Yandex Announces “Interactive Snippets” & SERP Redesign At Moscow Conference

Yandex has presented what it claims is a new concept in search engine results pages to a Russian audience at an online industry conference in Moscow. They’ve nicknamed the new concept “Islands,” but are describing it functionally as “Interactive Snippets” and the next step on from rich snippets.

To be launched in a few weeks in Turkey, followed by Russia, the new interactive snippets enable webmasters and publishers to coordinate their own on-SERPS interactions with users which are fully controlled by their own sites.

Yandex's New Interactive Snippets Could Be Used To Display Movie Titles.  Source:Yandex

Yandex’s New Interactive Snippets Could Be Used To Display Movie Titles. Source:Yandex

In a similar manner to rich snippets, the interactive versions are dependent on publishers marking up their content or alternately adding features to Yandex’s newly expanded webmaster tools console. The snippets can require a more expanded use of schema.org markup; but, Yandex believes that facilitating a rapid start to the user’s journey directly from the SERPS will improve user satisfaction and conversion rates.

Yandex's New Interactive Snippets Could Be Used To Check Cinema Times  Source:Yandex

Yandex’s New Interactive Snippets Could Be Used To Check Cinema Times Source:Yandex

Yandex CTO and co-founder Ilya Segalovich accepted that the concept depended on the cooperation of webmasters for its success.

“Publishers need to bring up to speed their Web-based activities to a level of usability delivered by apps to achieve an alignment of the Web and mobile worlds. Sitelinks are an outdated way of doing this and rich snippets are mere decoration.”

“All our user research shows they are incredibly impatient and some will leave a search results page in less than half a second if we don’t deliver what they want. By enabling them to start filling in contact forms, book appointments or get directions directly from the SERP, we get them hooked into the process more quickly and help them start their journeys much faster.”

Yandex's New Interactive Snippets Could Be Used To List Products.  Source:Yandex

Yandex’s New Interactive Snippets Could Be Used To List Products. Source:Yandex

Ilya Segalovich carried on by stressing, “At no point are we taking control of these interactions from webmasters. They can add and remove them at will and we will respect their wishes at all times. We do not own these interactions, we merely create a bridge between search and visit where the interactions can begin.”

He also confirmed that no ranking preference would be directly given to publishers who deploy the interactive snippets but because Yandex includes user behavior as a signal including click through rates, if the snippets proved attractive they could provide an indirect lift to adopters.

Yandex's New Interactive Snippets Could Be Used To Check In For Flights.  Source:Yandex

Yandex’s New Interactive Snippets Could Be Used To Check In For Flights. Source:Yandex

Simultaneously, Yandex is rolling out a new SERPS look and feel to accommodate the visual needs of the interactive snippets. Yandex also confirms that they have undertaken considerable research and discussed the new features with major sites targeting Russia, Turkey and the former CIS states. An example of the approach is available at beta.yandex.com

Yandex's New Interactive Snippets Could Be Used To Book Hospital Appointments. Source:Yandex

Yandex’s New Interactive Snippets Could Be Used To Book Hospital Appointments. Source:Yandex

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Search Marketing | Top News | Yandex

Sponsored


About The Author: is a linguist who has been specializing in international search since 1997 and is the CEO of WebCertain, the multilingual search agency and Editor-in-Chief of the blog Multilingual-Search.com. You can follow him on Twitter here @andyatkinskruge.

Connect with the author via: Email | Twitter | Google+ | LinkedIn



SearchCap:

Get all the top search stories emailed daily!  

Share

Other ways to share:
 

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.
  • http://twitter.com/optimizethis Keith Brown

    If Google ever allows this level of manipulation of their SERPs…one can only image the wave of cute and cuddly animal updates that would follow. Pandas and penguins just wouldn’t be able to fight that level of spam.

  • Pierre Gardin

    This design reminds me of something….

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest

 
 

Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States

Europe

Australia & China

Learn more about: SMX | MarTech


Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!

 


 

Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide