Google vs Yandex in Kazakhstan — where a business should promote itself

Introduction

Many Kazakhstani companies ask: where is it better to promote a website — in Google or Yandex?

Both search engines are popular, but their audience, algorithms and promotion effectiveness differ. Let us figure out which platform is more profitable specifically for business in Kazakhstan.

1. Market share distribution in Kazakhstan

According to 2025 statistics, Google accounts for about 85–90% of search traffic in Kazakhstan, while Yandex has less than 10%.

This is because most users use Android smartphones, where Google is installed by default.

📊 Conclusion:

If you want to reach the widest possible audience, bet on Google.

2. Features of promotion in Google

Advantages:

• The main source of traffic in Kazakhstan;
• Easy integration with services (Analytics, Ads, Maps);
• Fast indexing of new pages;
• Local SEO works well — you can promote in specific cities: Astana, Almaty, Shymkent.

Disadvantages:

• Higher competition;
• Requires quality content and regular updates.

What matters for Google:

• relevant headings and meta tags;
• unique texts;
• website loading speed;
• mobile adaptation;
• natural links.

3. Features of promotion in Yandex

Yandex is still popular among users who came from Russia and the northern regions of Kazakhstan (Kostanay, Petropavlovsk, Pavlodar).

Advantages:

• Less competition in some niches;
• Results are visible faster for low-frequency queries;
• Yandex Business and Yandex Maps are available for local promotion.

Disadvantages:

• Smaller audience;
• Slower indexing;
• It is harder for new websites to get promoted.

4. Where advertising is more effective: Google Ads or Yandex Direct

For Kazakhstan the undisputed leader is Google Ads.

Reasons:

• more users;
• better targeting by regions of Kazakhstan;
• a clear interface and automatic strategies.

Yandex Direct can be used as an additional channel if you also promote to the Russian market.

5. The optimal strategy for business

The best option is a combined approach:

1. Main promotion — SEO and advertising in Google;
2. Additional presence — in Yandex Maps and Yandex Business;
3. Placing the company in Google Maps, 2GIS and local directories.

This way you will reach the entire target audience of Kazakhstan without losing clients from regions where Yandex is still used.

6. What Webman.kz recommends

🚀 For most companies in Kazakhstan it is more effective to focus on Google SEO and Google Ads.

This gives a steady flow of leads and predictable growth in positions.

Our studio helps businesses:

• get a website into the Google top in Kazakhstan;
• launch advertising with payment for results;
• improve the structure and conversion of the website.

Conclusion

In short:

• Google is the leader and provides the main flow of clients;
• Yandex is an additional tool, useful for regions and branding.

Promotion in Google is an investment in a long-term result.

If you want your website to bring a steady flow of clients, order an audit and a promotion strategy at web-man.kz.