SEO in Denmark

– what do you need to know?

SEO dla kraju Denmark
Pozycjonowanie dla kraju Denmark
SEO360® - Denmark

Denmark is a sovereign state in Northern Europe, bordering only Germany on the south side. In addition, it is connected to Sweden by a bridge over the Øresund. The Kingdom of Denmark has over 5.8 million inhabitants. Denmark also includes the Faroe Islands and Greenland, which have a total population of around 50,000. The Danish flag is considered to be the oldest among those used by an independent country in the world, and was first used as early as 1219.


99% of Danes have access to the Internet! Does this translate into their happiness? Maybe there is a grain of truth to this. According to a 2020 study, Denmark is ranked the 3rd happiest country in the world, behind Finland and Iceland! In parallel with this statistic, life expectancy is increasing, which in 2019 was already over 81 years. Most of the above results are attributed to the increasingly popular Danish concept of ‘hygge’ (literally comfort, convenience) around the world. In simple terms, it encompasses a pleasant, cosy atmosphere and time spent with loved ones, often accompanied by a hot drink in front of the fireplace, for example. This unique whole translates into balance, security and, last but not least, happiness.


Denmark is a country where you can have a good quality of life. Free university education, healthcare, low inflation and a high level of employment are proof of this. In the last decade, Denmark has recorded a positive trade balance every year, which is the difference between exports and imports. It is also worth mentioning that Denmark has been a member of the European Union since 1973.

When it comes to browsing the Internet, nearly 2 in 3 Danes do so using a mobile phone (data for March 2022):

  • mobile (64.05%),
  • desktop (20.36%),
  • tablet (15.15%).

Regarding social media users, they account for about 85% of the Danish population. Interestingly, Twitter is the most popular social media platform (data for February 2022):

  • Twitter (40.55%),
  • Facebook (36.99%),
  • Pinterest (10.26%),
  • Instagram (4.87%),
  • YouTube (4.21%),
  • Reddit (1.71%).

The number of social media users in Denmark, comparing the beginning of 2022 to 2021, increased by 2.5%.

5,8 million

Danish population

99 %

of the population has access to the Internet

5,6 million

million Internet users

94 %

of users use Google

    Search engines in Denmark

    Denmark is no exception in terms of search engine popularity. Google definitely leads in this aspect (share summary for February 2022):

    • Google (94.44%),
    • Bing (3.46%),
    • Yahoo! (1.16%),
    • DuckDuckGo (0.62%),
    • Ecosia (0.13%),
    • Yandex (0.07%).


    Among web browsers in Denmark, the diversity of browsers used is much greater (data for March 2022):

    • Safari (41.68%),
    • Chrome (34.21%),
    • Facebook in-app Browser (7.94%),
    • Microsoft Edge (5.67%).


    The use of individual browsers is naturally related to the smartphones owned, with iPhone’s Safari leading the way. Google’s Chrome is used by one in three Danish internet users to explore the web.

    E-commerce market in Denmark

    Revenue from Denmark’s e-commerce market reached USD 6.5 billion in 2021. The average annual growth rate for the next four years is estimated at 5%. The Danish e-consumer spends on average 230 euros on online shopping. Nearly 70% of all Danish residents bought at least one product online in 2021. This information should be of great interest to any electronic retailer.


    Denmark is a leader among the European Union countries in terms of access to modern technology and digitisation. The Danes like the Internet, value its functionalities and want to use it, of course also for the purpose of online shopping. On the web, they look for information about services, analyse the available offers, and all this with respect for ecology and environmental sustainability.


    What do Danes buy online? Let’s see:

    Online shopping

    When it comes to paying for online purchases, most Danes (more than 60%) do so via payment cards:

    Clothing and accessories, as well as electronics and media, account for as much as 60% of Denmark’s e-commerce market. Among the issues that matter to Danes when shopping online are free shipping and hassle-free returns.


    Regarding the online shops with the highest turnover in Denmark, the top five are as follows (data for 2021):

    • (USD 443 million),
    • (USD 389 million),
    • (USD 231 million),
    • (USD 227 million),
    • (USD 187 million).


    The leader,, offers consumers a wide range of electronics products. The other e-shops are well-known and recognisable, also for Poles. It is worth noting that 3 out of the 5 most popular e-commerce shops use the international “.com” domain.


    Concluding the topic of online transactions, it is worth mentioning the delivery companies, among which e-consumers most frequently use the services of PostNord (75%), the provider of postal services in Scandinavian countries. Nearly half (47%) of the users also choose the globally known courier network GLS.

    Which domain should you choose?

    Denmark has a native domain, which is “.dk”. The local is used at a level of nearly 30%. This means this site extension should help you in your SEO activities to reach out more widely, especially to the local community. On the other hand, conducting positioning activities at the highest level, while respecting the requirements of the Google giant, we should find our place on this market and mark our presence with a foreign domain.


    Additionally, taking into account the development of our e-shop in several countries, it is good to think about global domains such as “.com” or the extension used in the union countries, “.eu”. Then, complement them only with further language versions, for example:,,, etc.


    Why should you start promoting your business in Denmark?

    With revenues of $6.5 billion in 2021, Denmark ranks 34th in the world in terms of e-commerce volume. With e-commerce growth of 16% in the last year, the Danish market has contributed to the global growth rate of the sector (29%). Thanks to the universality of the Internet and the habit of online shopping, it is certainly worth finding a place for your business in this Scandinavian country.


    Denmark is attractive, from the point of view of both residents and investors. The first and second statements are repeatedly supported by various rankings. Entrepreneurs appreciate the friendly tax system, as well as the employment model (flexicurity), which includes flexibility of work with a simultaneous guarantee of social security.


    Competition in some sectors can be fierce, but the market potential is huge. At this point, the problem is not getting the resident to go online to make a purchase. The statistical Mr Jensen (the Danish equivalent of John Smith) is online and actively uses the Internet. All you need to do is to draw his attention to yourself on the web and offer a product that meets his expectations. The sooner, the better!

    Link building in Denmark

    To position your website in Denmark, it’s a good idea to start with a language adjustment as well as the necessary SEO optimisation. The latter process, with the professional support of our Takumi , will be preceded by a dedicated analysis and individual strategy. Within this framework, taking into account the specificity of the Danish market, we will also conduct high quality link building for you.


    It is the quality, not the quantity of links that is of great importance. Competition is fierce, so there can be no questionable redirects from websites with unverified reputation and low ranking. References to our website must come from quality websites.


    Link building must not be schematic. This means that links leading to our site should come from different sources and be diversified, which Google will also notice and appreciate. In addition to valuable articles with redirects, this type of reference should also be found on industry-specific online forums, opinion portals and popular social media. Where we are visible and how we are presented depends on our recognisability and the potential customer’s decision to make a purchase.

    The most comprehensive service

    SEO360® ensures the most comprehensive service among other similar on the market, such as SEO or SXO, which has been confirmed by research.

    Guaranteed sales increase

    The service provides a guarantee of the final effect, an increase traffic and revenue / leads.

    Hybrid settlements based on success fee

    Once 100% of the original target is achieved, any results above are based on a success fee.

    Guaranteed link maintenance

    We do not remove acquired links even after the end of cooperation.

    We work all over Europe

    Under one contract, we can carry out our work for all European countries with the support of a network of quality partners.

    Individual strategy

    We prepare a comprehensive, extensive strategy in which we examine the real needs of consumers (customer insights) before starting any actions.

    See how your website traffic and revenue will increase!

    Drag the slider to see the effects of positioning.


    regular SEO

    How does the SEO process work in Denmark?



    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.


    Content Marketing Plan

    Individually prepared for the industry represented by the Client and for the given markets where SEO360® activities will be conducted. It includes a scenario concerning the type of created content and the way of its distribution in order to reach the consumers with it precisely and to be one step ahead of the competition. Content Creators guarantee the successful implementation of this plan.



    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.


    Technical SEO

    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.


    Content optimisation

    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.


    UX + CRO

    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.


    Link Building

    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.


    Ongoing Data Analysis

    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.


    Increase in traffic and revenue

    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.

    Data source: 

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      What can you do to establish yourself on the Danish market?


      The first thing to do is to prepare for it. As described in the above points, the right language version of the website and its optimisation are essential. The meta tags, right density of phrases, layout of subpages, headings and other elements of the website, important from the point of view of Google crawlers, will all count. SEO cannot be performed without solid internal linking and high quality link building, carried out according to the guidelines in the previous section.

      How do the Danes approach SEO?


      Year after year, the Danes are becoming more and more convinced and appreciative of the advantages of organic SEO. Especially larger companies are establishing themselves there. As far as smaller companies are concerned, the popularity of SEO is also increasing. This is due firstly to the available potential, and secondly to the individual but comprehensive approach to online marketing activities. If you want to stay on the market and run your business successfully, you need to be online. Almost all Danes are there, so you should be too!

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