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Projects and outcomes.

Studio products and client work: the challenge, approach and sourced outcomes.

European online pharmacy

Vitateka.ee

Technical and search recovery after a site compromise, then regional growth: in Q3 2026 average Google position improved from 20.8 to 10 year over year.

PharmacyTechnical SEORecovery
Industry media · studio-built

Provodnik Media

A publication for specialists and business teams, organized around practical guidance, industry news and professional topics.

MediaDevelopmentContent SEO
Canadian e-commerce launch

Maple Tattoo Supply

Search foundations for a Canadian tattoo-supply store launched from the ground up.

E-commerceInternational SEOLaunch
Sports nutrition · Estonia

sportfit.ee

SEO for a six-language sports nutrition store: in Q3 2026 Google clicks grew 77.5% year over year and average position improved from 13 to 8.5.

E-commerceSEOInternational SEO
Confidential speech transcription

Local meeting transcription

A desktop app transcribes meeting recordings locally without sending audio to a public AI service.

DevelopmentAI workflowsAutomation
Real estate · website and quiz funnel

Residential developer

Website and quiz funnel that cut qualified-lead cost by 41%

Real estateDevelopmentLead generationCRM
Fitness · online membership sales

Fitness club network

38% of memberships sold fully online, with no club visit

FitnessDevelopmentSales funnelAutomation
Hospitality · direct bookings

Boutique hotel

Direct bookings grew from 18% to 44% of the total; aggregator commissions fell from 14% to 9%

HospitalityDevelopmentSEOGEOMultilingual
HoReCa · QR menu, Telegram bot and admin

Thai restaurant

Online menu with QR orders, a Telegram bot for staff and an admin panel

HoReCaOnline menuQR ordersTelegram botAdmin panel
Logistics · DevOps platform

Logistics SaaS

15-minute deploys instead of manual night releases

LogisticsDevOpsKubernetesCI/CDMonitoring
Insurance · migration without traffic loss

Insurance company

Site and online sales migrated off a legacy stack without losing traffic

InsuranceMigrationDevelopmentSEOYMYL
Marketplace · local SEO · GEO

Local gift marketplace

Work on the local SEO and GEO visibility of a gift marketplace in search and AI answers.

MarketplaceGEOLocal SEO
Genetic testing

Genotek

Long-term organic growth for a genetic testing service through content and trust improvements.

HealthcareSEOContent
Fintech · content SEO

Financial services blog

Content strategy and SEO for a financial service blog about credit history and credit scores.

FintechYMYLContent SEO
Catalog · content · SEO

Sports retail

SEO support for the catalog and blog of a sporting goods store as part of its in-house team.

RetailContentSEO
Social impact · NDA

Charity platform (NDA)

Help people discover verified donation pages and charitable initiatives.

NonprofitSEOInformation architecture
Fashion retail · technical SEO · content

Online clothing store

Technical SEO audit and organization of the SEO process for content on an online clothing store.

FashionTechnical SEOContent
Electrical equipment manufacturer

IEK Group

Search visibility work for a B2B electrical-equipment manufacturer.

ManufacturingB2BInternational SEO
Sleep and home products

Askona

Organic search support for a large sleep and home-products retailer.

RetailSEOContent

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Latest materials

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Practical articles and guides by SurfUp.

Guide · 8 min

Traffic dropped after a Google update

How to tell whether a traffic drop comes from a Google update, seasonality or a site fault. 2026 update timeline, a six-question check and a plan for the first 14 days.

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Guide · 9 min

Demand fell or the site lost: reconciling traffic with Wordstat

Demand for deposits fell 75%, traffic 37%; for cards demand −35%, traffic −63%. How to reconcile traffic with demand and not blame the site for the market.

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Guide

Topic Frame: How to Design a Semantic Cocoon That Works

Our version of the semantic cocoon: topic boundary, audience voice, decision path, page roles, internal linking and briefs. Step by step, with an example.

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