How Yandex Products Affect the SEO of Online Stores

There is a feeling that every online store at some point decides that it knows exactly how customers find it. They gather queries, distribute them across pages — so everything is fine.

Recently, I was analyzing a project — I needed to understand which queries the online store’s pages are actually showing up for in the search results, rather than what we had imagined in our semantics. As usual, I checked Yandex Products, looked at the visibility in search — and was a bit surprised

Interesting things pop up: somewhere products are being searched for, but we are not there at all. Somewhere impressions are happening, but clicks are not converting. Some pages consistently fail to reach the top, even though it seems they should ‍♂️

Plus, it’s clear where clicks are coming from — and this sometimes breaks expectations. Essentially, it creates a ready-made plan of what to do: where there is demand but you are not present — that means you need to fill that gap; where impressions are growing but clicks are not — that means you need to dig into the snippet, price, and product information displayed in Search. Yandex Products are becoming an integral part of SEO work, not just cards in a catalog — you look and understand what to enhance, where the growth potential lies, and where to invest first.

For those working with online stores — dive in and poke around, you might be surprised too.