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Ad Sales on the Eastern Front.(Business; Russia)(Cover story)
Byline: Owen Matthews; With Anna Nemtsova In Moscow
Yandex dominates search with focus on local needs.
Like many foreign invaders before it, Google's advance on Eastern Europe has floundered in the difficult terrain of Russia. Poland fell to Google without much of a fight, as have most European markets. Yet the Russian Internet, with its Cyrillic script and 30 million users, has proved a tougher nut to crack. Although Google has had an office in Moscow since 2005, it only gets about 15 percent of Russian searches -- while the homegrown Yandex search engine gets 55 percent, followed by another Russian company, Rambler, with 17 percent. "For everybody who wants to read about Dostoyevsky online, check out a profile of a Russian politician, buy a Russian fur coat or headhunt for a Russian programmer, the best portal to use is still Yandex," says user Max Olevsky, director of Comtek Communications Technology, a Chicago IT company.
What did Yandex do right? Serve local users' needs, says cofounder and CEO Arkady Volozh. That means providing local-specific content like real-time graphics showing Moscow's chronic traffic jams and search technologies better suited for specific tasks, like trawling blog content or newsfeeds. Yandex's encyclopedia, news and dictionary searches combine Web-site searches with news archives and reference.
Yandex, ...
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