SEO in Romania

Trade relations

Romania maintains solid trade ties throughout Europe and globally, with its manufacturing and agricultural sectors driving significant export activity. According to OEC data, Romania's main export destinations are:

• Germany ($19.9 billion)
• Italy ($10.2 billion)
• France ($6.5 billion)
• United Kingdom ($5.14 billion)
• Hungary ($4.22 billion)

Exports

Romania's export economy shows its industrial strengths. In 2023, Romania's main export products are:

• Automobiles ($9.37 billion)
• Automotive parts and accessories ($8.05 billion)
• Insulated wires ($4.11 billion)
• Wheat ($3.13 billion)
• Electric control boards ($3.04 billion)

Romania has unique export niches, being the world's largest exporter of Sunflower Seed ($859 million) and Non-retail Silk Yarn ($104 million).

Imports

Romania's import profile reflects its industrial needs and consumer demand. The country's main imports in 2023 included:

• Automotive parts and accessories ($5.36 billion)
• Packaged drugs ($4.31 billion)
• Automobiles ($4.27 billion)
• Oil ($4.15 billion)
• Refined oil ($3.41 billion)

The main sources of Romanian imports are Germany ($25.1 billion), Italy ($11.3 billion), Hungary ($8.43 billion), Poland ($8.29 billion) and China ($7.45 billion).

For Polish companies interested in expansion, Trading Economics data show that trade between Poland and Romania is significant, with Polish exports to Romania reaching $8.56 billion in 2024, while Polish imports from Romania totaled $3.44 billion in the same period.

Romanian consumers

Several key features shape Romanian online shopping habits:

• Strong brand awareness, but growing price sensitivity
• The convenience of cross-border shopping
• High confidence in reviews and recommendations
• Preference for visual content when researching products

Mobile optimization is key, as Romanians are increasingly using smartphones for both research and shopping.

Payment methods

Romanian payment preferences combine traditional and modern approaches. According to Statista, online shoppers prefer:

• Visa/Mastercard: 61%
• Payment on delivery: 51%
• Domestic credit/debit cards: 41%
• Digital wallets (PayPal, Alipay): 30%
• Other payment solutions (Payu, ING Home Pay, mobile apps): 11-13%

This diversity means that offering multiple payment options maximizes the chances of conversion.

VAT rates in Romania

Romania operates under a tiered VAT system that companies must properly navigate through.

According to PWC's tax summary, the standard VAT rate is 19% and applies to most goods and services that do not qualify for exemptions or reduced rates.

Romania offers two reduced VAT rates:

• The 9% VAT applies to medicines, food and beverages (excluding alcoholic beverages), agricultural products, irrigation water, fertilizers, social policy housing, photovoltaic panels and other energy-efficient systems, and access to recreational facilities.
• 5% VAT applies to educational materials (school textbooks, books, newspapers), cultural facilities (museums, historical monuments), thermal energy for the public and public institutions, and firewood supplies.

Consumer protection and regulation

Romania has specific product labeling and packaging requirements that affect both physical and online companies.

Based on Lizenzero's review, Romania's Law No. 249/2015 on Packaging and Packaging Waste Management establishes Extended Producer Responsibility (EPR) regulations. They require manufacturers and importers to:

• Take responsibility for packaging introduced to the Romanian market
• Product labeling in accordance with the system in Appendix Three of the Packaging Law
• Registration with the Environmental Protection Fund Administration
• Monthly reporting of the amount of packaging introduced and recycled

The required labeling must include:

• Three arrows arranged in a triangle
• Alphanumeric number identifying the packaging material
• Material code placed under the triangle

Non-compliance can result in fines of up to 5,000 euros per registration period.

For companies registered outside of Romania but selling to Romanian consumers, the responsibility may lie with tax representatives, branches or subsidiaries in Romania.

SEO of websites in Romania

As internet penetration continues to grow in Romania - reaching 91.49% of households in 2024 - effective SEO is becoming increasingly critical to business success.

Search Engines

The search engine market in Romania belongs almost entirely to Google. According to StatCounter, the breakdown is as follows:

• Google: 96,53%
• Bing: 2.49%
• Yahoo: 0.32%
• DuckDuckGo: 0.3%
• Yandex: 0.22%
• Other: 0.14%

Since Google controls more than 96% of searches, Romanian SEOs should prioritize Google's algorithms. The minimal presence of other search engines means that companies targeting Romanian consumers may consider optimizing for Bing only as a secondary consideration for specific industries.

Technical SEO

A solid foundation of technical SEO is paramount to success in Romania. Key areas to address are:

• Site architecture that search engine robots can easily navigate
• Mobile responsiveness (critical with the growing use of smartphones)
• Fast-loading pages optimized for Romania's volatile internet infrastructure
• Structured data to enrich SERP functionality
• Appropriate hreflang tags if the site targets multiple languages (Romanian, Hungarian, English)
• URL structure that works in both local and international contexts

Given Romania's still-developing Internet infrastructure, optimizing page load speed is more important than in Western Europe. Leveraging a content distribution network (CDN) with distribution points in Eastern Europe can improve positions through faster page loading.

Mobile-first indexing is mandatory as Romanians are increasingly browsing the Internet via smartphones. Companies need to provide an excellent mobile experience to maintain visibility in search results.

Choosing a domain extension

For companies involved in the Romanian market, the .ro domain extension offers several advantages:

• Signals commitment to Romanian consumers
• Generally improves positions in Romania for local searches
• Builds trust among Romanian customers who prefer local companies
• Can help with compliance for companies collecting personal data

To register a .ro domain, you will need to work with an accredited registrar and provide the appropriate business documentation.

Alternative approaches include:

• Romania-specific subdomain (ro.yourjamarka.com)
• Subfolder dedicated to the country (yourjamarka.com/ro)
• Geotargeting a standard domain through Google Search Console

Keyword research

Good keyword research is the foundation of SEO in Romania. Since only 31% of the population speaks English, keyword targeting in Romanian is essential to reach the majority of consumers.

Key aspects of keyword research in Romania:

• Using tools such as Google Keyword Planner that support the Romanian language
• Separate term study for Romanian and Hungarian (when targeting Transylvania)
• Paying attention to regional terminological differences
• Analysis of seasonal and event-related searches for Romanian holidays
• Focus on long-tail keywords for less competitive opportunities

Romanian search behavior often includes specific product attributes and price modifiers. Including terms such as "ieftin" (cheap) or "reducere" (discount) can attract high-intent traffic.

Local search terms

For companies targeting specific regions of Romania, location-based keywords significantly increase relevance. Local search optimization should include terms such as:

• "electronice București" (electronics Bucharest).
• "haine Cluj-Napoca" (Cluj-Napoca clothing)
• "avocat Timișoara" (Timișoara lawyer).

Even national brands should consider regional targeting, as local SEO strategies can help achieve higher conversion rates by addressing specific regional needs in cities such as Bucharest, Iasi and Constanta.

Content strategy

Content remains the cornerstone of effective SEO in Romania. To maximize search engine visibility:

• Create original content in Romanian
• Address topics relevant to Romanian consumers
• Include culturally relevant references and examples
• Adapt formats to Romanian preferences (visual content works especially well)
• Develop content that addresses specific regional interests when appropriate

A particularly effective approach: creating content that targets informational queries higher in the funnel, and then driving users toward transactional content. Shopping guides in Romanian for popular product categories can attract traffic that ultimately converts.

Link building

Creating a solid backlink profile is crucial for Romanian SEO. Effective approaches to link building include:

• Partnership with Romanian trade associations
• Publishing guest articles in Romanian publications
• Building relationships with Romanian bloggers and influencers
• Entries in local Romanian business directories
• Participate in local events that generate online relationships

Quality trumps quantity - a few authoritative Romanian backlinks will improve positions more effectively than dozens of low-quality links. Local directories like business.ro and romanian-companies.eu provide valuable local signals, especially for companies targeting Romanian consumers.

Integration with social media

Although not a direct ranking factor, social media platforms influence Romanian consumer perceptions and drive traffic. Popular platforms include:

• Facebook (dominates all demographic groups)
• Instagram (especially for visual products and younger audiences)
• TikTok (growing rapidly among younger Romanians)
• LinkedIn (for B2B and professional services)

Strategic social media integration supports SEO by increasing brand awareness, driving visits to the site and creating opportunities for content sharing and link generation.

Why choose us for SEO in Romania

1. digital expertise for Romania

We have built specialized knowledge of Romanian search patterns and consumer behavior, which is overlooked by templated SEO tactics. Our team regularly analyzes the evolving Romanian market, tracking search trends in major cities such as Bucharest, Cluj-Napoca, and the emerging tech hub of Timișoara. We know how economic factors, seasonal trends and cultural moments shape Romanian search habits.

2. championing multilingual content

We work with native Romanian speakers who understand both linguistic nuances and cultural context. For companies targeting Transylvania, we can develop content in Hungarian while maintaining SEO best practices in both languages.

3 Technical excellence for Romania's infrastructure

Our expertise in international SEO covers Romania's specific technical challenges. We implement solutions designed for Romanian web usage patterns - from lightweight page designs that load quickly on variable connections to structured data that earns featured snippets in Romanian search results.

4. comprehensive digital value chain

Instead of isolating SEO from other initiatives, we are integrating it with complementary approaches, including content marketing tailored to Romanian preferences and link building that leverages relationships with Romanian digital influencers, publishers and business communities.

5. measurement focused on ROI

We focus on business results, not just traffic metrics. Our reporting directly links Romanian SEO efforts to leads, conversions and revenue, helping you understand exactly how your investment is translating into business growth in this promising market.

With the development of Romania's digital sophistication, companies now implementing professional SEO services can establish strong positions before competition intensifies.

Summary

Romania offers compelling opportunities for companies looking to expand in Eastern Europe. With its EU membership, strong economic growth and rapidly growing digitization, it is an attractive market for companies with the right search engine optimization.

Success requires an understanding of Romania's distinctive features:

• Rapidly growing economy with strong manufacturing and service sectors
• Limited English proficiency (31%) makes localization in Romanian essential
• High internet penetration (91.49% of households) with growing e-commerce adoption
• Strong trends toward cross-border purchases, especially from China and Western Europe
• Search landscape dominated by Google (96.53% market share), making it the main target of SEO efforts

Since Google controls more than 96% of the search market, it is an overwhelming priority for optimization efforts. Companies that implement comprehensive SEO strategies now can establish strong positions in this growing market.

Contact us to learn how our SEO experts can help you develop a winning strategy for Romania.

‍