SEO in Ukraine

Trade relations

Ukraine maintains significant trade relations despite ongoing challenges, and its agricultural sector drives much of its export activity. According to OEC, Ukraine's main export destinations are:

• Poland ($4.83 billion)
• Romania ($3.56 billion)
• Turkey ($2.88 billion)
• China ($2.5 billion)
• Spain ($2.46 billion)

Exports

Ukraine's export economy is mainly focused on agricultural products and raw materials. In 2023, according to OEC, Ukraine's main exports were:

• Corn ($5.46 billion)
• Seed oils ($5.26 billion)
• Wheat ($3.62 billion)
• Iron ore ($1.94 billion)
• Soybeans ($1.39 billion)

Ukraine has the honor of being the world's largest exporter of seed oils, worth $5.23 billion.

Imports

Ukraine's import market reflects both consumer demand and infrastructure needs. The country's major imports in 2023 included:

• Refined oil ($7.85 billion)
• Automobiles ($4.22 billion)
• Oil gas ($2.21 billion)
• Packaged drugs ($1.67 billion)
• Explosive ammunition ($1.39 billion)

The main sources of Ukrainian imports are China ($10.1 billion), Poland ($8.54 billion), Germany ($5.31 billion), Turkey ($4.04 billion) and the United States ($2.58 billion).

It is worth noting that Ukraine was the world's largest importer of military weapons ($476 million) in the last reported year, reflecting current security priorities.

For Polish companies interested in expansion, Trading Economics data shows that trade between Poland and Ukraine is significant, with Polish exports to Ukraine reaching $14.23 billion in 2024, while Polish imports from Ukraine totaled $5.16 billion in the same period.

Ukrainian consumers

Understanding Ukrainian consumers is key to effective SEO and digital marketing. As Promodo's research indicates, Ukrainian shopping patterns are currently changing due to several factors:

• Increased price sensitivity due to inflation and economic uncertainty
• Shift from brand loyalty to price-based decision making
• Reclassification of some products from "essential" to "nice to have"

VAT rates in Ukraine

Ukraine operates under a tiered VAT system.

According to PWC's tax summary, Ukraine has four VAT rates: 20%, 14%, 7% i 0%. The standard rate of 20% applies to most goods and services, except those qualifying for reduced rates.

The 14% rate specifically applies to imports and supplies of certain agricultural products, including corn, soybeans, sunflower seeds and related commodities.

The reduced 7% rate covers several categories:

• Supply and import of eligible drugs and specified medical goods
• Drugs and medical equipment for clinical trials
• Cultural and artistic events (trips to museums/zoo, film adaptations for people with visual/hearing impairments)
• Temporary accommodation services
• Supply of tickets for national and international sports events

The 0% rate applies to exports, re-exports, international transportation (with uniform international shipping documentation) and certain contract manufacturing services when finished goods are re-exported.

It is worth noting that as of January 2022, the supply of B2C digital services to Ukrainian customers by non-residents is subject to 20% VAT, with limited exemptions for certain online education services. This includes services delivered over the internet that are mostly automated, including those requiring the installation of apps on smartphones or other devices.

Consumer protection and regulation

Ukraine maintains specific product labeling and consumer protection requirements that affect both physical and digital companies.

According to the International Trade Administration of the U.S. Department of Commerce, labels on non-food items, in accordance with Article 15 of the Law "On Consumer Rights" № 1023-XII, must contain the following information in Ukrainian:

• Product name
• Main characteristics (volume, weight, etc.)
• Instructions for use and safety
• Information on hazardous substances
• GMO status (if applicable)
• Price, terms of purchase
• Date of production
• Storage conditions
• Manufacturer's warranty obligations
• Expiration date, shelf life and disposal instructions
• Name and location of manufacturer/importer/trader for complaints and services

For foodstuffs, Article 6 of the Law "On Consumer Information on Foodstuffs" № 2639-VIII requires additional details such as ingredients, allergens, nutrition declarations and alcohol content, if applicable.

During the period of martial law, the Cabinet of Ministers (Resolution No. 234 dated 09/03/2022) authorized the labeling of products in languages other than Ukrainian. Food market operators affected by the hostilities can sell products with information in other languages, although batches must carry mandatory information in Ukrainian.

SEO of websites in Ukraine

With a growing number of Ukrainians conducting online research before buying, a strong search engine presence is becoming more critical to business success. SEO in Ukraine requires an understanding of the unique aspects of the local digital landscape.

Search Engines

The Ukrainian search engine market is dominated by Google, making it a prime target for SEO efforts, but with a noticeable presence from Yandex despite geopolitical tensions. According to StatCounter, the market breakdown is as follows:

• Google: 86,45%
• Yandex: 10.46%
• Bing: 2.41%
• DuckDuckGo: 0.38%
• Yahoo: 0.25%
• Other: 0.06%

This strong dominance of Google means that your SEO efforts should primarily focus on Google's algorithms and ranking factors. However, Yandex's significant presence (especially in eastern regions and among older demographics) means that some consideration of optimizing for this search engine may be beneficial for specific industries or target groups.

Website optimization

Technical excellence is the foundation of successful SEO in Ukraine. Comprehensive technical SEO should examine:

• Site architecture that search engine robots can easily navigate
• Mobile responsiveness (important due to regional trends towards mobile usage)
• Page loading speed optimized for Ukraine's changing internet infrastructure
• Implementation of structured data to enhance SERP functionality
• Appropriate hreflang tags if targeting multiple languages (Ukrainian, Russian, English)
• A URL structure that works for both local and international audiences

Given the current situation in Ukraine, site reliability and fast loading times are particularly important, as internet access can be volatile in some regions. Implementing a content delivery network (CDN) and optimizing images can help improve site performance under difficult conditions.

Mobile-first indexing is especially important in Ukraine, where many users access the Internet primarily via smartphones due to infrastructure limitations in some areas. Ensuring that your website provides a seamless mobile experience is not just a recommendation, but a necessity for visibility in Ukrainian search results.

Choosing a domain extension

For companies involved in the Ukrainian market, the .ua domain extension provides several advantages:

• Signals genuine commitment to Ukrainian consumers
• Usually improves local search engine positions in Ukraine
• Builds trust among Ukrainian customers who prefer local companies
• Can help with compliance for companies collecting personal data

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

If a .ua domain is not immediately possible, consider:

• A subdomain specific to Ukraine (ua.yourjamarka.com)
• Country-specific subfolder (yourjamarka.com/ua)
• Geotargeting a standard domain through Google Search Console

Competitor Analysis

Understanding your digital competition in Ukraine provides critical insights for your SEO strategy. When analyzing your competitors, investigate:

• Which Ukrainian searches are driving their organic traffic
• Content formats and topics that work best for your industry
• Their backlink profiles, including Ukrainian media and industry sites
• Technical implementations that increase their visibility
• Local partnerships and marketing initiatives that generate links

This analysis helps identify both gaps in the market and effective approaches that you can adapt to the Ukrainian context. Ukraine requires a localized approach to competitive analysis, as competitive dynamics can differ significantly from other markets in which you operate.

Language and content for Ukrainian websites

Content Localization

Effective localization goes beyond translation to include cultural context. For Ukrainian audiences:

• Create content specifically addressing local needs and interests
• Be sensitive to the current situation and regional differences
• Work with native speakers of Ukrainian who understand cultural nuances
• Consider offering content in both Ukrainian and Russian for maximum reach
• Stay abreast of language policy developments as language use evolves

A content-based approach is essential for connecting with Ukrainian audiences. Simple translation of existing content is rarely effective; instead, develop content that specifically addresses local interests, concerns and search behavior.

Keyword research

SEO in Ukraine requires keyword research in Ukrainian to be effective. Since only 23% of the population is fluent in English, focusing on keywords in Ukrainian is essential:

Tools such as Ahrefs Ukraine and SEMrush data offer information specific to Ukraine, although coverage may not be as comprehensive as for larger markets.

Focusing on long-tail keywords is especially important in the Ukrainian market, where competition for broader terms can be intense, but niche opportunities abound. For example, instead of targeting "ресторани" (restaurants), consider more specific keywords based on intent, such as"найкращі ресторани у Києві" (best restaurants in Kyiv).

Keywords related to location

For local businesses or those targeting specific regions, location-based keywords significantly improve relevance. Local SEO is particularly effective in cities such as Kyiv, Lviv and Odesa. Important terms related to localization include:

• "електроніка Київ" (electronics Kyiv).
• "одяг Львів" (Lviv clothing)
• "юрист Одеса" (Odesa lawyer).

Such location-specific terms often have lower competition while delivering highly qualified traffic with a clear buying intent. Companies can achieve higher visibility and better audience engagement by targeting these regional terms, rather than competing for nationwide keywords.

Link building in Ukraine

Developing a strong backlink profile in Ukraine requires an understanding of the local digital ecosystem. Effective approaches to link building include:

• Cooperation with Ukrainian trade associations and chambers of commerce
• Bringing expert content to Ukrainian business publications
• Building relationships with Ukrainian bloggers and influencers
• Securing entries in Ukrainian business directories
• Participate in local events (virtual or physical, as the case may be) that generate online relationships

Quality counts more than quantity - a few authoritative Ukrainian backlinks will improve your ranking more effectively than numerous low-quality links. There are many directory listings available in Ukraine, but you should focus your efforts on those with high domain authority and relevance to your industry.

Integration with social media

While not a direct ranking factor, social media engagement influences Ukrainian consumer perceptions and can drive traffic. Popular platforms include:

• Facebook (dominant in all demographic groups)
• Instagram (especially for visual products and younger audiences)
• Telegram (very popular for messaging and content distribution)
• YouTube (significant for content consumption)
• TikTok (growing among younger Ukrainians)

Strategic social media integration supports SEO by increasing brand awareness, driving site visits and creating opportunities for content amplification and link generation. This is especially important in Ukraine, where social recommendations play a significant role in the purchasing decision process.

Why you should work with us for Ukrainian SEO

1. proven experience in demanding markets

Few agencies truly understand the nuances of navigating the Ukrainian digital environment in transformative times. Our team has successfully guided companies through market entries and expansions across Eastern Europe, including the unique challenges of post-2022 Ukraine. We've seen what works - and importantly, what doesn't work - when traditional Western approaches meet Ukrainian realities.

2. development of a culture-based strategy

We develop SEO strategies that take into account the unique cultural and linguistic characteristics of Ukraine. While others may view Ukrainian SEO simply as another Eastern European market, we recognize the specific cultural sensitivities, regional differences (from Lviv to Odesa and beyond) and evolving online behaviors that characterize Ukrainian digital life. This cultural intelligence drives our keyword selection, content creation and outreach efforts.

3. resilient technical basis

With sometimes unreliable energy infrastructure and internet connectivity varying widely between regions, technical optimization in Ukraine requires special consideration. Our expertise in international SEO implements specialized strategies such as lightweight site structures, content delivery networks optimized for Eastern Europe, and reduced-dependency designs that work well even in challenging environments.

4. building a unified digital ecosystem

We create holistic digital ecosystems that integrate SEO with complementary channels. Our approach combines your content marketing strategy with SEO fundamentals, while implementing link building initiatives that authentically connect with Ukraine's online communities - from Telegram channels to specialized forums and industry hubs.

5. measured transparency in uncertain times

We believe that Ukrainian digital marketing requires particularly clear communication about what is working, what is challenging, and how we are adapting. Our reporting focuses on practical business metrics. We provide visibility into what is achievable in a market where conditions can change rapidly.

While uncertainty remains a part of the Ukrainian business landscape, opportunities continue to grow. Companies that develop thoughtful, adaptive SEO implementations now can make meaningful connections with Ukrainian consumers and build lasting digital assets. Our specialized approach helps navigate through this complexity while positioning for long-term success as the market evolves.

Summary

Ukraine offers intriguing opportunities for companies seeking growth in Eastern Europe. Despite current challenges, its resilient economy, growing digital adoption and technological capabilities create opportunities for companies with the right search engine optimization.

Success requires an understanding of Ukraine's unique characteristics:

• Resilient economy adapting to difficult circumstances
• Limited English language skills (only 23% of the population) making Ukrainian localization essential
• High internet penetration (90%), but relatively low e-commerce adoption (10% of retail sales)
• Evolving consumer behavior under the influence of economic challenges
• Search engine landscape dominated by Google (86.45% market share) with significant presence of Yandex (10.46%)

Essential SEO practices for Ukraine include properly localized content, thorough keyword research in Ukrainian, understanding local search trends, and recognizing Google's dominant role while not ignoring Yandex's significant share. With Google accounting for more than 86% of the search engine market, it must be the primary target of SEO efforts, although companies should consider optimizing for Yandex for specific audience segments.

Effective SEO in Ukraine is not just about applying generic techniques with Ukrainian labels - it requires market-specific insights, technical excellence and constant adaptation to local trends. With the right approach, companies can establish strong digital positions in this promising Eastern European market.

Contact us to learn how our team can help you create a winning Ukraine strategy that drives significant business growth.

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