We find out what sorcerers are in search engines, why they are needed and how to work with them.
What is a sorcerer?
This is the name for snippets in search results that display the information you are looking for in a more convenient format. For example, when searching for a place, the user will see a visual block with a map and the corresponding address.
Another example is an information card from Wikipedia, which appears when you enter the name of a famous person or some popular place.
The vocation of sorcerers is to simplify the life of people using a search engine, speed up the search for information and give out the necessary data as quickly as possible. But this approach makes life difficult for many sites.
The Witchcraft Problem
Sorcerers are always striking, as they visually stand out against the background of organic rendition. They contain a lot of information that can influence the opinion of users. For example, the rating of an organization in Yandex.Maps, user reviews about the company in directories, comments about the brand s work in Yandex.Q, etc.
Negative reviews in sorcerers can form the first impression of your product (organization, website), so you need to influence them and work on your own reputation in the sources that are the information base for sorcerers.
More about wizards in Yandex
Examples of sorcerers
Yandex can display the following types of data as snippets:
Addresses and a map of a specific place for inquiries in the spirit of “hairdresser at the address”, “VTB Bank”, “family cafe” and so on. It shows how to get to the place, how much a taxi will cost.
An additional card with customer reviews can also be displayed next to the address. They are all left by the organization s clients / site visitors and can influence potential clients.
Information cards. For example, when you search for information about the Metallica group, a clipping from Wikipedia and a link to listen to in Yandex.Music will appear.
Converter, translator, palette. Appears when requested:
- Some information requests in the spirit of “How much is an apartment in Saransk?” also respond with a snippet.
How to track witches?
The Blender technology is responsible for displaying sorcerers in Yandex. It is a processing mechanism that selects the relevant block of information at the request of the user. This technology selects the most relevant sorcerers for anyone looking for information on Yandex.
It is impossible to predict how the search results will look like for different people. But Yandex has only a number of snippets that affect its reputation, and their beauty lies in the fact that the owner of the organization / site / brand can also influence them.
But in order to understand what actions need to be taken, you must first conduct reconnaissance and find out which sorcerers are of interest to us and what should be changed so that the snippets begin to work for us, and not against.
How to control brand reputation in Yandex?
Yandex.Q
At Kew, people ask and answer questions. Questions may be directly related to your business, so you need to have a corporate profile in the service. He will be the official brand ambassador for Kew.
The task of the representative is to dispel myths, correctly respond to meaningful criticism and try to restrain the unintelligible.
The profile should be nicely designed. With a cover in high resolution, name and surname, detailed information about the presented product (company, website).
To create a profile in Kew, you need:
Open the service website.
Click on the three dots icon in the lower left corner.
Click on the “Business Profile” button.
Click on the “Create page” button.
Select the item “Add a new organization”.
And fill in the fields available there.
To work with Kew users, you can hire a specialist from a freelance exchange. He will keep track of new business-related questions and promptly answer them.
Yandex maps
The name of the service does not fully describe all of its capabilities. Maps is a directory with a huge amount of information about each organization and a separate platform for user reviews.
In the screenshots above, you can see how often the snippets feature a rating formed by both real clients and freelancers on a salary from competitors.
Therefore, you need to get your own profile in Yandex.Maps and create an official page for your business in order to stay in contact with customers and control the flow of negative reviews. It is also important to involve real customers in writing reviews in order to increase the overall rating of the company in the directory.
Why is it important? Snippets from Yandex.Maps appear in the search engine after entering too wide a range of queries. Potential customers will often come across ratings from this service, which will influence their decision when choosing a product / service. According to statistics, half of the service users when searching for a product or service relies on the company s rating in Yandex.Maps.
Yandex Zen
Yandex likes to send fragments of articles from Zen (sorcerers of Yandex.Zen) and links to them to the first positions of search results. Therefore, the content from this portal is often featured in the search engine and plays an important role in working with reputation.
Here you need to work in two directions at once:
The first is the audience that can write articles about you. There are regularly news articles about really big companies on Zen, good and bad. It is important to interact with authors through comments, respond loyally to criticism, debunk myths, etc.
The second is your own channel, on which you can publish thematic materials and thereby move to the first positions in the search results without much difficulty (Yandex will make sure that the article from Zen appears in a prominent place, and well-chosen semantics will simplify the achievement of this goal).
Other services
There are many sorcerers. Other snippets can also affect the reputation of a company / product:
Yandex.Realty. Check through a search engine if your property appears in the wizards. If so, make sure the title shot doesn t ruin the first impression for potential buyers / renters.
Yandex.Services. If your organization has a profile in the Services, then it is worth taking on reputation management in the service, since the business rating is displayed in search snippets and forms an opinion about the brand even before going to the official website of the Services. 
More about Witchcraft on Google
On Google, “magic” snippets get less attention. Sometimes they appear at 6-8 positions. In addition, Google has a more loyal policy in relation to competitors, so content from third-party services can also become part of the sorcerer.
This makes it harder to control your reputation in Google SERPs.
Examples of sorcerers
Ranking of the best places based on user ratings when trying to enter the corresponding query (top 10 best views, best restaurants in the city, etc.).
Reviews about one or more places in the Google Maps service (in the manner of Yandex.Maps).
How to track witches and control your Google reputation?
The same as in the case of Yandex. There are fewer ways of influence, but they are there, and they must be used. First of all, you need to improve your own positions in Google Maps. Create a profile there, verify it, start contacting customers, ask loyal users to leave reviews and respond to negativity.
In general, in every possible way to increase the reputation of the brand among those who learn about it exclusively using Google Maps.
Instead of a conclusion
A couple of goodbye tips:
Take control of the sorcerers and they will benefit your business s reputation.
Respond to negativity.
Verify profiles on all of the resources described above to increase the level of trust from users.
Learn to use the wizards of Yandex and Google for your own good.