SEO in Estonia
Website SEO is often the aspect that gets overlooked when building a site, or isn't done properly when you try to build one yourself. Especially in the Estonian market, when a more successful company already has a large share of the market, you might think their position is already secure. SEO should still be kept in good shape to maintain your position in the market and in search results. Good SEO is more of a long-term strategic game and usually takes several months to achieve.
SEO abroad
To gain visibility abroad too, it's a good idea to buy the same-name .com domain and have your Estonian content translated to a high standard. Professional developers build the site so that all language versions run on one codebase (yes, even on completely different domains). That keeps costs down, because you only need to make changes in one place, not on multiple sites.
We build multilingual websites and e‑shops with strong SEO.
SEO steps
SEO optimisation has many nuances that are hard for an inexperienced person to account for. Here are some of the most important:
Content, content, and writing content!
The main principle of SEO is showing keywords and relevant content to people who might be interested. The more you write for your site—different texts and blog posts about what you offer—the more it helps your SEO. These days it can be tempting to let AI generate copy, but Google has caught up on AI and has systems that actually penalise a site's visibility in search when there's clearly a lot of AI-generated junk. The best strategy is thoughtful, human-written text. Especially text that's meant to help people and stay interesting.
One of Spetsy's success stories is Noqq (noqq.energy), thanks to a wide product range and quality copy. The large number of pages helps them rank on Google, and to date they've had nearly 200 queries from their site about heating and ventilation equipment.
Monitoring with Google Search Console
The best intuitive tool for improving and monitoring your site's SEO is Google Search Console, which shows which pages are indexed by Google, which aren't, and visitor statistics. For more detailed stats we also connect Google Analytics. Search Console gives you quick feedback on your pages. Bear in mind that it takes weeks and months after publishing content for search visibility to improve.
Long-term authority – backlinks
Backlinks are links from other websites that point to yours. The more authoritative those links, the more authoritative your site is considered. For example, if you get your site's URL into an article on Delfi, a highly authoritative source in Estonia, that's a big boost for your SEO. Backlinks build up over time, but you can also influence them through good collaboration with other companies.
Technical side – HTML structure and descriptions
To get a professional look in search results, you need to set up exactly what your site can show there. That usually means titles and descriptions, but the internal structure of the page matters too. Proper use of HTML elements like p, h1, h2, etc. makes a difference.
Get in touch to secure a strong position in search engines. We don't limit ourselves to basic tasks like setting up Google Search Console. We focus on full, results-oriented SEO.