Representation of information on a site

The ranking algorithm takes into account not only formal match to query text, completeness and relevance of represented information, but the page structure and design as well. Unlike printed books that most often use a common text representation format, the information published in the Internet may be designed in varying ways. A badly chosen information representation style may make its perception all but impossible. Yandex analyzes the convenience of information represented on the site for user perception. Among other things, the pages that have the information easily available and perceived get higher ranking than those that have it broken down into small pieces that get lost among ads. To avoid being penalized by decreased ranking, please read more about how Yandex treats aggressive advertisement, pop-unders and click-unders.

Yandex search robot does not perform active actions on a site. Because of that, only the information that is readily available and does not require additional actions (e.g. registering on the site, sending a SMS, entering some sort of code or an additional request) will be indexed. In other words, Yandex robot does not index so called deep web.

Here are the main principles you should follow while presenting information on your site:

  • The gist of the document should become clear from the first browser screen.

  • We do not recommend using layout elements that make access to text un-intuitive for the users: scroll windows, hidden popup widgets etc.

  • If the text is too long, break it down into major logical parts (e.g. by chapters, but not by paragraphs).


Well-structured pages with a careful layout are the most attractive for users, and make it much easier to find the required information.

Design of the main web page elements

  1. Web page title

    Web page title is a text enclosed in <TITLE> HTML tag. Using it, the web master helps the search engine understand the main topic of the page. Browsers display the text enclosed in the <title> </title> tags in the window title. The same text appears in the link that leads to your site from Yandex search results. In other words, it may be called your site's business card. Because of that, the exact wording of the title can encourage a user to follow the link and go to your site to obtain more information, or discourage from following. A good title, in addition to containing the keywords, is informative and relevant. The title must briefly describe the services you provide. It does not make sense to list many key phrases here: the users will not be able to see them because they just will not fit onto a screen.

  2. Design of titles inside the text, tags <H1> ... <H6>

    Correct layout of titles inside the text helps a user to understand faster what is on the page, i.e. saves time. In addition to that, it helps Yandex robot to figure out the document structure as well. Because of that, you should highlight the titles with these tags according to the document structure.

  3. Layout

    Try to make the page layout comply to the standards.

  4. Cross-browserability

    It is important that the information on your website should display correctly in all the browsers. If your potential client uses a browser in which your site displays incorrectly or does not display at all, it is most likely that the visitor will leave your site.

  5. <NOINDEX>

    You can use the <NOINDEX> tag to prohibit indexing of some text fragments. When using it, pay attention to ensure that the closing tag, </NOINDEX>, is always present where required.


If the users will never see certain text, do not publish it on your pages.