SEO in Latvia

Latvia is a market with considerable potential, located close to Poland, Lithuania and Estonia. This Baltic country is characterized by a stable economy, good trade conditions and relatively low competition for businesses

If you are planning to expand into this market, an SEO strategy tailored to Latvian realities will be an important part of customer acquisition and brand building. Find out the characteristics of this market and what to look for in terms of taxes, consumer behavior and sales.

What should you know before entering the Latvian market?

Latvia represents one of the most promising markets in Northern Europe, combining political stability with technological development.

Economy

Latvia is a rapidly growing economy in the Baltic region, ranking 42nd (out of 133 countries) in the Global Innovation Index 2024. The country is characterized by a stable service-based economy (70% of GDP), EU and Eurozone membership, a high level of digitization and a growing e-commerce sector.

Languages in Latvia

The official language is Latvian, which is spoken by most residents. However, in Latvia, especially in large cities, many residents also communicate in English and Russian. Knowledge of Polish is noticeable, although less common than in Lithuania, mainly among the older generation.

Consumers

In Latvia, desktop computers are the main device for online shopping. The most popular products bought online are clothes, shoes and accessories. Parcel box delivery is hugely popular, but not only. Latvian customers also prefer home delivery or pickup at a postal facility.

See our results

A company selling professional cleaning tools asked us to help them migrate their website and build visibility in the USA. Working on this project was challenging, but the client's willingness to cooperate made it a rewarding experience.

Sales

Latvia's e-commerce market

According to estimates, the value of Latvian e-commerce revenues will reach $1.29 billion in 2025 (Statista). This digital growth of e-commerce in Latvia creates opportunities for companies that can effectively tap the potential of the local online market.

The major e-commerce segments in Latvia cover several product categories. Clothing, footwear and accessories are the main sector, attracting a significant share of consumers looking for fashionable options. Electronics and hardware are equally popular, responding to the growing demand for modern technology. Items for the home and garden, food products, and cosmetics and health products are also important.

Regulations

Currency and VAT

Latvia has the following VAT rates: 21% as the standard rate and two reduced rates. The first is 12% and applies to, among other things, medicines, books, baby products, and the second is 5%, which covers, for example, fruits and vegetables typical of Latvia.

The 0% rate is intended for intra-community trade in the European Union, among other things. Since 2014, Latvia has been a member of the Eurozone, which greatly facilitates economic cooperation with other EU countries that use this currency. The lack of currency conversion is a major convenience for e-commerce companies, eliminating exchange rate risks and simplifying settlement processes.

What else is worth seeing about the Latvian market?

Area: 64,594 km²
Population: 1.9 million
GDP: $42.25 billion (2023)
GDP per capita: 26,600 euros
Currency: euro (EUR) as of 2014.

Data protection policy in Latvia

Latvia benefits from the provisions of the EU General Data Protection Regulation (EU RODO). A company operating in the Latvian market must ensure that its privacy policy and data processing comply with EU requirements.

Delivery

For Latvian consumers, delivery time is an important factor in their purchasing decisions. It is worth knowing that due to the small size of the country, deliveries are made relatively quickly - often even in 24-48 hours.

The most popular suppliers are:

Latvijas Pasts (Latvian Post)
Omniva
DPD
Venipak
Smartpost (Itella)

Consumers in Latvia are eager to use parcel machines - more than 90% according to a Gemius survey.

Forms of payment

Popular payment methods in Latvia include VISA and Mastercard, as well as credit or debit cards.

SEO in Latvia

Google.lv dominates the Latvian search engine market with a 93% share, making it easier to plan SEO efforts. The other search engines are of minor importance.

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

Google: 93,1%
Bing: 3,92%
Yandex: 1.96%
DuckDuckGo: 0.58%

Website optimization

As in any market, a comprehensive SEO audit is the starting point for an effective strategy. In the case of Latvia, it is worth paying particular attention to:

Technical structure of the site
Mobile Responsiveness
Charging speed
Content in Latvian
Local meta tags

Choosing a domain extension

For companies planning a long-term presence in the Latvian market, we recommend considering a domain with the .lv extension. A local domain increases user trust and is a positive signal for Google search.

Alternative options are:

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

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

Marketplace SEO

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

1a.lv - the largest marketplace in Latvia, offering a wide range of electronics, home appliances and other product categories,
220.lv - Latvia's equivalent of Allegro with a wide range of products, the second largest e-commerce platform,
Rimi.lv - a well-known Latvian online supermarket.

Key elements of marketplace optimization include:

Adapt product titles and descriptions to Latvian consumer preferences.
Use of relevant keywords in Latvian.
High-quality product photos.
Gaining positive customer feedback.

Optimization for mobile devices

More than 25% of web traffic comes from mobile devices. Mobile optimization is therefore important in SEO efforts in the Latvian market. Sites that are not responsive lose a quarter of potential traffic.

Competitor Analysis

An in-depth analysis of the competition in the Latvian market is key to understanding the local SEO specifics. It's worth checking and finding out (which we will, of course, do):

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

Language and content

Content localization is much more than just translation. Just like the entire content marketing strategy, it requires understanding local cultural nuances and language preferences. Therefore, it is worth it:

Create content specifically for a Latvian audience.
Include local events and trends.
Adapt the message to cultural differences.
Use a native speaker or local expert.

Read: What is content localization and how does it affect SEO?

Keyword research

Keyword research must take into account the peculiarities of the Latvian language. Due to linguistic differences, a simple translation of phrases from Polish to Latvian may not yield the expected results.

Key aspects of keyword research for the Latvian market:

Analysis of search phrases in Latvian.
Exploring search intent.
Checking the popularity of specific phrases.
Analysis of seasonality of searches in the Latvian market.

Key phrases related to location

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

"elektronika Rīgā" (electronics in Riga).
"apavi Daugavpilī" (footwear in Daugavpils)
"mēbeles Liepājā" (furniture in Liepaja)

Link building in Latvia

Effective link building in the Latvian market takes into account first and foremost:

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

We recommend focusing on quality rather than quantity of links. A few valuable links from respected Latvian sites will bring more benefits than dozens of low-quality backlinks.

Why should you do SEO in Latvia with us?

Experience in international markets - our experience in international SEO is a real advantage for your company in overseas operations. We will tailor a strategy for your goals, local conditions and algorithms.
Cooperation with local experts - our SEO activities are supported by Latvian specialists who understand the local market and trends very well.
A full range of services - from market and competitive analysis, to 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 SEO process.
Customized approach - we will tailor the SEO strategy to your company's needs and goals in the Latvian market.

Summary

Successfully reaching Latvian customers requires a carefully planned SEO strategy that takes into account your goals, but within the business and cultural environment of the expansion country.

SEO for website or store in Latvia should not be a direct copy of the activities carried out in the market your company is familiar with. That's why it's important, first and foremost: adapting your content to the Latvian language, working with local experts and understanding the specifics of the Latvian e-commerce market.

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!

Read less

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!

Read less

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.

Read less

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!

Read less

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.

Read less

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!

Read less

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.

Read less

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.

Read less