CEO Ahrefs reveals more about Yep


Ahrefs recently released his new privacy-focused search engine called Yep.

The search marketing community responded on social media with enthusiasm for the project, but there were many questions.

We forwarded these questions to Ahrefs and the Executive Director, Dmitry Gerasimenkooffered answers.

My first question was about the search engine name itself. Branding and choosing a domain name is an important process and it is always interesting to learn how companies approach this important step.

1. What is the meaning of choosing the word Yep for a search engine name?

It has no special meaning, but it is a beautiful, short and easy to remember name. You won’t forget “Yeah,” will you?

Choosing a name for a search engine was quite difficult.

We have tested hundreds of ideas in the last 2 years. Initially, the team agreed with Fairsearch dot com, with plans to move to However, we could not get

Yes, he himself appeared for the first time when we watched Avatar cartoons, in which Aang and his friends used the phrase “yip-yip” to blow up their celestial bison.

2. In an article published in Medium (Investor money versus public interest: has Google failed to build a platform that is not evil?), you cited Google’s Featured Snippets as an example of how Google offers answers without leaving Google’s site.

Does this mean that Yep is committed to displaying search results in the classic style of ten blue links?

not really.

I don’t think it’s possible to serve customers well and increase market share with just 10 blue links.

We are committed to finding revenue from search engines that generate revenue from creators whose content benefits them.

In other words, if we choose certain content to be displayed on the search results page, we will also use it as a signal that the content is useful and its creator deserves compensation.

3. A post on Medium cited the example of a blogger who teaches “how to build container gardens” to earn as much as $ 4,000 a month. Is this a realistic example of how much the average top-ranked container gardening site can earn with Yep?

It’s hard to say about the average. The content needs to be replaced according to its impact.

If we look at Google, they earn $ 150 billion a year with the so-called “Google Search and more” (Results of the first quarter of Alphabet 2022 PDF)

Imagine that Google suddenly introduced the 90/10 profit share model. Thus, $ 135 billion would be distributed among the creators each year, leaving $ 15 billion for themselves.

How would you distribute $ 135 billion to content creators if you were the ones making those decisions?

We can start thinking from the simple: Wikipedia is very large and obviously contributes to Google’s success.

Content from Wikipedia serves perhaps 5% of what people search for. If it’s really 5%, then maybe Wikipedia deserves 5% of the $ 135 billion, or $ 6.75 billion, for all the contributions.

The news as a whole could be 10% or $ 13.5 billion.

Z the average salary of a journalist in the US about $ 50,000 a year, that’s enough to pay the salaries of 270,000 journalists.

for example The Washington Post employs about 1,000 journalistsso you can imagine a 270,000-strong team.

Speaking of niche topics like gardening. Gardening as a whole may be just 0.01% of what people are looking for (I’m just guessing the percentage, I don’t know exactly).

If it’s 0.01%, you could spend 1 / 10,000 of the $ 135 billion to support creators who write about gardening. That’s $ 13.5 million for gardening content.

Within the topic of gardening, it can happen that one source will hire a large team and cover any possible topic that serves 50% of the purpose of the search, and get $ 6.75 million.

It is very unlikely that we could get 1,000 resources, each with exactly the same effect, and get $ 13.5 thousand each.

4. There are many in the search community who have expressed enthusiasm for Yep on Facebook and elsewhere and want it to work.

But some in the search engine marketing community have expressed the view that $ 60 million for a search engine is not enough to compete with Google.

What is your response to those who think Yep is underfunded?

Because we compete with big corporations like Google and share 90% of our revenue at the same time, we obviously didn’t choose the easy way and I understand people’s emotions.

At the same time, I believe that what we are doing is important and worth the risk.

As a start-up company, Ahrefs has the option to promise 90/10 revenue sharing and stick to it.

Every company that is financed with risky or well-financed will have a list of investors who are striving to constantly increase revenue, and at some point this would be divided into 85/15, then 80/20, and so on.

$ 60 million is the funds we invested in the Singapore Data Center. In the US, we are already working on a 4x bigger one.

Either way, the success of a new search will depend on the interest of users. If our ideas convince thought leaders that supporting creators will improve the internet for everyone, maybe users will give it a try.

5. Some in the search community shared their view that it is difficult to force people to change their habits. What added value does Yep offer that will force users to switch from Google?

Startup is difficult until it works.

The revenue share model is a very powerful tool for attracting informed people.

We would expect bloggers to ask their readers to switch to Yep, and the snowball reaction. The more users search on Yep, the more creators earn.

One day, someone will tell a friend that his mother is blogging and receiving a share of the revenue from Yep, and that will change that person’s choice.

Users may get tired of having their favorite news source show twice as many ads on Google as on Yep, and will switch to the default search on their devices.

6. Why does Yep show links to Google and Bing in some search results?

Yes it does not yet provide the best results for all types of queries. However, we want people to try to set it as their default search engine.

These links are supposed to help if Yep hasn’t served you well.

Our thinking is that it is better to enable a quick search option in another search engine than to change people by default.

7. Will I participate in IndexNow?

Yes, we intend to cooperate.

8. What do publishers and SEOs need to know about optimization for Yep?

Create useful content for people 🙂

9. I’ve noticed that for some local searches that detect spam on Google, these same queries don’t show spam in Yep.

Does Yep focus on spam, such as spam and spam?

We are constantly improving our algorithms to increase good content, reduce unwanted pages, and reduce the impact of unwanted links.

10. Does Yep use BERT and other UFO technologies?

Yes, we are closely following the latest developments in ML used for language processing to select and combine useful ideas and approaches.

11. Your privacy page states that Yep does not store search history or IP address.

Does this mean that anyone using Yep can be guaranteed 100% privacy, with nothing stored on the user’s computer as well as nothing stored on Yep’s servers?

There is no “nothing saved” but “as little saved” to keep the system running.

Before saving the logs, remove the user agent and trim the IP. For protection against DDOS and abuse, we also use a diffuse and condensed version of IP and user agent without query for up to 48 hours.

Yes, it does not use cookies by default, unless you change some of the default settings.

Because we have our own search index, we do not call third-party APIs and do not share any of your data with third parties.

We will update our privacy policy as we refine the details.

I believe Yep is currently the most private search engine and we wish it were so.

12. Will Yep ever show rich results, as in recipes?

Yes, we are constantly improving the look and convenience of search results pages.

13. Does Yep use structured data?

So far, we are only using a small subset.

I search engine

Yes, when it comes to “do no evil with a commitment to give back to search engine creators.

In a way, the sensitivity to the role of content creators is not surprising, as Dmytro Gerasymenko as CEO of Ahrefs is closely associated with the search marketing community.


Leave a Comment

error: Content is protected !!