Telegram application discovered within Yandex online services
Yandex, Russia's leading search engine, has significantly increased the indexing of Telegram channels, accounting for over 20% of all channel traffic. This development enables businesses and bloggers using the messenger to expand their audience without significant investment, despite experts describing the conversion as unstable and dependent on search algorithm adjustments.
According to a study by Seowork, Telegram channels have witnessed an increasing indexing by search engines, primarily Yandex, since 2024. The number of link impressions leading to the messenger was at 1.7 thousand at the commencement of 2024 and has surged to 3.7 thousand by December. The data for spring 2025 is not yet available from the company. Currently, 90% of all Telegram channel impressions in search results stem from Yandex, while 10% originates from Google. Within Yandex, Telegram channels frequently appear within the top 10 search results, whereas in Google, they are visible in lower positions (20+). The study analyzed data from over 1.2 million user queries.
Transactional queries, comprising users seeking services or products without brand attachment, were the leading queries in Yandex, where Telegram channels ranked among the top search results, at over 7.6 million by the end of 2024. Navigational queries, pertaining to searches for specific products or brands, came in second, amounting to over 2.2 million.
Seowork explains that search engines aim to present users with the most valuable and relevant content for their specific query. They now also recommend content from Telegram as if it were from landing pages. This trend could enable businesses to leverage search engines for additional advertising of their Telegram channels without initiating specialized advertising campaigns. Yandex reported that daily, users transitioned to the messenger from the search engine at more than 3 million, with 70% of these transitions leading to specific channel content, and only 30% being semi-navigational or navigational queries. Telegram did not respond to Kommersant's request for comment.
Yandex features a separate tool for working with Telegram channel advertising - the Yandex Advertising Network (YAN), which allows for monetizing channels within the messenger. However, this service is commercial.
Timur Ugulava, co-owner of the digital agency "Mediasphere," confirms that the indexing of Telegram has improved, making it possible to attract additional traffic to channels. Alexei Pak, founder of the advertising production agency Purple Door, notes that the media market changes in 2022, particularly the departure of TikTok, have made Telegram the primary platform for earning money. Building an audience in the messenger without external traffic channels remains practically impossible, Mr. Pak reminds. Meanwhile, Julia Dolgova, President of the Association of Bloggers and Agencies, contends that only news channels can garner up to 20% organic traffic. She adds that author or thematic channels almost do not receive organic traffic from search engines.
Fedya Kruglov, executive director of MediaSniper, states that while indexing can boost visibility, it is limited by Telegram's privacy settings. He suggests that stable traffic from the search results of Telegram channels may not occur without additional tools and the integration of the channel with Yandex Advertising Network.
Ultimately, the indexing of Telegram channels by search engines like Yandex can enhance visibility and reach for companies and bloggers. To maximize their impact, these entities should optimize their channel descriptions with relevant keywords, ensure publicly accessible content, and cross-promote their channels through other social media platforms or websites. By employing these strategies, businesses and bloggers can capitalize on the increased visibility afforded by search engine indexing and attract a broader audience within the Telegram messenger.
Telegram channels, due to increased indexing by search engines like Yandex, can now attract additional traffic, making it possible for businesses and bloggers to expand their audience without significant investment. According to Fedya Kruglov, while indexing can boost visibility, it might be limited by Telegram's privacy settings, and stable traffic from search results may not occur without additional tools like integrating the channel with the Yandex Advertising Network.
