– what do you need to know?
The population of Austria is nearly 8.8 million. According to estimates, in 2023, the country located in Central Europe will be inhabited by over 9 million people. The largest city and the capital of Austria is Vienna (1.8 million inhabitants). Austrians boast a high standard of living, as evidenced by the Human Development Index, which examines well-being based on such factors as fertility rates, life expectancy and the literacy rate of the country.
Austria is an affluent country, with only minor exceptions during the eurozone crisis and the coronavirus pandemic. It is in the TOP 15 countries with the highest GDP per capita in the world and further growth is anticipated. 93% of Austrians have access to the Internet. As for the devices they use to surf the web, their distribution is as follows (data for February 2022):
Interestingly, unlike in many developed countries and markets, in Austria people still use their computers to browse the Internet. This is certainly important information from the point of view of SEO and optimisation of a website taking into account the habits and behaviour of the users, whose acquisition and favour we care about.
Social media are used by over 81% of Austrians. Year-on-year (2022 vs. 2021), their number increased by 2.2%. When it comes to social media popularity and app usage, the share of each for February 2022 is as follows:
As you can see, the clear leader is Facebook, where nearly 3 out of 4 Austrians have an account. Other social media do not have a significant share, which does not mean that they should be forgotten, especially from the perspective of possible performance marketing activities.
of the population has access to the Internet
of users use Google
As in most countries in the world, including in Austria, the most popular search engine is Google, with nearly 92% of people using its services and capabilities (share summary as of February 2022):
When it comes to web browsers, Google’s product, Chrome, is also the most popular (more than half of Internet users). The second most used browser, used by every fifth Internet user in Austria, is Apple’s Safari (data for February 2022):
It can be seen that the choice of browser is most often related to the device from which users access the web.
The value of the e-commerce market in Austria in 2021 exceeded 9 billion US dollars! According to Statista Digital Market, it is expected to keep growing, with an assumed annual growth rate of around 5% until 2025. An extremely important statistic related to online shopping is that as many as 66% of Austrians put at least one product into a virtual shopping cart in 2021 (i.e. 76% of users with Internet access). According to the latest available data, this means no less than 6.41 million people in Austria have used e-commerce services! (year-on-year increase of 3.5%). Each of them spent on average 1,879 US dollars on online shopping.
As far as the age of shoppers is concerned, their distribution is proportional in the examined ranges, i.e:
Payment methods are also worth mentioning. Austrians most often pay for products on the e-commerce market by bank transfer:
The situation is similar when it comes to the gender of e-consumers. In fact, the distribution is 50/50, possibly with slight differences in favour of women.
What is extremely important, Austrians are fond of shopping abroad. On the online market, they spend considerably less money on domestic products. This is certainly a differentiator in comparison to other countries, and at the same time a hard argument for those thinking about developing their business in this part of Europe. This fact also has to do with a strong neighbour, i.e. Germany, where most large companies have their headquarters (e.g. Amazon) and serve Austrian clients from there. Other countries from where products are ordered include: Switzerland, Italy, China and the Czech Republic.
Austrian consumers tend not to return orders. This is definitely an advantage, although not necessarily only because of the buyers’ preferences, but also because of the available return time, which in Austria is usually only a week. Thus, they should definitely appreciate the extension of this type of opportunity to, for example, two weeks, which would be appreciated by potential clients.
The statistical Hans Meier (the Austrian equivalent of John Smith), when deciding to shop online, pays attention to quality at the expense of price, which is of secondary importance. If the product meets their expectations, they are prepared to pay proportionally more for it. They are also pro-environmental in their choices, appreciating solutions that are in harmony with the natural environment.
So what do Austrians buy? In other words, what is sold online in Austria? Let’s see:
When it comes to popular e-commerce shops, Germany’s Amazon (data for 2021) leads the way with revenues of US$1.5 billion per year:
Among goods suppliers, Österreichische Post is the leader (59%), followed by DHL (30%) and DPD (15%).
It is not necessary, but advisable, that our website has a national domain, in this case “.at”. Importantly, websites with the German extension “.de” should be equally well received by e-consumers in Austria, as Austria has the most commercial links with this country.
When planning to enter several foreign markets, it is worth considering European or global domains such as “.eu” or “.com”. Then, when creating subsequent language versions, extend them by individual countries, i.e. mypage.eu/at, mypage.eu/de, mypage.eu/fr, etc.
Austria is a small country with huge opportunities. In terms of revenue from the e-commerce market (9 billion US dollars), it ranks 23rd in the world, ahead of e.g.: the United Arab Emirates. By achieving growth of 14% in 2021, Austria made a significant contribution to the global growth rate, which reached 29%.
The online shopping market is set to continue to grow. This will undoubtedly have an impact on revenues from this source and the further development of e-commerce branches. It is therefore good to take at least a piece of this e-commerce pie, which is an extremely attractive treat.
Throughout the European Union, the Austrian market is considered to be one of the most stable and thus secure for its members. This is due to, for example, the inhibition of the growth of public debt and a low level of inflation.
When considering the expansion of one’s business to the west, including Germany, Austria can be considered as a kind of must-have in terms of finding reliable foreign clients.
If you want to conduct effective SEO activities in Austria, you need to remember about quality link building. As in most countries, in order to effectively position your website, you should pay attention to the links leading to it, namely their quality, and not necessarily their quantity. In Austria, this is particularly important and appreciated by Internet consumers. The DR index (domain rating) plays an important role here in the eyes of Google’s algorithms as well as potential customers.
Noteworthy is the fact that it is possible to operate an e-shop under the domain “.de”, which should be just as user-friendly as the native “.at”. More importantly, from an SEO point of view, links from local German sites will also add value to our site.
As in most countries, link diversification should not be forgotten in Austria. It is good if they come not only from quality sites, but also from thematic online forums and social media.
If you have a branch or representative office located in Austria or Germany, it is also worth noting this in your contact or company information from the perspective of local SEO and search results. This will give us additional points in terms of credibility, both for the users themselves and for Google’s algorithms. Also important are quality certificates (e.g. Trusted Shops) and guarantees of business reliability, the logo of which should also be placed in a visible place on the website.
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SEO360® ensures the most comprehensive service among other similar on the market, such as SEO or SXO, which has been confirmed by research.
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The service provides a guarantee of the final effect, an increase traffic and revenue / leads.
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Once 100% of the original target is achieved, any results above are based on a success fee.
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We do not remove acquired links even after the end of cooperation.
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Under one contract, we can carry out our work for all European countries with the support of a network of quality partners.
We prepare a comprehensive, extensive strategy in which we examine the real needs of consumers (customer insights) before starting any actions.
It is the starting point for SEO360® actions, individually priced and created on the basis of the customer’s needs and expectations included earlier in the brief filled in by the customer. As part of our conceptual work, we establish the KPIs necessary for successful implementation of further stages of the project, in particular analysis, content marketing plan and estimations, which are the components of the strategy.
In this step, we carry out all the activities verifying the current state of the selected website in terms of SEO and its potential in a given country when compared to the competition. At the same time, we analyse the full user path based on the customer journey. The result of the analysis is a large amount of data that can be used to implement further SEO360® steps.
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An extremely valuable and final component of the strategy, where we estimate individual values related to the visibility of the website in the most popular search engine of a given country, taking into account the increase in traffic and, more importantly, the increase in conversions over a specified period of time.
When starting proper SEO activities, one of the necessary steps to achieve final success is technical SEO, also called technical analysis or technical optimisation for SEO, i.e. the part of optimisation that does not concern content. It consists of all activities that affect the architecture and code of a website in such a way as to make it as friendly as possible to the most stringent search engine requirements and, at the same time, to stay one step ahead of the competition.
Part of optimising a website for SEO, in addition to technical SEO, is content optimisation. Valuable content for the user is one of the key elements that will help to achieve high search engine visibility as well as increase conversions and thus revenue.
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As part of the SEO360® service, we provide analysis and optimisation of User Experience metrics with a particular focus on heuristic experiments and A/B testing as well as Conversion Rate Optimisation. In this way, we analyse consumer activity at each stage of their purchase process, increasing sales effectiveness.
We conduct link building using the highest quality permanent links acquired from external sources or services, from reliable publishers with a guarantee of their maintenance even after the end of cooperation. As part of this process, we take care of the correct link profile, which brings end benefits.
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In SEO360®, through advanced tools supervised by the Client Success Manager, we constantly measure the progress related to the evaluation of conducted activities, and on their basis, our customers have access to extensive reports 24/7.
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The ultimate value of SEO360® is the increase in brand awareness, traffic, conversions and revenue generated from the service, which is significantly higher than in the case of ‘regular SEO’ and above all, it is long-lasting.
German is the official language in Austria. However it is not identical to that used for example in Berlin. Just like in Poland, there are different dialects in Germany and Austria depending on the region. The Austrian one is close to the Bavarian dialect. It is also worth remembering about the standard version of German, taught in schools in the countries mentioned above, but also in Switzerland and Liechtenstein, the so-called Hochdeutsch. It is possible to use it, but as indicated you have to be aware of the variations of the language so you do not create any misunderstanding. For a professional translator, the above-mentioned nuances should be no problem, and the translation of the website itself should become a stimulus for new business opportunities abroad.