Ümit Karatay / Senior SEO Specialist

Ümit Karatay, SEO consultant.

I combine my agency background with the hands-on work of building and running my own websites.

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Ümit Karatay
Tallinn, Estonia / Working worldwide

My background in SEO.

I’m Ümit Karatay, an independent senior SEO specialist in Tallinn. I have 10+ years of SEO experience and worked on 100+ client websites over my agency career. I now work with businesses and agency teams worldwide. For projects in English, I communicate primarily in writing.

My past agency work covered retail, consumer goods, automotive, travel, healthcare, and financial services. At GroupM, I worked on Kliksa and Teknosa. The work involved websites with different customers, sales goals and technical limitations.

Today, I also own and run Zovovo and Supplement Explained. I use Google Search Console, GA4, and DataForSEO to research topics and review performance. I audit content, match pages to what readers need, rewrite articles, add useful internal links, and implement changes in WordPress. When I use AI-assisted drafts, I check sources and review the content myself before publication.

The Kliksa project received a Bronze MIXX Award. My contribution was part of the GroupM/MediaCom team’s work.

My independent projects and results

More about my professional background and work:

10+years in SEO

100+agency client websites

Selected brands I worked with during my agency career

BMW
P&G
MINI
Land Rover
General Electric
Unilever
Domestos
Cif
Knorr
Axe

Past agency projects, not a list of current clients or endorsements.

Past agency projects

Experience across different industries.

Throughout my agency career, I used technical SEO, content and link building to help improve organic traffic and revenue. At GroupM, I also contributed to Kliksa’s Bronze MIXX Award-winning project. The brands shown here reflect that agency experience.

E-commerce & retail

Kliksa · Teknosa · Morhipo · United Colors of Benetton

Related SEO support

Consumer brands

P&G Türkiye · Unilever Türkiye · Domestos · OMO · Axe · Cif · Knorr · Magnum

Related SEO support

Healthcare & financial services

Anadolu Sağlık Merkezi · Sigortacini · Western Union

Related SEO support

These are examples from my agency career, not current clients or endorsements. I do not publish client analytics. Shareable results from my own projects include their reporting periods and measurement notes.

Experience in context

Agency delivery. Independent implementation.

My GroupM roles included SEO Executive, Senior SEO Executive and Sr. Data & Technology Executive between 2013 and 2018, across separate periods. I later worked as Head of SEO at Brands&Clicks in 2019. My responsibilities grew from keyword and technical analysis to strategy, delivery quality and coordination with client teams.

My publishing work has included Turkish, English, Portuguese and Norwegian websites, covering research, structure and content workflows. Zovovo and Supplement Explained are two ongoing projects you can explore.

What informs the work?

Search Console and GA4

Understand which searches lead to visits and useful inquiries.

DataForSEO, Ahrefs and Semrush

Research search intent, competing pages and content opportunities.

Screaming Frog and browser tools

Investigate URLs, redirects, rendering and page loading.

WordPress and an AI-assisted workflow

Turn research into copy and changes, with source checks and editorial review.

SEO support for your agency

Working together

You know who is doing the work.

You work directly with me. We agree what matters, document the plan and keep track of what changes.

  1. 01

    Understand the website

    I review what you sell, who your customers are, and what you want to improve. Your pages and existing search data help me see where to start.

  2. 02

    Research the opportunities

    I compare your content and technical setup with the search results. I look for missing information, underperforming pages, and problems that make the site harder to use or find.

  3. 03

    Make the changes

    We agree on the work and fee before starting. I update content and WordPress pages, or work with your team on changes that need a developer.

  4. 04

    Check and report

    I check the published changes and report on relevant search performance, traffic, and customer inquiries where tracking is available. That helps us choose the next priorities.

PrioritiesAgreed workVerification

Record what matters, who will do the agreed work, and how completion will be verified on the live URL.

Let’s get to work.

Tell me about your website and what you want to improve. We can start with a message.

Tell me about your website