Poland is a fascinating SEO market that differs not only from other Central and Eastern European countries but also from many other regions around the world.

The country’s over-reliance on sponsored links and dominant eСommerce players make it especially important for foreign brands to understand the Polish market nuances. Here are some key factors that influence the SEO landscape in Poland.

Key Factors That Influence The SEO Landscape In Poland

1. Challenging Polish link building

Sponsored articles are by far the most popular type of link building in Poland. This is rare elsewhere in the world, where guest posts, link inserts, and outreach campaigns tend to yield more links. Publishers, bloggers, and influencers in Poland almost always demand payment for dofollow links, making link exchanges and free guest posts extremely difficult to arrange.

Two platforms, Linkhouse and WhitePress, have emerged from Poland to dominate the global sponsored content and link-building market. Their popularity is a testament to the prevalence of paid link building in Poland and the talent of local link builders.

In many parts of the world, “digital PR” can generate mentions and the occasional nofollow link for free. In Poland, however, genuine SEO value often requires payment. Dofollow links from high-authority sites are usually paid for, and many Polish SEO professionals focus on these paid links instead of PR outreach.

Private blog networks (PBNs) are not as irrelevant in Poland as they are in other regions. High-quality PBNs require a significant investment of time and money, as well as a strong network of contacts—often built through active participation in the Polish SEO community. A combination of budget and connections is needed to acquire links at scale.

If you’re looking for data and examples, several case studies demonstrate how link building in Poland can be done, focusing on sponsored content and strategic PBN; check these sources provided by Polish SEO specialist Szymon Słowik:

• SEO in Poland – Why It’s Crucial to Work with a Local Agency, Especially Here Among All CEE Markets
• SEO services in Poland (szymonslowik.com)

2. Talented professionals and innovation

Poland is home to a large community of skilled SEO professionals—freelancers, agency employees, and in-house experts—who compete fiercely for top rankings. This competition has driven innovation, with many local agencies creating their own tools to gain an advantage. One notable example is Surfer, a SaaS product developed in Poland that has gained international recognition. Check the talk hosted by Vladimir Guillén (Odys) with Szymon Słowik (takaoto.pro), Michał Suski (Surfer) and Mariusz Bal (Localo):

• Active Community: The “SEO/SEM Polska” Facebook group has around 50,000 members, ranging from small-fry freelancers to in-house marketers at major brands.
• Niche Marketplaces: Specialized platforms and software solutions are available for every step of the SEO process.

• High Technical Awareness: Even small business owners and photographers tend to have a basic understanding of WordPress optimization and link building.

This concentration of knowledge makes the market highly competitive. Foreign brands entering the Polish market will need to be prepared to face off against experienced competitors with advanced tools and expertise.

3. Allegro: The Polish Amazon wrecking Amazon’s chances

Poland’s e-commerce scene is another challenge. Amazon is present, but it’s a distant second to the local marketplace Allegro, which accounts for around 33% of e-commerce traffic and attracts over 20 million monthly visitors. Other major marketplaces like Zalando also drive significant traffic, making it a highly competitive space.

Specialized e-commerce sites have found success in Poland by targeting long-tail keywords and using programmatic SEO. However, larger competitors also chase these secondary keywords, and more advanced strategies are needed to rank well for obscure search terms.

4. Tight-knit community

The Polish SEO community is incredibly tight-knit. Whether online or in person, professionals are eager to share knowledge and resources. The “SEO/SEM Polska” Facebook group is a great example, with members frequently asking for and providing advice.

• Rapid knowledge sharing: Beginners can quickly learn best practices while experts stay up-to-date on the latest trends.
• Small world: A common joke is that the Polish SEO industry is “niejsi od przetwarstwa” or smaller than the ketchup market. This translates to most specialists knowing each other—or at least being familiar with each other’s work. This camaraderie can help professionals form valuable connections and partnerships, making it easier to deliver results.

5. Parasite SEO: Focus on local hubs

In many regions, “parasite SEO” involves leveraging sites like Quora or Reddit to benefit from their high domain authority. In Poland, these platforms are irrelevant. Local forums and media sites are where it’s at, and they tend to attract more engaged audiences than their international counterparts. If you’re looking to generate a referral or organic traffic in Poland, targeting popular local forums or communities can be a more effective strategy.

6. Language: Polish grammar is complicated

The Polish language is difficult, with:

• Seven grammatical cases
• Multiple grammatical genders
• Special diacritical marks (ą, ę, ś, ć, ź, ń, ł)Even advanced translation software struggles with Polish. Non-native speakers often have a difficult time communicating effectively, and poorly translated content can appear unprofessional to local consumers.

• Keyword research must account for various word forms.
• Content creation requires a native or near-native speaker to sound authentic.
• User experience suffers when language issues erode trust.7. A Large Market with High Stakes

  As the largest country in CEE, Poland has a thriving economy that makes SEO increasingly important:

• 6th largest EU economy
• E-commerce expected to reach around 120 billion PLN (~28 billion EUR) by 2024
• 15.5% CAGR in eCommerce
• Over 90% of internet penetration

Local businesses and marketers understand the value of SEO and are willing to invest. There’s little patience for subpar strategies, and mistakes can be catastrophic in this highly competitive market—especially for brands unaware of local nuances.

8. Finding Polish SEO services

The agency model in Poland often involves subscriptions or fixed pricing. Some niche agencies that are heavily reliant on private blog networks may offer performance-based pricing, especially in low-competition nichodies. Freelance consultants usually work on an hourly basis.

Common services include:

1. SEO Audits – Technical, on-page, and competitor benchmarking reports.
2. On-Site Optimization – Primarily focused on technical SEO issues.
3. SEO Content & Copywriting – Keyword-researched and optimized articles and webcopy.
4. Link Building – Sponsored articles are the primary link-building service, thoughlimited outreach is available.
5. SEO Consulting – Strategy development and hourly/deliverable-based problem- solving.

Many agencies offer SEO in conjunction with pay-per-click (PPC) campaigns, social media marketing, and other digital channels, especially for corporate clients that want a full-service approach. However, standalone SEO services are common among small and medium-sized enterprises that prefer à la carte options.

9. Full-service agencies are the norm

SEO-specialized agencies are rare in Poland. According to the 2023 SAMOSEO ranking, only about a dozen agencies focus primarily on SEO including takaoto.pro, Vestigio and report’s authors – SAMOSEO themselves. But the landscape is changing and for instance, takaoto.pro have expanded their offerings in 2024 including PPC, AI-powered solutions, WordPress development and ASO. Other companies often offer in addition social media marketing, e-mail marketing etc. While some agencies are adding these services, traditional SEO and PPC combinations remain the most in-demand.

Conclusion

Poland’s SEO market is unlike any other in Central and Eastern Europe. While it shares some challenges with other large CEE countries, the culture surrounding link building, innovation, and community is unique. Approaching this market requires careful planning and strategies that diverge from what may work in other regions. The Polish language, sponsored content, and local e-commerce marketplaces are just a few factors to consider.

If you’re planning to do business in Poland and want to establish a strong digital presence, follow these steps:

1. Structure link-building campaigns to take advantage of sponsored articles and paid placements.
2. Leverage local knowledge to access media outlets, PBNs, and vendors.
3. Respect the complexities of the Polish language to sound authentic and earn trust.
4. View SEO as part of a larger marketing strategy to stand out in a crowded, highlycompetitive market.

By addressing these unique factors, foreign brands can succeed in Poland’s large, high-stakes market.