The Optimization 2024 conference concluded with a panel where industry experts discussed key developments in SEO and the search marketing industry. Topics included advancements in search technologies, shifts in strategy, and the rise of neural networks in platforms like Yandex.
Changes in the Search Landscape
Mikhail Slivinsky, representing Yandex, highlighted recent trends shaping the Russian search market. He noted that Yandex has become more open, sharing details about updates to its quality metrics and other improvements. Transparency has become a priority for the platform.
Neural networks have also integrated deeply into search processes. Slivinsky pointed to the introduction of the “Neuro” service in Yandex search results. This feature provides aggregated responses from neural networks while linking users to the original sources. He emphasized how this approach improves search quality and user experience.
While acknowledging progress, Slivinsky said that the transition toward a more product-focused approach in SEO is ongoing and gradual.
Understanding Neuro Mode in Yandex
The discussion also delved into Yandex’s Neuro mode, which now processes around 20% of user queries. According to Slivinsky, Neuro serves as a sophisticated navigation tool, assisting users with complex queries by compiling relevant fragments from multiple sources.
Slivinsky reassured that traffic patterns remain stable despite fears about traffic displacement. Neuro is designed to guide users effectively while preserving site clicks and engagement.
Traffic and User Interaction
When asked about user behavior with Neuro, Slivinsky explained that users still interact with source links provided in the Neuro responses. However, the platform currently lacks a technical solution to separately track these interactions.
He acknowledged challenges in analyzing Neuro-driven traffic due to its unique design, which often features repeated references to the same sources. Despite this limitation, Slivinsky confirmed that user transitions from Neuro to source sites are consistent, with no significant decline in site visits.
Looking Ahead
The panel offered valuable insights into the evolving role of neural networks in search and their potential to reshape SEO strategies. As platforms like Yandex refine these technologies, the focus remains on balancing innovation with transparency and user engagement.
Optimization 2024 underscored the importance of collaboration between search platforms and SEO professionals to navigate these changes effectively.