Russian jewellery store — 60% positive Yandex TOP-10 across 12 reputational queries
Monitored queries
Positive sentiment
Irrelevant content
Yandex markup completion
Task
A Russian jewellery e-commerce with country-wide delivery. Outdated negative reviews surfaced for brand and reputational queries; potential buyers checking the store before a high-AOV purchase saw the negativity and bounced to competitors.
Brief: take control of the reputational SERP — push out negative and irrelevant results, fill TOP-10 with sites carrying current positive reviews.
What I did
Reputational audit. Analysed Yandex and Google TOP-20 across 12 queries; mapped which platforms are controllable and where negativity lives.
Review platforms. Set up and optimised profiles on Yandex Maps, Otzovik, iRecommend, Flamp; built triggered post-purchase emails to collect real reviews.
Content displacement. Published expert articles on Russian thematic sites — buying guides, collection reviews, jewellery-care guides — mentioning the brand. These pages started ranking and pushing negativity out.
Sentiment monitoring. Weekly tracking across all 12 queries; rapid response on any new negative result with brand reply or counter-content.
Result
Over 3 months: positive sentiment 60% in TOP-10, neutral 21%, irrelevant 19%, Yandex markup completion 79%. Negative reviews pushed out of TOP-10 across all 12 queries.
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