An SEO service that helps bring visibility and real customers, not just better rankings on Google.
An SEO service can help your website or e-shop rank higher in Google search results. Web Systems offers comprehensive search engine optimization: technical SEO, keyword analysis, content creation and quality links. The goal is not just to drive traffic, but to bring the right visitors to your site who can become customers.
One of our biggest advantages is that SEO and web development go hand in hand. Many SEO agencies will make recommendations that the developer must then implement. We do both under one roof. If a technical SEO problem requires developer intervention, it can be resolved quickly and in the same workflow.
A real example: one of our client’s e-commerce organic traffic increased 23 times in one year. We have over 20 years of experience, measurable results and transparent reporting.
Table of contents
What is SEO service
An SEO service, or search engine optimisation, is a process that aims to improve a website’s visibility in Google’s organic results. When a person searches for your products or services, your site needs to be visible in the searches that are likely to generate enquiries and sales.
Website optimisation involves three main levels: technical SEO, content SEO and off-page SEO. Technical SEO concerns page speed, indexing and schema markup. Content SEO focuses on keywords, content structure and user experience. Off-page SEO helps build trust through quality backlinks and brand mentions. All three need to work together because a technically sound page without quality content won’t go far, and good content with a poor technical foundation may not reach the user.
What SEO services we offer
We offer a comprehensive range of SEO services, from a one-off audit and technical optimisation to long-term SEO collaboration. Each service can be ordered separately or as part of a wider SEO strategy.
Technical SEO and website optimisation
Page speed optimisation, Core Web Vitals, indexing issues, schema markup, URL structure and internal links. The technical foundation without which even good content will struggle to become visible in search.
Keyword analysis and competitor analysis
In-depth keyword research using Ahrefs, SEMrush and Google Keyword Planner. We analyse competitors’ content, search volume and user intent. Based on this, we select keywords that can bring quality traffic.
SEO pre-analysis and audit
A free SEO pre-analysis gives a quick overview of your site’s main issues. A thorough SEO audit provides a concrete action plan ordered by priority. See the SEO audit page.
Content marketing and content creation
Creation of SEO-optimised blog posts, landing pages and product descriptions. See the separate content marketing service.
WordPress and WooCommerce SEO
We specialise in optimising WordPress and WooCommerce platforms. We configure Rank Math or Yoast, optimise categories and product descriptions, and add the data needed for rich snippets.
Link profile strengthening
Building quality backlinks through guest articles, digital PR and partner mentions. Quality matters more than quantity, as one strong and relevant link can be more valuable than many weak ones.
International SEO
Multilingual SEO, hreflang configuration, country-specific keywords and technical solutions. Suitable for e-shops and service providers operating in multiple markets.
Google Search Console and Analytics setup
A proper measurement system gives an overview of what is working and what needs improvement. We configure Google Search Console, Google Analytics 4 and reports that can be used as a basis for decision-making.
SEO and development hand in hand, how we differ
There are a lot of SEO agencies in Estonia that give good advice but do not make technical changes themselves. The client receives a list of works and has to find a developer to implement them. In practice, this often means delays, additional questions and situations where the SEO recommendation has to be technically reinterpreted.
Web Systems has been developing websites and e-shops for over 20 years. Our SEO specialist and developers work in the same team. If an SEO audit reveals a speed issue or schema markup deficiency, the developer can resolve it in the same workflow. This speeds up the process and reduces the risk of SEO recommendations remaining a document.
When creating a new website, we take SEO into account right from the start. See our website development service, where technical SEO is part of the development process.
What clients say about our SEO work
Web Systems on partner, kelle peale saab kindel olla. Töö on täpne, kommunikatsioon selge ja kvaliteet ühtlane — Nahakliiniku digitaalne pool on hoolega hoitud. Selline järjepidevus on meie jaoks olnud koostöö suurim väärtus.
Meie koostöö Web Systemsiga kestab juba peaaegu 20 aastat ning selle aja jooksul oleme nende meeskonnale usaldanud nii veebiarendused, sisemised süsteemid kui ka reklaammaterjalid. Kahe aastakümne jooksul on tehnoloogia korduvalt muutunud, meie vajadused kasvanud ja turg arenenud – Web Systems on alati kaasas käinud ning pakkunud lahendusi, mis vastavad ajale. Selline pikk partnerlus ei sünni juhuslikult: see põhineb usaldusel, järjepideval kvaliteedil ja arusaamisel, et tehtud töö peab päriselt toimima. Web Systems ei ole meie jaoks teenusepakkuja, vaid meie meeskonna loomulik osa.
Pöördusime Web Systemsi poole ambitsioonika ideega – luua Eesti esimene kinnisvara e-pood. Meeskond ei piirdunud pelgalt tehnilise teostusega, vaid tuli kaasa mõtlema, kuidas teha lahendus kliendile võimalikult sujuvaks. Tulemus rääkis ise enda eest: esimesed korterid broneeriti otse veebist ära – midagi, mida Eesti kinnisvaraturul polnud varem nähtud. Soovitame Web Systemsi kõigile, kes otsivad partnerit, kellel jätkub nii tehnilist oskust kui ka julgust uusi ideid ellu viia.
Meie äri – autode müük ja täisteenusrent kolmel Baltikumi turul – nõuab IT-partnerit, kes on kättesaadav iga päev, mitte ainult siis, kui tahame uut lehte teha. Web Systems on meie kõrval just sellisena: nad on ehitanud mobire.ee ja morecar.ee platvormid, hoolitsevad nende igapäevase toimimise eest ning arendavad süsteeme koos meie ärikasvuga. Meeskond tunneb meie äri, mõistab erinevate turgude nüansse ja suudab reageerida kiiresti ka keerulistes olukordades. Meie jaoks on Web Systems osa meie igapäevasest töövoost – mitte väline teenusepakkuja, vaid sisuline partner.
Oleme kasutanud Web Systems OÜ veebiarenduse teenuseid ning jäänud koostööga väga rahule. Projekti käigus oli suhtlus selge, kiire ja professionaalne ning kokkulepitud tähtaegadest peeti kinni.
Arendaja suutis hästi mõista meie vajadusi ning pakkus välja ka omapoolseid lahendusi, mis aitasid lõpptulemust oluliselt parandada. Valminud veebileht ja e-pood on funktsionaalne, kasutajasõbralik ja visuaalselt kaasaegne.
Eriti hindame tehnilist pädevust, paindlikkust ning valmisolekut leida lahendusi ka keerukamatele ülesannetele. Samuti toimib järelteenindus sujuvalt – kõik täiendused ja parandused saavad kiiresti tehtud.
Soovitame Web Systems OÜ teenuseid kõigile, kes otsivad usaldusväärset ja kompetentset veebiarendajat.
Oleme teinud Web Systemsiga koostööd mitme kinnisvaraprojekti veebilahenduse loomisel ning iga kord on tulemus olnud nii kvaliteetne, et tagasi tulemise üle ei ole pidanud kahtlema. Meeskond mõistab kinnisvarasektori eripära – et iga projekt vajab oma nägu, kiiret turuletulekut ja lahendust, mis päriselt müüb. Tähtajad on alati peetud, suhtlus selge ja probleemid lahendatud enne, kui me neid ise oleme märganud. Web Systems on meile muutunud kinnisvaraprojektide veebilahenduste osas loomulikuks esimeseks valikuks.
Tartu Ülikooli Kliinikum on veebilahenduste osas teinud koostööd Web Systemsiga ning oleme olnud koostööga igati rahul. Meeskond saab aru, et suures meditsiiniasutuses on erinevad vajadused, erinevad osapooled ja nõuded, millega tuleb arvestada. Web Systems on pakkunud lahendusi, mis on olnud nii tehniliselt kvaliteetsed kui ka meie organisatsiooni eripäradele kohandatud. Eriti hindame seda, et meeskond kuulab, mõtleb kaasa ja arvestab alati meie soovidega.
GEO, how artificial intelligence is changing the SEO game
While traditional SEO focuses on Google search results, in recent years a new trend has emerged: GEO or Generative Engine Optimisation. This means optimising content for artificial intelligence-driven search experiences. Increasingly, people are not just looking for answers on Google, but are asking AI tools directly.
Think ChatGPT, Google AI Overviews, Perplexity and Claude. When someone asks AI “what is a good SEO agency in Estonia?” or “how to optimise your website?”, AI will compile an answer based on different web sources. The question is whether your company’s content is among those sources.
How GEO differs from traditional SEO
Traditional SEO aims to achieve a high ranking in Google search results, where a user clicks on a link and reaches your site. The goal of GEO is to be a trusted source on which AI can base its response. Main differences:
- Traditional SEO: Google shows links in the search results, the user clicks and comes to your site. It’s measured by positions, clicks and conversions.
- GEO: The AI will provide a summary response and may use your content as a source. Measurement is done through AI referrals, brand mentions and new traffic sources.
What to do for GEO
GEO does not replace SEO, but complements it. Many of GEO’s best practices overlap with good SEO, but the emphasis is more on credible, well-structured and clearly sourced content.
- Create expertise. AI models prefer sources that demonstrate substantive expertise. In-depth guidance, unique data and practical examples are more valuable than superficial paraphrasing.
- Use structured data. Schema markup helps both Google and AI models better understand your content. FAQ schema, HowTo schema and Article schema can be particularly useful.
- Build brand authority. The more credible mentions of your brand you find online, the more likely AI systems are to use you as a source. This means PR work, guest articles and active visibility in your field.
- Optimise for clear answers. Structure the content so that it directly answers the questions. Use a question format in headings and give a clear answer at the beginning of the paragraph before going into details.
SEO and GEO together provide a more comprehensive search visibility. Your website should be visible in Google’s classic search results, Google AI Overviews, as well as other AI-based searches. High-quality, well-structured and authoritative content is becoming increasingly important. Web Systems’ SEO service takes into account both traditional SEO and GEO principles.
SEO preliminary analysis and audit
Every SEO project starts with analysis. If you don’t know exactly what needs to be improved on your website, optimisation becomes guesswork. We offer a free SEO pre-analysis, during which an SEO specialist will review your site, gather initial data and provide feedback on key issues and opportunities. See the SEO Pre-Analysis page for more details.
- A free SEO pre-analysis provides a quick overview of the main issues and is performed manually by an SEO specialist.
- Technical analysis includes page speed, indexing, schema markup and mobile-friendliness.
- Content audits, keyword analysis and competitor comparisons can help you see where there are opportunities for growth.
- A concrete action plan helps to prioritise work.
See the SEO Pre-Analysis page for more details and request your free preanalysis.
Content marketing and SEO cooperation
Technical SEO provides the foundation, but content brings the traffic. Google prefers pages that answer a user’s query better than competitors. That answer comes from quality content. We offer a content marketing service that works hand in hand with SEO.
Content marketing includes writing blog posts, optimising product descriptions, brand stories, guides and case studies. Each piece of content is optimised for specific keywords and user queries. See separate content marketing service.
Technologies and tools
SEO is not guesswork, it is data-driven work. We use SEO tools that are recognised in Estonia and around the world, giving you a picture of your site’s health, keywords and competitors’ strengths.
- Google Search Console, the official Google tool for tracking keywords, clicks and indexing.
- Google Analytics 4, user behaviour, conversions and traffic sources.
- Ahrefs, competitor analysis, keyword research and link profile audit.
- SEMrush, additional keyword research and position tracking.
- Rank Math / Yoast SEO, on-page optimization in WordPress.
- Screaming Frog, technical crawl, internal link audit and schema check.
- PageSpeed Insights and GTmetrix, Core Web Vitals and page speed.
SEO process step-by-step
Every SEO project follows a clear process to establish a proper technical foundation, find the right keywords, improve content and measure results.
1. Free SEO pre-analysis
A quick overview of the main issues with your site. An SEO specialist reviews the page, collects data from Ahrefs and Search Console, and provides initial feedback on the next steps.
2. Keyword analysis and strategy
We identify what your customers are searching for, how strong the competition is and where the quickest opportunities lie. Based on this, we draw up a 6-12 month SEO strategy.
3. Technical optimisation
We fix page speed, indexing issues, schema markup and internal link structure. This is typically one of the most important work blocks in the first few weeks.
4. Content creation and optimisation
We optimise existing content and create new content in line with the strategy. The work is carried out consistently and is based on a monthly content plan.
5. Link profile strengthening
We strengthen the link profile through quality backlinks, guest articles, digital PR and partner mentions.
6. Measurement and reporting
A monthly report shows how positions, keywords, organic traffic and conversions are changing. The work is transparent and decisions are based on data.
Completed SEO projects
See examples of SEO projects where we have helped clients reach the front page of Google and measurably grow organic traffic.
Related services
SEO works best as part of a holistic digital strategy where design, development, content marketing and SEO work as a team.Frequently asked questions
What is an SEO service?
SEO service or search engine optimisation is a process that helps your website to rank higher in Google search results. It includes technical optimisation, keyword analysis, content creation and quality backlink building. The goal is to bring in organic traffic that can convert into enquiries and customers.
How long does it take for SEO results?
SEO results depend on the competition, the current state of the page and the volume of work. Initial technical fixes and on-page optimisation can take a few weeks to show an impact, but for stronger keywords, a period of 3-6 months or longer should be expected. SEO is a long-term investment and the sustainability of results depends on consistent work.
How much does an SEO service cost?
Every project is different. The strength of the competition, the number of keywords, the volume of content, the technical state of the art and the objectives will influence the bid. First of all, we’ll carry out a free preliminary SEO analysis, which will give you a quick overview of the state of your site. Based on this, we can prepare a specific quote.
What is included in a free SEO pre-analysis?
A free preliminary SEO analysis provides a first overview of the main issues and opportunities. An SEO specialist will manually review the page and provide brief feedback to help you decide whether you need more in-depth SEO work. See the SEO Preliminary Analysis page.
What is the difference between SEO and Google Ads?
SEO focuses on organic search results and is a long-term investment. Google Ads is paid advertising that provides quick visibility, but traffic stops when the campaign is stopped. Both can be combined: Google Ads is good for quick visibility, SEO helps build long-term and more sustainable visibility.
Is SEO also suitable for e-shops?
Yes, SEO is particularly important for e-shops. When customers search for a specific product on Google, your online store needs to be visible in those searches. SEO for e-commerce stores includes optimising product categories, product descriptions, schema markup or rich snippets, and the technical setup of filtered navigation. See also our e-shop making service.
Is SEO a one-off service?
SEO can start with a one-off audit or technical optimisation, but the best results come from consistent work. Google’s algorithms are changing, competition is growing and content needs updating. We offer both one-off audits and optimisations, as well as long-term SEO collaboration with monthly reporting.
What is the difference between technical SEO and content SEO?
Technical SEO focuses on the technical foundation of the website: speed, indexing, schema markup, mobile-friendliness and URL structure. Content SEO focuses on content quality, keywords, titles, content structure and user experience. Both are necessary because a technically sound page without content will not deliver, and good content needs a strong technical foundation.
How is Web Systems SEO different from other SEO companies?
Our main difference is that SEO and development work in the same team. This means that technical fixes are not left to a separate developer. In addition, we have more than 20 years of experience in website and e-commerce development and can turn SEO recommendations into technical feasibility immediately. The organic growth of one of our client’s e-commerce sites by 23 times in one year is a documented example of the results that consistent work can deliver.