SEO in Estonia

Estonia is a market with exceptional potential, located in the Baltic region, offering entrepreneurs a stable, digitally advanced economy with low competition. This most innovative Baltic country is renowned for its digitized administration and business-friendly environment.

If you're planning to expand into the Estonian market, don't overlook SEO efforts. We will make sure they are tailored to the business and cultural environment. What's more, entering the Estonian market can become a strategic bridge to expansion into the rest of the Baltic and Scandinavian countries.

What should you know before entering the Estonian market?

Its strategic location at the intersection of the European Union and Eastern European markets, as well as its high level of digitization, are just examples of assets that make Estonia a promising market for companies looking for a new direction.

Economy

Estonia is the technological leader of the Baltic region. Ranked an impressive 16th in the Global Innovation Index 2024, the country is distinguished by its digitally advanced, service-oriented economy (more than 70% of GDP), membership in the European Union and the Eurozone, pioneering e-government solutions, intensive development of the IT and e-commerce sectors.

Language in Estonia

The official language is Estonian, which is spoken by the majority of the population. Estonia has the highest level of English proficiency in the Baltic region, especially among the younger generation and in the business sector. Interestingly, Estonian belongs to the Finno-Ugric group of languages (like Finnish and Hungarian), making it quite different from Indo-European languages such as Polish and Latvian.

Consumers in Estonia

Most consumers shop from domestic sellers, but this does not mean that foreign companies are not selling successfully in this market. In 2023, more than 40% of Estonians used vendors from other EU countries, and 27% purchased goods from non-EU companies (source: Statista). Parcel machines are an extremely popular delivery method. Estonia leads the Baltics in the use of such devices.

See our results

With an SEO strategy focused on business goals, we were able to achieve significant success during the year. We also focused on improving the user experience and optimizing the sales funnel, implementing new solutions both on and off the client's site - all tailored to the US market.

Regulations

Currency and VAT in Estonia

Estonia has been a member of the Eurozone since 2011, which significantly facilitates economic cooperation with other European Union countries that use the currency. Not having to convert currencies is a significant convenience for e-commerce companies.

Estonia has several VAT rates. The standard rate is 22%, with 25% from July 1, 2025. Reduced rates are: 13%, 9%, there is also a 0% rate, and some goods are exempt from tax. It's worth noting that Estonia has introduced a tax system in which a CIT of 20% is paid only on distributions of profits (dividends), not on a company's current income. This makes Estonia particularly attractive for reinvesting profits.

Sales

Estonia's e-commerce market

The Estonian e-commerce market, although not large in terms of the number of potential customers, is characterized by a high rate of digitization and confidence in online shopping. In 2022, the value of this market exceeded €830 million.

The most important e-commerce segments in Estonia are clothing, footwear or accessories. The second category is shopping at restaurants, fast-food chains and use of catering services (source: Statista). The most popular e-commerce platforms in Estonia are: Kaup24.ee, Hansapost.ee, On24. Buying in Estonia is also done through international platforms such as AliExpress and Amazon.

What else is worth knowing about the Estonian market?

Area: 45 33 km²
Population: 1.4 million
GDP: $41.29 billion (2023)
GDP per capita: 30,700 euros
Currency: euro (EUR) as of 2011.

Data protection policy in Estonia

As a member of the European Union, Estonia complies with the EU General Data Protection Regulation (RODO). A company operating in the Estonian market must ensure compliance with data protection requirements. Be sure to inform your customers and site users how you process their data.

Forms of payment

Estonians, as a digitally oriented society, prefer electronic payment methods such as:

Bank transfers
Payment cards (Visa, Mastercard)
Electronic wallets
Mobile payments

Delivery

For Estonian consumers, speed and reliability of delivery are key factors in purchasing decisions. The main suppliers in Estonia are:

Omniva
DPD
Itella
Venipak

SEO in Estonia

Google dominates the Estonian search engine market with more than 90% share, which simplifies the planning of SEO activities. The other search engines are of little importance.

The share of search engines in Estonia (February 2025) is as follows:

Google: 91,48%
Bing: 4,75%
Yandex: 2.53%
DuckDuckGo: 0.77%

Marketplace SEO

In Estonia, it is worth paying attention to the optimization of listings in popular marketplaces, especially on platforms:

Kaup24.ee - Estonia's largest marketplace.
Hansapost.ee - the second largest e-commerce platform.
Prisma.ee - a popular food platform.

Important elements of marketplace optimization include:

Tailoring product titles and descriptions to the preferences of Estonian consumers.
Use of relevant keywords in Estonian.
High-quality product photos.
Publish positive customer reviews.

Website optimization

As in any market, a comprehensive SEO audit is the starting point for an effective strategy. In the case of Estonia, it is particularly worth paying attention to elements such as:

Technical structure of the site
Mobile optimization
Page loading speed
Content in Estonian or English
Local meta tags

Mobile devices

Mobile optimization is important in the Estonian market. Sites that are not fully responsive lose some of their potential traffic. According to Digital 2025: Estonia, mobile devices accounted for almost 20% of web traffic.

Which domain extension to choose?

For companies planning a long-term presence in the Estonian market, we recommend a domain with the .ee extension. Alternative options are:

Subdomain (e.g. ee.yourwebsite.com)
A subdirectory (e.g., yourwebsite.com/ee)

Google sees .ee country domains as more suitable for Estonian users, which could translate into better search rankings.

Competitor Analysis

In-depth competitive analysis of the Estonian market is a pillar of understanding local SEO specifics. We will check and answer questions such as:

What keywords generate the most traffic for competitors?
Which sites link to competing sites?
What kind of content performs best in the Estonian market?
What content marketing strategies are used by competitors?

Language and content

Localizing content goes beyond translation. It requires understanding local cultural nuances and language preferences.

To effectively reach the Estonian market, it is worthwhile:

Create content in both Estonian and English (many Estonians prefer English in a business environment).
Include local events to make content more engaging.
Adapt the message to cultural differences avoiding literal translation.
Use a native speaker or local expert to ensure naturalness of communication.

Keyword research

Keyword research must take into account the peculiarities of the Estonian language. Due to linguistic differences, simply translating phrases of, say, Polish or English into Estonian may not yield the expected results.

Key aspects of keyword research for the Estonian market:

Analysis of search phrases in Estonian and English.
Exploring search intentions: informational, transactional, navigational, commercial.
Checking the popularity of specific long tail words and phrases.
Analysis of the seasonality of searches in the Estonian market.

Key phrases related to location

For companies offering local services, key phrases will include the names of Estonian cities and regions, such as:

"elektroonika Tallinnas" (electronics in Tallinn).
"jalatsid Tartus" (footwear in Tartu).
"mööbel Pärnus" (furniture in Pärnu).

Link building in Estonia

Effective link building in the Estonian market should include:

Collaboration with local portals and blogs.
Publication of guest articles in Estonian media.
Participate in local events and initiatives.
Building relationships with Estonian influencers.
Presence in Estonian company directories.

Our Digital PR strategies focus on quality, not quantity of links. A few valuable links from respected Estonian sites will have a better effect than many backlinks from little to no relevant sources.

Why should you do SEO in Estonia with us?

Experienced partner - benefit from our experience in search engine optimization in European markets and an effective SEO strategy for your business, which we will adapt to your goals, industry and cultural environment.
Cooperation with local experts - we are supported by Estonian specialists who understand the local market and trends very well.
Comprehensive approach - we offer a full range of services from market and competitor analysis, technical optimization of the site, to content marketing and link building.
Transparency - we provide full transparency of activities and access to real-time reports, so you have full control over the positioning process.
A tailored approach to your goals - all activities will meet the needs of your company in the Estonian market.

Summary

Estonia offers exceptionally promising business expansion opportunities. However, successfully reaching Estonian consumers requires a finely tuned SEO strategy that takes into account the unique characteristics of the local market, buying behavior and technological preferences of the audience.

It is also important to adapt content in both Estonian and English (a commonly used language in business), establish strategic partnerships with local marketing experts, and understand the Estonian e-commerce ecosystem.

Investing in a professional SEO strategy tailored to local realities will allow your company to not only position itself effectively in the Estonian market, but to build a sustainable competitive advantage.

Testimonials

What Do Our Clients Say About Us?

Professional Global SEO Approach

NON.agency is a remarkable team of SEO experts who understand the challenges and needs of the international market. Their approach to international SEO is both professional and strategic, helping companies gain visibility across various markets simultaneously. With extensive knowledge of local trends and search algorithms, they deliver effective campaigns tailored to each region's specific requirements. I recommend NON.agency to anyone eager to expand their business globally and achieve real SEO results!

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Lukasz Zaborski

SEO/SEM expert

A Truly NON-Agency Experience!

I wholeheartedly recommend working with Radek and Rafał. The NON.agency name perfectly reflects their unique, out-of-the-box approach. Their vast experience in international SEO, which requires both broad theoretical and practical knowledge, is impressive. The direct contact, quick responses, and full commitment to every project make collaborating with them a great pleasure. A well-deserved 10/10!

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Olga Zarr

SEO Consultant

They delivered everything on time

We have a few clients for that we want to do link building for, thus we needed a set number of links per month from NoN Agency. The communication was quick and easy, and they delivered everything on time and as agreed upon.

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Benas Leonavicius

SEO Project Manager, Meros Media

Creatively Identify Opportunities

After learning about the company’s capabilities and dedication, we made the decision to work together. They got to know our business with surprising insight so that the content they create is at an expert level. They are not limited to performing agreed tasks, but they creatively identify opportunities and generate ideas for development. Great contact, as well!

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Aleksandra Duło

Marketing Manager, EmailLabs

We Appreciate Their Approach

NON.agency is our main link provider. Our goal is to provide our clients with the highest quality, personalized niche links. We consult with NON.agency on our needs — although our SEO specialists mainly place the order, the NON.agency team is a great advisor here. They give us recommendations on packages and links we should order.

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Chris S.

Business Owner

Their Services Go Beyond Just Link Building

They got to know our business with surprising insight, so that the content they create is at an expert level. […] they are not limited to performing agreed tasks, but they creatively identify opportunities and generate ideas for development. Great contact, as well!

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Milosz Nowakowski

Director of Sales at Brandly360

Highly recommended

We worked with non.agency on a link building campaign for a new website in the personal growth space. We wanted to get one of the pages to rank high on the US search engine results pages […]. The team delivered high-quality links from relevant websites and anchor texts. Their communication style is friendly yet professional and always proactive. The page we wanted to improve climbed to the #3 position a few days after finishing the campaign. Highly recommended.

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George Chasiotis

Founder of Minuttia

I Am Very Satisfied With the Services

For most of the year, NON.agency managed two full-time writers who wrote new content and rewrote old articles. The link building team strategically built links from high-reputation sites. I really like the Progress Tracker dashboard, which allows me to see progress in real time. It's a great way to communicate with the whole team.

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