Pauls Špakovskis

I'm the Head of SEO. Most weeks, my work involves three main things. First, I help different clients - ranging from local businesses in Latvia to larger projects in other places - improve their websites so they rank higher in search engines. Second, I build my own tools because the available SEO software doesn't quite fit the way I like to work. Third, I spend a lot of time automating tasks. This means I create systems so repetitive jobs - like collecting data, writing plans, checking website health, tracking ranking changes - can happen automatically without much manual effort. I enjoy this variety of work. Doing only client work can become boring over time, and focusing just on tools can feel disconnected from what clients actually need. By doing both together, I make sure the tools solve real problems and stay useful.

At Endorphina I led SEO across EU and LATAM markets, owning the strategy from technical SEO through content and link acquisition. The work started with a full rebuild of the site's foundations, including architecture, URL structure, metadata, and structured data, then moved into keeping indexation healthy across every market we operated in. I worked closely with the dev team to turn SEO requirements into shippable tickets, and tracked rankings, traffic, and lead-gen to see what was actually moving the needle. Most of my time went into the parts that compound, fixing what was broken at the technical level so the content and link effort had somewhere stable to land.