RESEARCH OF UKRAINIAN SEO AGENCIES: FIGURES, TRENDS, CHALLENGES

Serpstat and Ukrainian Business Awards ranking

For many relocated or partially restored businesses, SEO has become a key tool for attracting new audiences and entering new markets, including international ones. Understanding which contractors can provide real results is crucial.

This study provides answers to pressing questions, helping to make decisions in the fight for the client’s attention.

The material was supplemented by Koshelev Oleksandr — Analyst at Ukrainian Business Award. Data on SEO agencies was collected from open sources (websites, social networks) and from surveys.

Ukrainian SEO market

2025 is a turning point for search engines. The introduction of Google Search Generative Experience (SGE) and the deep integration of artificial intelligence into SEO processes are radically changing approaches. Businesses need to know which agencies are ready for these challenges and can offer strategies that will work tomorrow.

The demand for quality SEO services is growing, and with it the cost. At the same time, more and more freelancers and small teams are appearing on the market, which makes it difficult to choose.

Among the threats, in addition to economic instability due to war, is growing competition from international agencies.

How we rated agencies: methodology

This SEO agency rating is a score based on 15 criteria grouped into 4 logical blocks: Scale, Quality, Recognizable, and Tools. Each criterion has its own weighting factor, and the final score is the sum of all indicators. This approach allows you to objectively compare both large market players and niche agencies. The methodology is an attempt to evaluate SEO agencies based on more than one parameter (for example, traffic).

Block “Scale and Experience”

Criteria: Number of projects completed, number of clients, number of specialists, years on the market.

What it measures: This block assesses the experience, reliability and market weight of the agency. A large number of projects and clients indicates well-established processes and trust from the business. The number of specialists indicates the ability to work with large and complex tasks.

These are understandable indicators. They give the reader an idea of ​​​​whether the company is a “stable player”.

“Tools and Presence” Block (resources)

Criteria: Number of SEO tools, traffic on your own website, presence in social networks (activity).

What measures: Technological equipment and marketing activity of the agency itself.

Traffic on the website was analyzed according to SimilarWeb data. It is important to emphasize that this is estimated traffic, not exact data from Google Analytics, but it allows you to objectively compare SEO companies with each other.

Presence in social networks (measured in the number of active platforms) is a less significant, but still indicative criterion. It demonstrates how open the company is to communication with the audience.

Block “Quality and Reputation”

Criteria: CX (Customer Experience Index), percentage of positive reviews, jury rating.

What it measures: Customer satisfaction and independent expert opinion. CX (Customer Experience Index) is an attempt to digitize the quality of service. It is calculated based on the percentage of positive reviews and has a scale from 1 to 10. A high score indicates that the SEO company cares about communication and results.

This is the most important block for a potential client, because it speaks not about the quantity, but about the quality of work.

Block “Brand recognition”

Criteria: TM knowledge (number of branded searches in Google), website traffic.

What measures: A strong brand is an asset that cannot be quickly copied.

Distribution of evaluation criteria:

• Technical indicators via Serpstat API (as well as MCP server with Cllaude), Similarweb (40%)
• Portfolio and cases (25%)
• Market recognition (20%)
• Team and processes (15%)

View the full study from Ukrainian Business Award

SEO companies: who are among the leaders in the search engine optimization market

TLDR:

• Marketing agency Netpeak dominates with a share of 45.7% of total SEO traffic, also according to results from UBA
• Top 3 agencies in the ranking control 81.9% of total SEO traffic
• The remaining 12 agencies surveyed distribute only 18.1%
• 60% of surveyed agencies have visibility less than 1.0
• 33% of agencies show zero SEO activity

An analysis of the 15 leading SEO agencies in Ukraine conducted by Ukrainian Business Awards revealed three echelons in the market: undisputed leaders, stable mid-segment players, and companies that lack their own SEO visibility.

The top companies by traffic volume to the websites Netpeak, Webpromo, SEOquick, WEDEX generate a total of over 177 thousand visits per month, which is more than 60% of the total traffic of all 15 agencies studied. The “Pareto Rule” is in effect: the first 5 companies take the lion’s share of attention, while the remaining 10 distribute a much smaller market volume among themselves.

An alarming signal is that almost half (7 out of 15) of the agencies have minimal traffic according to Serpstat (estimated SEO traffic based on the number of keywords in the Top 20 and their frequency):

However, the final UBA ranking takes into account not only traffic, but also dozens of other indicators, including experience, quality of service and jury ratings. That is why the top five look different and reflect a comprehensive picture.

Top 5 SEO companies

• Netpeak (1st place): This is a “heavyweight” of the market. Their strength lies in scale, the strongest brand and vast experience working with large clients. The status of Google Premier Partner only emphasizes their expertise and reliability.
• Aweb (2nd place): Aweb demonstrates that in 2025 the market values ​​not only scale, but also impeccable service quality and reputation. Their example proves that stability, customer focus and high expert ratings can outweigh even traffic indicators.
• Webpromo (3rd place): An example of how media activity and a strong personal brand are converted into leadership. High traffic to the site indicates their ability to attract an audience, which is a key task in SEO.
• Inweb (4th place): Leadership in the number of clients and the highest satisfaction index (CX 10/10) make Inweb the benchmark for client service. They prove that you can successfully work with a large number of projects without losing quality.
• HIGHWAYTOTOP (5th place): This is an “SEO factory” in the good sense of the word, with vast practical experience and well-established processes.

These five companies set the standard for the entire industry, each in their own unique style: from the boutique approach of Aweb to the industrial scale of Netpeak.

Regional Analysis

Kyiv

The capital city has the largest concentration of leading SEO agencies – almost half of the TOP-15 are based in Kyiv. These companies (Aweb, Webpromo, SEO-Studio, Seomarket) serve mainly large businesses throughout Ukraine, including national brands and large e-commerce projects. They provide a full range of services – from technical optimization to content marketing – and are distinguished by their high customer focus (most have a CX index of ~9 out of 10).

At the same time, capital-based companies usually work with a relatively smaller number of clients, focusing on large contracts.

Kharkiv

Before the war, Kharkiv was one of the leading IT hubs in Ukraine. Historically, Kharkiv SEO companies were distinguished by strong technical expertise and an orientation towards external markets (outsourcing) – well-known agencies such as Promodo, ITForce, UAATEAM, etc. worked in this region.

Although Kharkiv digital specialists continue to make a significant contribution to the industry, the agencies of this region themselves are not represented in our rating, as they have a broader profile than just SEO.

Dnipro

Dnipro is represented by only one company on the list – SEO/PPC agency HIGHWAYTOTOP. Local SEO companies provide comprehensive Internet marketing services – combining technical SEO with paid advertising – and focus on achieving practical business results for the client.

In particular, HIGHWAYTOTOP is known for its “full cycle” approach (from competitor analysis to sales growth). Service quality indicators are also high: the Dnipropetrovsk SEO agency received CX ~8/10, and its cases demonstrate a noticeable increase in traffic and conversions.

Lviv

The Lviv region has 2 agencies in the TOP-15 – Sprava Agency and Project SEO. Sprava is one of the most experienced in Ukraine (over 20 years on the market). It provides comprehensive services (SEO promotion, website development, PPC, etc.) and serves a very wide client base – about 500 clients.

Sprava demonstrates one of the highest levels of customer satisfaction: approximately 94% of positive reviews according to the rating, which emphasizes its reputation in the market. In contrast, Project SEO is a relatively younger Lviv agency focused solely on SEO. It has a smaller scale (small team) and a correspondingly more modest portfolio – about 56 clients in work. Despite this, the presence of Project SEO in the TOP-15 indicates the growth of a new generation of SEO companies in Lviv, which are gradually complementing the experience of the region’s old-timers.

Odesa

Odesa is notable for its strong presence in the ranking – 3 out of the top 15 SEO agencies are based here. Among them is Netpeak, which is one of the largest SEO companies in the country (it also has an office in Kyiv). Odessa agencies are distinguished by their work with large-scale projects and online businesses: Netpeak’s clients include leading retailers, banks and online services, and Netpeak’s brand recognition is the highest in the industry.

Netpeak is a global SEO giant operating in several markets (Ukraine, Bulgaria, Kazakhstan). Regional keyword distribution:

Source: Serpstat

Another SEO company from Odessa – Inweb – is ahead in terms of the volume of its client base, having implemented over 2,000 SEO projects during its existence for businesses of various sizes. Note that in the survey, respondents were asked to name the number of SEO projects, excluding SMM, PPC, etc.

Also notable is SEOquick (Odesa), which focuses on fast SEO: the site receives ~55 thousand visits per month, and the share of positive reviews reaches ~90%.

In general, the Odessa region is known for its strong technical expertise and wider client reach. Local agencies simultaneously run many projects (Netpeak and Inweb together operate thousands of clients) and provide high traffic to clients’ websites, especially in the e-commerce sector.

Therefore, Odesa is on a par with Kyiv in terms of SEO business development, but with an emphasis on scale and outsourcing.

Who specializes in what: industry expertise

The sheer number of industries or services does not say anything about their quality or priority. An SEO agency may have 7 industries in its portfolio, but 90% of its revenue will be from e-commerce. Similarly, having 10 types of services does not mean that they are all performed at the same high level. Therefore, this criterion shows the versatility of the agency, and not its in-depth expertise in each of the listed areas, but we still decided to systematize it a little.

Main areas:

• Technical SEO: audit, speed, Core Web Vitals
• Content SEO: strategy, creation, optimization
• E-commerce SEO: online stores
• Local SEO: local business
• International SEO: foreign markets, localization

Undervalued areas that are poorly represented among agency services:

• Technical SEO for large sites
• Local SEO for small businesses
• SEO for SaaS and startups
• International SEO for export-oriented companies

Please note that it is worth clarifying the key specialization with the agency itself.

How much does SEO cost in Ukraine: price analysis

In addition to comprehensive website promotion on Google, many agencies offer individual services. This allows businesses to solve project problems or test a contractor before concluding a long-term contract. Below are the average market prices for the most popular services.

💡 Key findings

• The most affordable SEO promotion services. Sprava Agency offers the lowest price — from $125, which makes SEO affordable for small businesses
• Middle segment. 50% of agencies work in the range of $300-$499, which indicates market standardization
• Premium segment. Netpeak and Locomotive Media offer the most expensive services ($700-$1000+)
• Market trend. The median price of $354 shows that the SEO market in Ukraine is becoming more competitive (abroad, the average price for an SEO service is $650)

Minimum budget for cooperation (calculated by UBA based on all types of services and packages provided by the company):

Successful projects: how agencies achieve results

To understand the market, it is important not only to evaluate agencies, but also to analyze their clients. Who is the main customer of SEO services today? Based on the analysis of the portfolios of leading companies and industry trends, several key portraits can be distinguished.

• E-commerce (Online stores): The undisputed leader. For online retailers, from large chains to niche stores, organic traffic is a key source of sales. They make up up to 60-70% of the client base of most agencies.
• SaaS and IT products: Software development companies are actively competing for visibility on Google, focusing on both the Ukrainian and international markets. For them, SEO is a tool for generating leads and demonstrating expertise.
• Services (B2B and B2C): Legal and financial companies, medical clinics, educational platforms, real estate agencies. In these niches, competition and the cost of attracting a client are high, so SEO is a strategic investment.
• Content projects and media: Information portals, blogs and online media for which traffic is the main way to monetize through advertising.

Business comes to SEO agencies not just for “top positions”, specific problems:

• There is traffic, but no sales: The problem of an irrelevant audience or poor site conversion.
• The site has fallen under Google filters: A sharp drop in visibility, which requires a technical audit and “treatment”.
• “Competitors are everywhere, but we are not visible”: The task is to catch up and overtake the leaders of the niche.
• “We are launching a new product/entering a new market”: The need to build an SEO strategy from scratch to attract the first customers.

The largest clients among the companies studied:

SEO market during war [expert comments]

The rating shows: the best SEO agencies in Ukraine not only survive during the war, but also demonstrate growth. The secret of success is in adapting to new realities and resilience.

The main location has changed, because our main office was in Kherson. And now we have gone the way of remote work and small offices in 4 cities across Ukraine. The team has expanded, because even though there is a war, business in Ukraine is working and trying to survive – we help with this. We have reviewed the marketing of the agency.

We are considering entering the market, developing it, but not as quickly as we would like 🙂 And probably the main thing that has changed is our approaches to work – we have begun to conduct projects several times better and more efficiently. Because now it is a special responsibility for Ukrainian business.

Serhiy Ivanchenko (CEO of WEDEX agency)

In 2025, approaches have changed significantly in all aspects – from human resource management to the active development of artificial intelligence and reformatting work taking into account changes in the output.

AI is now used by just about everyone. Not only that, we must not lag behind, using the new opportunities that have opened up as effectively as possible – we must use them as thoughtfully and correctly as possible so that this does not harm our clients’ projects. We are literally reformatting on the go, understanding that SEO is no longer about searching on Google or Bing, now there are much more AI search engines, all of them are rapidly gaining popularity and we must throw our projects into the spotlight everywhere. Which we are actively doing.

Two fighters from our company, Anatoliy and Oleksandr, are currently defending us in the ranks of the Armed Forces of Ukraine and the State Border Guard Service. We must take into account the factor that any of us can stand up for defense, so we must plan the workload in such a way that this does not prevent us from continuing to provide our clients with high-quality services.

Vadym Ivashkevych (Head of SEO seomarket)

We did not have to change the location. All our operational processes remain stable thanks to the ability to work remotely.

We have a shelter on the ground floor of the office. The space is large and comfortable, the Netpeak Group of companies provided it with water and food supplies in case of emergencies. The safety of our team is a priority for us.

We actively monitor the morale of the team, provide opportunities to rest if necessary, and create conditions for maintaining a positive attitude even in difficult situations.

Vladislav Naumov (Operations Director of the Inweb digital marketing agency)

Despite all the circumstances, the majority of the team remains in Ukraine. At the same time, many specialists have changed their place of residence within the country. Only a few people have relocated abroad on a permanent basis.

Some people have mobilized, some have volunteered or gone abroad. We have made it a priority to maintain the current team, and since the second half of 2022 we have gradually returned to active hiring.

Even before February 24, part of our portfolio already consisted of international projects. However, the beginning of a full-scale war has pushed our team to work more systematically and purposefully with new regions.

In addition, we are now actively forming proposals as part of a new initiative, a platform to support Ukrainian businesses in entering foreign markets — Easy Export by Netpeak.

The challenges were both maintaining the project portfolio and expanding it. We helped businesses that were already ready to enter new markets. For local clients, we promptly closed requests, even going beyond the usual budgets and regulations.

There was one key change — a systematic exit beyond the Ukrainian market. This is a global process that entails a number of internal changes: adaptation of recruiting approaches, restructuring of sales and project work regulations, marketing activities. In fact, building a new product based on our existing expertise.

Mykola Novikov (Head of SEO Department at Netpeak)

Conclusions: predictions and challenges for 2025-2026

The search engine optimization market is on the verge of fundamental changes driven by technological progress and new approaches from Google. Ukrainian agencies that seek to maintain leadership must adapt to three key challenges.

1. AI Integration: From Assistant to Strategist.
2. Routine Automation: AI platforms will take over semantic clustering, technical micro-tasks, and templated content generation.
3. Predictive Analytics: AI-based systems will analyze thousands of factors to predict the effectiveness of certain SEO actions, allowing agencies to stay ahead of the curve.

However, the role of the Junior SEO Specialist could change significantly. Tasks previously performed by interns will be automated, increasing the knowledge requirements even for entry-level positions.

Agencies will need to shift their focus to:

• Transactional and commercial queries where the user is intent on making a purchase.
• Complex, expert content that SGE cannot fully replace.
• Optimization for brand mentions in LLM.

Leading agencies such as WebPromo are already doing GE audit and GERM.

Against the backdrop of automation of routine tasks, there will be an acute shortage of top-level specialists – SEO strategists. These are specialists who are able to not only perform technical tasks, but also:

• Deeply understand the client’s business model.
• Work at the intersection of SEO, marketing, analytics and product management.
• Develop comprehensive long-term strategies taking into account SGE and AI trends.

The future of Ukrainian SEO lies with agencies that will be able to integrate technologies, adapt strategies to the new reality of search, and develop personnel capable of thinking at the level of business tasks, not just positions and traffic.

How to choose an SEO agency: a checklist for business

Stage 1: Preliminary check

1. Agency Website Audit

• Organic Traffic: Use services like Serpstat to estimate the approximate traffic to the agency’s website. High traffic and visibility are proof of practical expertise.
• Technical Condition and Usability: Does the site load quickly? Is it easy to use on mobile? Does the site have a blog with expert articles? This shows attention to detail.

2. Case Study and Feedback Analysis

• Case Study Relevance: Does the portfolio include projects from your niche or a similar niche? Success in e-commerce does not guarantee success in B2B SaaS.
• Avoid general phrases like “increased traffic by 200%. Look for cases with specifics: what were the goals, what exactly did they do, what challenges did they face, what KPIs were achieved (growth in rankings, traffic, leads, sales).
• Check reviews not only on the agency’s website, but also on independent platforms (Google Maps, Clutch, Facebook). Pay attention to how the agency reacts to negative reviews — this is an indicator of its maturity.

3. Certifications and partnerships – formal recognition

• Google Premier Partner status: This is the highest distinction from Google, confirming expertise, the volume of client budgets and efficiency of work.
• Specialist certificates: Do the agency’s employees have personal certificates (Google Analytics, Serpstat)? This indicates their qualifications.
• Participation in ratings and conferences: Presence in industry ratings and speeches at leading conferences is a sign of recognition in the professional community.

Stage 2: First contact and negotiations

4. Transparency of processes and communication

A clear work plan: Has the SEO agency provided you with a detailed action plan for the first 3-6 months? You should understand what exactly you are paying for each month.
Reporting system: Ask how often you will receive reports. A good report contains not only graphs, but also analytics: what was done, what results it gave and what plans for the next period.
Dedicated manager: Will a specific person be assigned to your project? Effective communication is the key to successful cooperation.

5. Realistic promises and no “red flags”

• Guarantees: Beware of those who guarantee TOP-1 in Google. Professionals know that algorithms are constantly changing, and no one can give 100% position guarantees.
• Quick results: SEO is a marathon, not a sprint. Promises of “cosmic traffic in a month” should alert you. The first noticeable results usually appear after 4-6 months.
• “Secret methods”: Avoid agencies that talk about “secret algorithms” or even “exclusive agreements with Google :). Effective SEO is systematic work, not magic.

Stage 3: Agreeing Terms and Conditions

6. Contract and Legal Aspects

• Subject of the Contract: The contract should clearly state the scope of work that the agency is committed to performing.
• KPIs and Responsibilities: Does the contract set out key performance indicators (KPIs) against which the work will be measured?
• Termination Terms: Make sure that the terms of termination are transparent and fair to both parties.

7. The team that will work on the project

8. Price and its justification

• Price breakdown: Can you get a breakdown of what the monthly fee consists of (specialist hours, content costs, link building)?
• Value for money: Don’t chase the cheapest offer. Quality SEO can’t be cheap. Evaluate what value (expertise, resources, experience) you are getting for your money.

By going through this checklist, you will be able to systematize the selection process, weed out weak candidates, and find an SEO agency that will become a reliable partner for your business on the path to growth. Good luck!

Kateryna Gordienko (AI Marketer at Serpstat)