Although Yandex may not explicitly label author authority as a ranking factor, many of its existing ranking criteria evaluate aspects of content and site credibility, which indirectly contribute to the perceived authority of the author.
Yandex focuses on a broader array of signals that influence rankings, many of which were revealed in a data leak in 2023. While Yandex doesn’t have a direct “author authority” factor like Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness), it does incorporate factors that indirectly measure the credibility and quality of content.
Key factors relevant to content authority include:
- Content Quality and Relevance: Yandex heavily weighs the relevance of the content to the search query. It analyzes keyword usage, content structure, and synonyms to determine how well a page matches the user’s intent. Higher-quality content with relevant keywords is likely to rank better.
- Link Authority: Similar to Google’s PageRank, Yandex uses link-related factors, such as the number and quality of inbound links. Links from high-authority websites, like Wikipedia, have a significant positive impact on rankings.
- User Behavior Signals: Yandex places strong emphasis on user behavior metrics like click-through rate (CTR) and dwell time, which reflect how users interact with a page. Pages that satisfy user intent and keep users engaged tend to rank higher.
- Topic-Specific Authority: In certain sectors like legal, medical, and financial topics (often referred to as YMYL—Your Money, Your Life), Yandex may apply stricter content and authority standards. These topics require higher-quality content from reputable sources.