About

Who is Vyacheslav Pysanka

Sixteen years working on the internet, fourteen of them in digital marketing. An online magazine, web studios, a photo studio, agencies, product companies. Now a reputation department at Netpeak.

Short version

I am Head of SERM Department at Netpeak Ukraine, with more than 14 years in digital. I have worked in agencies and on the product side, across Ukraine, the US and the EU, on projects from e-commerce to aesthetic medicine.

The same text in the third person is in the press kit, ready to quote.

How I got here

My route into this profession was not the shortest one. In 2010 a few of us launched an online magazine, back when it still seemed enough to write something interesting and readers would arrive on their own. They did not. I had to work out how search actually functions, and that is where I first saw that a results page is not a natural phenomenon but the outcome of somebody's deliberate work.

Then came web studios and agencies, where I did classic SEO: keyword research, technical audits, links. In parallel I spent a few years shooting as a photographer and doing voice-over work — experience that looks unrelated but taught me the thing that matters most: any communication works only when the person on the other side believes you.

The turning point was moving to the product side. When you pay for marketing out of your own budget, you stop valuing beautiful reports very quickly and start valuing the answer to one question: what changed in the money. After that I could no longer do SEO in isolation from what a customer actually sees on page one.

In 2024 I joined Netpeak to build a SERM department from zero. It turned out to be the most interesting challenge of my career: in Ukraine the service barely existed as a product at the time, so I was writing the methodology, training the team, and explaining to the market what it was paying for, all at once.

Career

April 2024 — presentHead of SERM DepartmentNetpeak Ukraine · Kyiv · hybrid
2023 — ?Head of Digital Marketing and SEODevelux · Kyiv · hybrid
2022 — 2024Head of SEODevelux · Ukraine
2021 — ?SEO specialistKovalska Industrial and Construction Group · Kyiv
2018 — ?Senior SEO specialistiProspect
2018 — 2019Client Service Directorshokershop.com.ua
2015 — 2020Freelance voice-over artistVideo translation and narration
2015 — 2017Professional photographerArtpolus photo studio · Kyiv
2014 — 2016SEO specialistEnergetika web studio · Kyiv · analytics and search promotion
2010 — 2014FounderBizforman online magazine

Dates follow the LinkedIn profile. Entries marked ? are still open-ended there and need real end dates.

What I believe about this work

Reputation cannot be painted on. If a company genuinely lets its customers down, no amount of work on search results will hide it — the negatives rebuild faster than you can push them down. So the first conversation often starts not with the SERP but with a question about what is happening in the service itself.

Fake reviews are a debt, not an asset. They work for a few months, then platforms clean them out and you are left with a collapsed rating and a flag on your account. I do not do this, and I turn down clients who come specifically for it.

Honest timelines sell better than optimistic ones. When I say "first movement in two months, a durable result in six", clients often think longer before signing. But there is never the later conversation about why nothing happened in three weeks.

A screenshot beats a chart. My reports show what the results page looked like before and what it looks like now. That is something a CEO can open and verify in thirty seconds.

Markets and languages

UkraineUnited StatesEuropean Union

UkrainianEnglish

Teaching

I teach on Choice31 courses and run webinars and internal training at Netpeak. I like the format: explaining something to a beginner forces you to find the holes in your own methodology. Full list of talks.