The SEO industry stands at a critical crossroads where artificial intelligence, evolving algorithms, and shifting client expectations converge to reshape traditional agency models. To understand these transformative changes, we spoke with Viktor Karpenko, whose data-driven approach has built one of the industry's most respected agencies. His journey offers unique insights into the future of SEO services and how agencies must adapt to survive.
Q: Viktor, thank you for joining us. Let's start with your background. How did your journey in SEO begin, and what led to founding SeoProfy?
Viktor Karpenko: My journey started quite simply in 2009 with a blog. By 2011, that blog had become one of the top SEO resources in Eastern Europe, generating enough traffic to fully support myself. I initially began with selling domain names, but quickly discovered my passion for SEO. That first project taught me the power of organic traffic and data-driven decision making. When I became the founder of SeoProfy in 2012, we built our entire company philosophy around these principles, which is why we've survived and thrived through countless algorithm updates and industry changes.
Q: SeoProfy has grown to more than 100 employees serving clients globally. What would you say has been the key to this remarkable growth?
Viktor Karpenko: Our growth reflects our belief in systematic approaches over quick wins. By 2014, the SeoProfy blog had achieved the number one position among SEO resources in Eastern Europe, publishing over 200 articles annually. This content-first strategy not only demonstrated our expertise but also attracted clients who valued knowledge and transparency. Today, we have specialists covering everything from technical optimizations to strategic link building, and we approach SEO from every angle to create strategies that reflect where search engines are heading, not where they've been.
Q: You're known for emphasizing a data-driven approach to SEO. Can you explain what this means in practice?
Viktor Karpenko: Data is absolutely crucial for proper SEO. It's like driving at night with a blindfold on; somehow, you will get there, but it will take forever. SEO is like science—every year, I understand that we know very little and could have already collected more data and developed better tools to understand patterns. We look at traffic-related data, organic rankings, conversions, and user behavior patterns. This information helps us improve what we're doing and determine what we're not doing right. It enables a more precise strategy, enhanced content, and data-driven decisions that definitely benefit the client.
Q: With all the talk about AI transforming industries, how is artificial intelligence changing the SEO landscape?
Viktor Karpenko: AI plays a role in enhancing efficiency and accuracy, especially in data analysis. We use artificial intelligence to analyze patterns, segment audiences, and automate repetitive tasks like keyword research. However, we don't rely solely on AI; human experience and expertise are essential. Artificial intelligence supports our team by handling the volume and complexity of data, allowing them to focus on strategy and creative solutions. As AI continues to develop, I believe it will handle more operational aspects of SEO, but experienced professionals will remain central to decision-making and innovation.
Q: Many agencies struggle with client retention. What's your approach to building lasting client relationships?
Viktor Karpenko: A primary cause of client loss for SEO companies is an inability to establish reasonable expectations from the outset. Having honest conversations with potential clients may result in winning fewer pitches initially, but it's the best long-term strategy. Many clients approach agencies with high expectations and little understanding of how SEO works. The best approach to starting cooperation is to carry out an SEO audit that thoroughly analyzes the situation. We create a roadmap along with the project's KPIs and update it monthly to show progress. These regular communications are crucial for keeping clients informed about our activities and demonstrating structure and accountability.
Q: Technical SEO seems to be becoming increasingly complex. How does SeoProfy handle these technical challenges?
Viktor Karpenko: Technical SEO is the foundation for any successful strategy. If a website has issues with structure, speed, or mobile optimization, it won't perform well, no matter the content quality. Our technical team addresses these elements to ensure our clients' sites are fully optimized. We monitor algorithm updates and industry trends constantly. This ensures we can adjust strategies as needed to maintain optimal visibility. Yet SEO is more than just technical proficiency—we realize the need to produce engaging content that reaches the client's audience and actually adds value.
Q: Operating from Ukraine during wartime must present unique challenges. How has this affected SeoProfy's operations?
Viktor Karpenko: The war affected us significantly. We stopped working with Russian clients, which was about 25% of our overall revenue. The first two weeks were incredibly stressful as we coordinated with staff to ensure everyone's safety. None of our employees has received injuries from the war. Some team members live in Kyiv but feel safe and don't want to leave. We've adjusted and adopted a sort of dark humor. A team member might say, "There's an air raid siren, but let's continue the meeting in the shelter." This experience has strengthened our company culture and demonstrated our team's commitment to excellence regardless of circumstances.
Q: Looking ahead, what trends do you see shaping the future of SEO and agency services?
Viktor Karpenko: The future of SEO is about user experience and relevance. Google's algorithm is becoming stricter and focuses more on user engagement, time spent on a site, and quality in general. Voice search adoption requires adjusting SEO practices to accommodate different search patterns and longer-tail keywords. Brand building increasingly serves as the foundation for natural link acquisition. Strong brands attract mentions, citations, and links without aggressive outreach efforts. Building genuine authority within your industry ensures continued link acquisition opportunities while protecting against future penalties.
Q: What advice would you give to businesses looking to hire an SEO agency in this evolving landscape?
Viktor Karpenko: First, see if the agency understands what's going on in your niche, then ask them how they plan to achieve your project goals. Look at their strategy and plan with maximum details, and of course, testimonials and case studies they're proud of. Some may be under NDA, but in most cases, they can show other projects. Trust data more than promises. A good agency will perform an audit before making any guarantees and will be transparent about what can realistically be achieved within specific timeframes.
Q: Finally, what's your vision for SeoProfy's future and the SEO industry as a whole?
Viktor Karpenko: We plan to grow five times in the next two to three years. This means developing our processes from getting new clients to hiring and onboarding new talent to creating more effective workflows that generate results. I think the industry will become super technological with increased automation of SEO processes. Like everyone is talking about AI-generated content today, I believe we'll see more sophisticated automation tools that can handle complex SEO tasks while maintaining quality and strategic direction. The agencies that succeed will be those that can balance efficiency with effectiveness, using technology to enhance rather than replace human capabilities.
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