This page describes something unusual: Yandex ranks corporate sites partly on signals about how the business behaves toward its customers. Not the site’s markup, not its links — its conduct.
The stated intent
Users should encounter dubious businesses less often, and honest businesses should gain more customers. The algorithm identifies sites and businesses acting in bad faith — Yandex’s example is a company that deliberately fails to provide services already paid for, or provides them improperly.
How it avoids being gamed
It relies on many factors and combines signals with cross-verification of data, which Yandex says makes fake complaints about competitors and self-published reviews useless. That claim matters in both directions: a competitor cannot bury you under invented complaints, and you cannot lift yourself with bought praise.
The distinction, in Yandex’s own examples
- Business A takes full prepayment for cleaning, and nobody arrives or ever intended to. The flow of signals is regular, the conclusion is bad faith, and the site’s standing is heavily affected.
- Business B assembles furniture well and on time, but was once significantly late and left a customer dissatisfied. This does not affect ranking — no business is immune to mistakes, force majeure or misunderstandings, and there was no malicious intent.
The line is pattern and intent, not incident count. One bad month does not qualify; a business model that systematically fails customers does.
The only remedy
Yandex is blunt: the sole way to change the algorithm’s treatment of a site is to change how the business treats its customers. As new signals accumulate, the algorithm re-assesses and the site can recover.
What this means for an SEO engagement
There is no technical work that addresses this. If a client’s site is affected, the honest answer is operational, and any agency claiming to fix it with markup or links is selling something that cannot work — the signals are about deliveries, refunds and promises, and cross-verified precisely so that on-site changes cannot fake them.
Comment nous l'appliquons
This is the page we point to when a client asks whether their service problems can be offset with more SEO. They cannot, and Yandex says so in plain language. The distinction between a pattern and an incident is worth passing on too: clients who have had one bad review often assume permanent damage, and that is explicitly not how this works.
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