Reko Mäkelä Product lead for AI-agent development, search and UX
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Experience

Career timeline

  1. Independent work Affiliate marketing and SEO consulting Jan 2018–Aug 2021

  2. Terveystalo SEO and digital marketing development Sep 2021–Aug 2022

  3. Terveystalo SEO Specialist / Digital Marketing Specialist Sep 2022–Apr 2024

  4. Terveystalo Digital Sales Specialist May 2024 – present

  5. Personal project: Hintapiste.fi Price comparison service built by AI agents Jul 2026 – present

2026 AI agents and automation 17 results

Personal project: Hintapiste.fi · Price comparison service built by AI agents

Helsinki · Jul 2026 – present

A Finnish price comparison service. AI agents write the code; Reko plans, directs and checks the work. Personal project, not a registered company.

Main tasks

  • Designed how Codex and Claude Code agents work in parallel: a coordinator hands out the work and a scheduler keeps usage within limits.
  • Built short work instructions for the agents and a shared task list (Beads) that shows which tasks wait on others.
  • Set up the work so that every change is tested in 69 steps before release and a release can be rolled back.

Results

  • Hintapiste.fi: a service built by agents

    From July to October 2026, over 1,100 code changes made by agents passed the tests. Reko designed the system and approved the changes. The number shows the pace of work, not users or sales.

Terveystalo · Digital Sales Specialist

Helsinki / hybrid · May 2024 – present

Results

  • Digital sales expert agent (Copilot Studio)

    Answers questions from an agreed knowledge base, asks for approval before changing work systems, and is tested. Agents wrote the code under Reko’s direction.

  • Surgery preparation guide in three languages

    A web page built from source material in Finnish, English and Swedish, with links straight into the app’s care path.

  • Choosing an A/B testing tool through a tender

    Criteria: analytics, privacy, quality checks and technical fit. Request for proposals, comparison of the answers and a conditional recommendation: the cost must be confirmed and a pilot must succeed.

  • AI-assisted SEO and a workshop

    A way to do SEO with AI, based on Semrush and Search Console data. Reko taught it to colleagues in a hands-on workshop.

  • New treatment page and contact form

    Launched within a few days, with a content checklist. Contact requests came in from day one without ads.

  • Location-page customer feedback analysis

    Feedback grouped into topics with proposed fixes. Used in the weekly conversion meeting and by the development team.

Show 10 more results

  • AI-use guidance for external consultants

    Co-author: data handling, approved tools, agent access and human review. Published for consultants and referenced in the organisation’s AI guidance.

  • Searchable archive of past tests

    Report built from the testing tool’s backup. Every test gets the same card: question, goal, status, page type, data quality and next step.

  • Piwik PRO dashboards and a report on clicks to booking

    The dashboards and report were shared with colleagues. The calculation was changed when page-level booking data proved unreliable.

  • Service-page classification and review order

    Findings from several sources in one place, and the order in which pages are reviewed for content, SEO and digital sales.

  • Copilot agents for marketing tasks

    Microsoft 365 Copilot agents for the Airtable task list and Piwik PRO analytics, without a paid licence. Colleagues use the same instructions.

  • Google Ads search campaigns for specialists

    Campaigns for searches of individual specialists’ names. Targeting for overlapping names fixed and maintenance handed over to a colleague.

  • Illustrated guide to the website’s content blocks

    For content editors: which block to use when, what to watch out for, and quick picks.

  • Grand One 2026 competition-entry pages

    Two pages for public-sector digital services. One service reached the final in the Best User Experience category.

  • Fixing how price tests are measured

    The original test couldn’t tell whether a visitor opened the price. New measurement and tests on five service pages: opening the price counts as seeing it.

2024–2025 Analytics, A/B tests and the first AI tools 5 results

Terveystalo · Digital Sales Specialist

Helsinki / hybrid · May 2024 – present

Website content, structure and user journeys: customers find the right service and go on to book.

Main tasks

  • Combine Google Search Console, Piwik PRO and content findings to identify and prioritise what to improve.
  • Develop reporting models and templates that make the site’s development needs visible and decisions easier.
  • Build AI-assisted workflows to support analysis, content work and quality assurance.

Results

  • Opening-hours A/B test in six cities

    Free-text hours replaced with a clear list and a booking button. Clicks through to booking rose in three cities, and the other three showed no difference.

  • Peer feedback 2024 and 2025

    2024: SEO knowledge, analytical accuracy and helpfulness. 2025: content expertise and knowledge sharing.

  • SEO recommendations for musculoskeletal pages

    Recommendations for orthopaedic and musculoskeletal service pages, based on search demand and gaps versus competitors. Visits and clicks through to booking grew from 2023 to 2024.

  • Booking prompt test on service pages

    A lighter prompt to book. More visitors went on to see free appointments.

  • New Search Console reports

    Each report states what changed, why it matters and what to do next.

2021–2024 SEO, content and advertising 3 results

Terveystalo · SEO Specialist / Digital Marketing Specialist

Helsinki / hybrid · Sep 2022–Apr 2024

Responsible for search visibility, service pages and advertising as part of digital sales.

Main tasks

  • Developed service pages and health content so they would show up better in search.
  • Planned and ran Google Ads search advertising and Meta advertising.
  • Developed content and user journeys based on search demand, advertising results and web analytics.
  • Developed reporting and tracking so SEO and conversion optimisation priorities were easier to identify.

Results

  • Medically reviewed health content

    Health-information packages and service pages, for example on joint replacement. Reviewers approved them with minor comments.

  • Advertising based on free appointments

    Data on free appointments reaches the advertising daily. No extra ads for locations or specialties without suitable times.

  • Experiment tracking in Airtable

    Hypotheses, priority, results, lessons and follow-ups in one place.

Terveystalo · SEO and digital marketing development

Helsinki / hybrid · Sep 2021–Aug 2022

Responsible for SEO, content work and website development.

Main tasks

  • Analysed search demand and site performance to identify what to improve.
  • Developed service pages and user journeys for search visibility and conversion.
2018–2021 Affiliate marketing and SEO consulting

Independent work · Affiliate marketing and SEO consulting

Finland · Jan 2018–Aug 2021

Performance-based affiliate marketing and SEO consulting.

Main tasks

  • Started using generative AI for content and SEO work in 2021 (Frase AI Writer beta tester, Jarvis/Jasper).
  • Developed digital marketing from search demand, content strategy and commercial search intent.