services, Images, and on the right side, the Yandex Business block catches the eye. And in all this, even those sites that managed to move to the top of organic search results get lost.

To survive in such conditions, modern SEO specialists are forced to take into account the presence of sorcerers for key search queries, because without this it is impossible to assess the effectiveness of promotion. In practice, it increasingly happens that even those sites that end up in the TOP will not receive traffic - it will all go to Yandex's own projects. For the promoted resources, this will have extremely negative consequences, but the business itself can even benefit from this. The only condition here is to take a place in these very sorcerers.

We will talk about how to implement this in practice in today's review. In particular, we will consider the main types of sorcerers that it is desirable for modern businesses to get into, as well as how to perform the upcoming work simply and correctly. We will also highlight a number of elements of parallel search that are completely unsuitable for business. The information provided will help you discover new opportunities for developing your own business, ensuring a stable attraction of buyers and clients.

"Good" sorcerers and how to get into them

If you analyze the official documentation of the Yandex search engine as of 2019, you will notice that it contains information about about 40 types of sorcerers. But over the past 6 years, the situation has undergone dramatic changes. The search engine is constantly at the stage of improving the change. Yandex constantly launches new formats for testing and removes those solutions that in practice turned out to be ineffective and irrelevant at the moment. Significant changes also affected the appearance of parallel search elements. Therefore, now we will consider only those options of sorcerers that are relevant today and are able to provide a good effect for promoting a business and attracting the attention of the consumer market to it.

Yandex Maps

Currently, the Yandex Maps service is extremely actively used by businesses. Many companies with offline offices have created their profiles here, attracting a local audience. People who are looking for certain goods, services, be it a grocery store, a pastry shop, a car repair service, hotels, restaurants, beauty salons and much more will be able to find detailed information about the business in a mobile application, directly on the map in the search results or in Yandex Navigator. We are talking about such data as the actual address, work schedule, contact information, rating, user reviews. Moreover, with just one click you can lay the optimal route. It is convenient that the service will display those business offices that are in close proximity to the person who wants to use them.

Creating a profile on Yandex Maps will also be useful for companies that work only online. Here you can collect user reviews, increasing the level of trust from potential buyers, improving brand visibility, and the number of mentions of it online. Such a sorcerer can be displayed on the main search results page in several formats:

1. Snippet. Externally, it somewhat resembles contextual advertising, with the difference that right next to the name of the service or product there will be the inscription “near me on the map”, and then there will be a link to the geolocation and brief information about the company itself. If the user clicks on the “More” button, he will be able to study more detailed information about the business.
2. A map with geotags and a carousel of representative offices below it. It is placed to the right of the search results. That is, in this case, the user sees on the map the location of offline representative offices of the business in the immediate vicinity, and in those cards that are displayed in the carousel - a photo of the company, its rating, work schedule, exact address, phone number, as well as related information.
3. Quick response. Also represents a map with geotags and a carousel with offers. It is placed directly above the main issue and contains brief information about the business along with a photo, placement on the map. Provided in response to commercial requests from users.

In order for your company to be included in the Yandex Map wizards, you must initially register it in the Yandex Business service. To do this, you fill out your profile, enter all the information that the system requires. In particular, the field of activity is selected, contact information and possible methods of communication are written down, several photos are added, as well as videos, if they are relevant here, links to the official website and representative offices in social networks. If desired, you can also connect the online booking option here, which will be relevant for cafes, bars, restaurants, hotels, beauty salons, medical centers and other similar organizations. If you have several representative offices, you can combine them all into one network. Thanks to this, your customers will be able to choose the most convenient address for themselves.

Perhaps you will be interested in studying such a question as “Contextual advertising on Google Maps”.

Quick answers from neural networks

Today, this format of sorcerers can rightfully be called one of the most popular and in-demand. Here we are talking about the fact that the search engine, in response to informational user queries, will place answers generated by a neural network belonging to Yandex above the main results. Such answers can also be placed as an extended block on the right side of the main window with search results. Quite often, together with such answers, a snippet containing brief information on related queries, as well as links to the main sources, also appears.

Answers to user queries are generated by a neural network from the YandexGPT family. This is a fairly advanced technology that selects the most relevant materials and provides answers in real time. It is convenient that links to primary sources are additionally attached here. This means that a person will be able to follow them and study this issue in more detail. And you can also start a conversation with the neural network by asking it clarifying questions. To do this, you need to go down almost to the very bottom of the answer, find the button “Specify the question”, click on it and write your question.

But despite all the technological advances of this tool, it is impossible to say exactly what the system is guided by when adding links to certain sites. It is only known that quick answers are formed by the neural system based on information taken from pages that were previously indexed by the search bot. To increase your chances of getting into such a sorcerer, pay attention to the quality of your site. Make sure that the material presented on it is as accurate, correct, reliable as possible, has a structured presentation, and is easy to perceive. Only in this way will the Yandex neural network be able to distinguish your site from competitors, take it as a basis and add a link to your site as a primary source.

Yandex Market

Getting into such a sorcerer is a great option for a business operating in the e-commerce sector. In this case, you will be able to attract a stream of target audience to your pages thanks to the extremely active promotion of your products by the search engine itself. That is, you initially place your profile on Yandex Market, and then attract an audience, increase the level of trust in your business thanks to reviews that previous customers will leave both about individual products and about the company as a whole, a well-deserved rating.

The Yandex Market sorcerer can be displayed on pages with search results using a regular or extended snippet. In the first case, this will be a text message of an advertising plan, placed above the main issue and calling for the purchase of this or that product on Yandex Market. A link to the product catalog will also be presented here, as well as a short description. Unlike the regular one, the extended snippet will also contain a carousel of product cards, supplemented with photographs and a description of each item. Recently, the extended snippet has been replaced by the so-called extended advertising blocks of Yandex Market. It will always be placed in the first position and is issued as a response to high-frequency user queries. As soon as you click on the corresponding card, you will be able to go to the product page on your site.

To get into the Yandex Market sorcerer, you need to register directly on the trading platform belonging to this search engine. This is a mandatory condition: the system will issue offers exclusively from its sellers. And here there are several mandatory conditions:

1. The presence of registration of an individual entrepreneur, legal entity or self-employed person.
2. Indication of the code of the All-Russian classifier of types of economic activity with the addition of the corresponding numerical value (OKVED). This requirement will be mandatory for all sellers except for the self-employed.
3. Creating a separate page for each product item, through which users will be able to place an order later. That is, here the redirection should lead directly to the product card, and not to the general product catalog.
4. Strict compliance with all legislative norms and requirements in the field of advertising products. That is, it is important to take into account the absence of a ban on online sales of your category of goods.

In order not to make a mistake, it is initially important to study in detail all the requirements for placing your business on Yandex Market. Only after filling out the profile and completing the registration will the site issue your product cards in response to commercial user requests.

Auto.ru

Auto.ru is another individual project of the Yandex corporation, the essence of which is the publication of advertisements for the sale of new cars and those that have already been used. On this site you can find ads from both individuals and car repair shops and dealers. As a check of vehicles, the state registration plate and VIN code are necessarily tracked. This allows a potential buyer to find out the current mileage of the equipment, the history of maintenance, the purity of legal transactions that were previously carried out with it. This means that if you specialize in the sale of new and used cars, then it is important for you to get into the Auto.ru sorcerer. Thanks to this, product cards with your positions will appear in the search results of the Yandex search engine in response to requests from people who are looking for a vehicle for themselves.

To get into this sorcerer, you will need to register on the Auto.ru website as a seller. Carefully study the terms of posting an ad in advance, pay attention to the cost. Here everything will depend on what kind of vehicle we are talking about. It is one thing if it is a new car and quite another if it is used. The price is also affected by the type of equipment, the region of sale, as well as a number of other parameters. We would also like to draw your attention to the fact that the Auto.ru website additionally provides a paid promotion function for advertisements.

Yandex Food

Yandex Food is a service that specializes in processing requests related to food delivery to certain locations. Until about 2020, such a sorcerer was shown in the search results in the form of a carousel with cafes and restaurants available in a particular region. These were colorful photos with an additional description. But after Yandex Maps came into widespread use, the relevance of this service gradually began to decline. But today this sorcerer continues to work, although its format has undergone some changes. In particular, there are no pictures anymore, and the ads look like regular contextual advertising with additional explanations regarding the terms of food delivery. Most of them contain information about the region of business activity, the average order fulfillment time, etc.

If you specialize in food delivery, then you should not neglect such opportunities. This is what will allow you to find new customers, improve the quality of services provided, and at the same time the level of customer satisfaction. To get into the Yandex Food wizard, you need to do the following:

1. Send a cooperation request to the Yandex Food service, thereby connecting your establishment to this platform. Do not forget to accept the offer and make a payment of 100 rubles.
2. Create a separate page for your establishment, add a menu to it along with current prices, supplement it with high-quality and detailed photos of each item. If you are not sure that you can do this work as correctly as possible, ask for help from representatives of the Yandex Food service. For an additional fee, they will conduct a professional photo shoot.
3. Constantly keep information about your products up to date. This is true both for the menu itself and for prices.

We also want to draw your attention to the fact that your establishment must be registered as a legal entity or individual entrepreneur. The attractiveness of the profile itself directly affects whether you get into the Yandex Food sorcerer. It is convenient that registration on this service does not require additional payments from you (except for 100 rubles, which we talked about above), as well as the need to use the couriers of this site. You also get the opportunity to use a mobile application for faster and more flexible order management.

Yandex Pictures

Yandex Pictures is an ideal solution for sites that have high-quality professional photographs in their selection. In organic search results, such a sorcerer will be presented as an extended snippet. In some cases, it can be displayed as a fairly large block to the right of the main search results. If users want to refine their query, they will need to use a special filter system located right below the search bar.

You can get into the Yandex Images wizard both by commercial and by informational queries. You just need to fulfill a number of mandatory conditions:

1. Pay attention to the quality of your photos, pictures. This should be truly professional material. It is also mandatory to provide accompanying text that reveals the specifics of what is presented in the image.
2. Name each file clearly, literally in a couple of words describing its contents. Be sure to fill in the alt and title attributes. Let us remind you that search engines cannot understand the contents of images. They are guided only by the description you left and, based on it, add a particular image to the display in accordance with the user's request.
3. Transfer information about your products to the service in YML format, and also implement schema.org micro-markup on the site.

Compliance with these requirements will be enough for your photo to be displayed in the Yandex image wizard.

Yandex Services

This version of the wizard, Yandex Services, should be of interest to representatives of small businesses. In particular, we are talking about any private specialists, be it a computer master, pastry chef, nutritionist, trainer, lawyer, as well as all those who provide services. As soon as the user enters the corresponding request, the search engine will display an extended snippet containing a list of offers. Here, users will be able to see a description of the service and its price, reviews, and also follow a direct link to the performer's card. If the options presented in the carousel are not enough, you can click on the "All performers" button, thereby going to the corresponding Yandex Services catalog.

To get into such a sorcerer, you will need to create your own profile on the service. This service is completely free. Along with private specialists, organizations will also be able to post their portfolios here. If necessary, you can also connect paid promotion, thanks to which your ad will be shown in higher positions in the search in response to user queries. But to promote for free, you need to make a professional profile. It is important that it contains as much useful information as possible, including photos, a full list of services with prices. Also think about how you will encourage your customers or clients to leave reviews. The Yandex Services service has a built-in help containing detailed information about all the rules for posting profiles on the platform.

Yandex Real Estate

The Yandex Real Estate sorcerer should be of interest to realtors, real estate agencies, and developers. Today, the first positions in the search results for user queries on the topic of buying housing, office commercial properties or renting them are occupied by the offer of this service, as well as by its closest partners. In most cases, an extended snippet of Yandex Real Estate is initially placed, which will contain 4 links that allow you to quickly go to a particular section of the resource. And only after them will contextual advertising be displayed. Even lower, the site offers to get acquainted with offers from partner sites.

Anyone who creates a corresponding ad here will be able to get into the Yandex Real Estate sorcerer. This can be done either manually or using an XML feed. The publication on the site itself is free, but in most regions the number of such ads will be limited. If you want to remove the limits, provide your ad with priority placement, you will need to use paid options. Yandex Real Estate also has a built-in help with all the requirements and rules.

Yandex Video

Getting into the Yandex Video wizard is a good option for promotion in social networks, Zene, Rutube, VK Video, OK, Mail.ru, YouTube. This service allows you to find interesting videos, watch them, save them to yourself. We are talking about materials that are freely available on the network. Externally, they are displayed as an extended snippet containing links to video content that corresponds to the essence of the entered user request. This can be both commercial and informational material. That is, if you specialize in creating high-quality and expert video content, if you would like to increase the number of subscribers on your channel, then you should definitely be interested in the Yandex Video sorcerer.

The videos themselves can be viewed on the service page. If desired, users can also go directly to your site by clicking on a direct link. To get into such a sorcerer, you must ensure compliance with the following requirements:

1. Player support for the secure HTTPS protocol.
2. Absolute compliance with the basic requirements and standards of the Yandex platform for advertising that will be placed in video content.
3. Implementation of special Open Graph micro-markup for video and player, as well as Schema.org.

Courses

Such a sorcerer is intended to promote various educational online courses, sites. It is presented as an extended snippet containing information about course collections that interest the user on various platforms. It will be displayed in the search in response to the corresponding request. Such a sorcerer additionally contains a filter that allows you to sort paid and free programs. It also contains information about the cost, and in some cases also about the start date of the courses, their duration, and number of hours. If the user clicks on the corresponding link, a new window with more detailed information will open in front of him. There will also be a button to go to the main page of the educational program.

Currently, the course sorcerer is displayed in response to user requests in 10 different areas: programming, studying sciences, marketing, design and UX, analytics, self-development, game creation, retraining, creativity, business and management. If you work in one of them and offer online courses, then you initially need to generate the corresponding YML feed and upload it to the webmaster section. We would like to draw your attention to the fact that Yandex classifies this type of extended response as “Augmented View”. We will discuss this in more detail below.

Yandex Travel

The Yandex Travel service is an extremely popular aggregator of offers for tourists today. Here you can find and book hotels, buy bus, train and air tickets, and select ready-made tours. This sorcerer will be displayed in response to user queries such as “London-Paris”, “Tour to Malta”, etc. In this extended snippet, users will be able to additionally use filters, sorting directions, dates, cost and a number of other parameters. Also, in a special tab, you can select the best type of transport.

It is convenient that here you can compare prices with each other, as well as follow direct links to the official websites of organizations to make a purchase. You can also buy bus or train tickets directly on the Yandex Travel service. The user will be redirected here automatically after clicking on the price. But if you perform such an action when buying airline tickets, the site will redirect the user to the official website of the airline.

The connection method depends on what kind of business we are talking about. So, if these are hotels, then you will need to use the partners of the Yandex Real Estate service, such as Travelline or Otelix. If these are tour operators, then an official application is initially submitted to the mail partner-tours@yandex-team.ru. Other services can find relevant information on connection methods in the corresponding section of the help.

The main alternative to sorcerers

If you want to stand out from the competition and attract the attention of the audience to your business, then sorcerers from Yandex are not the only option. Today, the search engine also offers business representatives to use the so-called enriched answer. This is also an extended snippet, which will contain a more extensive gallery of news or products with photos and quick links for transition. The following businesses can use enriched responses:

• Online stores. Snippets containing one or more products will be displayed here, as well as additional information about the opening hours and address.
• Official websites of certain companies. Supplemented with quick links for transition, opening hours, and address.
• Sites dedicated to cooking. Such enriched responses will contain a photo of the dish and its recipe, as well as links to sections of the site.
• News platforms. Such cards mostly contain news blocks, videos, quick links.
• Social networks. Include information about the person himself, the community.

By and large, enriched responses are suitable for any other content sites. To take advantage of this offer, you need to add the appropriate markup for each content option or become a partner of the most suitable Yandex service.

What is an additional view?

Additional presentation in search results is a tool that has been in testing mode for quite a long time. By and large, these are the same sorcerers that we are talking about in today's review, only they will be relevant not only for Yandex, but also for other platforms, that is, they go beyond the ecosystem of this search engine. Currently, representatives of the following businesses will be able to use this tool:

1. Real estate.
2. Education.
3. Vehicles.
4. Vacancies.
5. Doctors.
6. Banking services.
7. Performers.

Also suitable for launching recommended events, sites selling tickets to their own events, aggregators. To connect to it, you will need to initially select the optimal area, prepare and upload the YML feed to Webmaster.

We would also like to draw your attention to the fact that today there are already quite a few sorcerers among Yandex's competitors. Moreover, under public pressure and FAS warnings, the platform had to show such extended snippets in its own search results.

That is, so that a business can get additional opportunities for development and audience attraction, do not neglect the opportunities that modern sorcerers give to companies. Connect to services related to your business, develop it with minimal effort and time and money. But there are still those solutions that you will not be able to use. Moreover, there is no need to connect to them.

List of sorcerers that you will not be able to get into

In addition to the sorcerers that we talked about above, Yandex also has a number of similar tools designed to solve exclusively informational problems. Most of these are quick answers or hints from the search engine neural network. Here, concise answers are provided to specific user questions such as “what will the weather be like tomorrow”, “who is the author of the book “The Master and Margarita”, “dollar exchange rate”, “circle area formula”, etc. They are also used to translate a certain phrase or word, provide information about a particular film, be it the cast, rating, reviews, brief description.

Among the most popular options, it is worth highlighting:

• Match results. Along with this, a video of the game itself, the team roster, and a brief description of the main events can also be displayed. You can also click on a special link and go to the full game view without spoilers.
• Correction of spelling errors, typos, keyboard recognition. You can also add the word "translation" to the main request to use the Yandex Translator services.
• Time. Displays accurate information about the time in a given region or anywhere in the world. You can also find out the time difference between the specified localities.
• Colors. Such a sorcerer will show what a fairly rare shade will look like. It is interesting that Yandex understands not only verbal formulations, but also knows the classification of colors in the HEX, RGB, HSV systems.
• IP-address of the user, as well as data on Internet speed, region of the device, screen resolution, browser used.
• Converter of units with automatic translation.
• Quotes of securities, stocks, raw materials, exchange rates, including with a calculator.

We would also like to draw attention to the fact that for a number of issues related to psychological support or getting rid of addictions, sorcerers will give out phone numbers of the corresponding hotlines.

It is clear that most modern businesses do not make sense to use such options at all, but it will not be superfluous to know about this.

Let's summarize

In today's review, we examined in detail the maximum information about Yandex sorcerers that will be useful to modern business representatives, as well as those that are not even worth chasing after, because they will not give any positive effect for companies and private entrepreneurs. Unfortunately, it is impossible to fight them today, but you can use them for your own purposes, developing the company, attracting an audience to it, increasing loyalty from the target consumer.

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