SEO in Finland

– what do you need to know?

SEO dla kraju Finland
Pozycjonowanie dla kraju Finland
SEO360® - Finland

Finland is located in Northern Europe, bordering three countries: Norway, Sweden and Russia. It is a republic divided into 19 administrative regions, where Finnish is the official language, used by about 90 percent of the population. Finland has been a member of the European Union since 1995 and the Euro is its national currency.


Finland has a population of around 5.5 million people. 97 percent of them have access to the Internet. The country is mostly covered by forests (222,000 square kilometres out of a total area of 337,000 square kilometres). This obviously has an impact on the economy. The homeland of Santa Claus is home to two of the world’s four largest forestry and paper companies.


Finland is considered by many to be a land of milk and honey. This is confirmed, for example, by the 2020 ranking, where Finns were voted the happiest people in the world. Finland boasts one of the highest human development indexes, and the GDP, which fell by 3% due to the coronavirus, is set to return to growth again.


When thinking of Finland, the natural association for many is Nokia. And rightly so, as it was in this country that the world’s first GSM connection was made. Moreover, back in 1997, the inaugural mobile transaction was paid for on a Coca Cola machine via a text message. Shortly after that came mobile banking and the further development of digital content.


Coming back to modern times, computers are most commonly used to browse the Internet in Finland (data for February 2022):

  • desktop (63.76%),
  • mobile (34.14%),
  • tablet (2.1%).


When it comes to social media use, this applies to 85.2% of Suomi’s total population, with Facebook being the most popular social media platform (data for February 2022):

  • Facebook (51.41%),
  • Twitter (15.53%),
  • Pinterest (12.35%),
  • Instagram (10.19%),
  • YouTube (5.04%),
  • Reddit (3.02%).


The number of social media users in Finland, comparing 2022 to 2021, increased by 6.1%.

5,5 million

Finland’s population

90 %

of the population has access to the Internet

5,3 million

Internet users

93 %

of users use Google

    Search engines in Finland

    In Finland, the most popular search engine is Google, which is used by nearly 94% of Internet users to surf the web (share for February 2022):

    • Google (93.91%),
    • Bing (3.32%),
    • DuckDuckGo (1.17%),
    • Yahoo! (1.02%),
    • Yandex (0.37%),
    • Ecosia (0.1%).


    In terms of web browsers, more than 65% of Finns are also most used to Google’s product, which is of course Chrome (data for February 2022):

    • Chrome (65.94%),
    • Safari (16.87%),
    • Firefox (6.08%),
    • Edge (5.71%),
    • Samsung Internet (2.17%),
    • Opera (1.77%).


    According to the above statistics, it can be said with complete certainty that in order to establish yourself on the Finnish market, you need to become friends with Google, and more specifically with its algorithms, ranking systems, and guidelines that ultimately affect the position of your website on the search engine results page (SERP).

    E-commerce market in Finland

    E-commerce revenues in 2021 exceeded 7 billion US dollars in Finland. The average annual growth rate of this market is estimated at 7% for the next few years until 2025. At least one product was bought via the web by 67% of Finns in 2021. Equally importantly, Finns spend a lot online. According to data from a decade ago, an average EU household spent EUR 1,696 annually on online shopping, while their Finnish counterparts spent as much as EUR 2,821. This difference, with minor deviations, has remained to this day.


    Over the past 5 years, interest in e-commerce in the land of Santa Claus has increased by 20%! It is certainly a consumer society that likes to use the Internet for this purpose. Finns pay attention mainly to the quality of the product they are interested in. The origin, brand and compliance with European standards are also important to them. The latter, of course, also proves the first mentioned condition, i.e. proof of quality.


    What is most often found in a virtual shopping cart in Finland? Let’s see:

    Online shopping

    When it comes to the payment methods chosen by Finns for online shopping, the most popular ones are payment cards:

    Finns also pay attention to ecology when choosing products, including even the type of packaging in which the parcel will be delivered. For example, RePack, i.e. reusable parcels, operates there. When entering this market, it is worth seriously considering this type of solution.


    As far as e-commerce companies with the highest turnover in Finland are concerned, the first 5 companies are as follows (data for 2021):

    • (USD 689 million),
    • (USD 359 million),
    • (USD 184 million),
    • (USD 161 million),
    • (USD 160 million).


    For the Finnish consumer, when shopping online, the accessibility and accessibility of the website they use is also important. It is not only about the readability and clarity of the information contained therein, but also about the detailed aspects of the UX or UI.


    Postpay, as the name suggests, makes it possible to postpone payments for a later period. SEPA, on the other hand, is an area for settlements in EUR, both cross-border and within Member States, with the same rules, legal regulations and obligations.


    Among the deliverers of products purchased online, local representatives have the largest market shares, led by the Post Office:

    • Posti (67%),
    • Matkahuolto (26%),
    • PostNord (19%).


    It is worth taking a closer look at the pre- and post-purchase behaviour of Finns, because once we know their preferences, we will gain an extremely valuable customer for a longer period of time.

    Which domain should you choose?

    Finland has its own domain, which is “.fi”. The share of local is relatively low (17.43%). is definitely more popular (75%). This is followed by (3.32%), DuckDuckGo (1.17%), Yahoo (0.58%) and (0.37%). Of course, it is possible to choose the .fi extension for your website, but the scale of its use shows that this type of solution is not necessary to establish your position on this market.


    Moreover, if you plan to develop your e-shop in several countries, it is good to consider the domain used in the EU countries, “.eu”, or a global extension such as “.com”. Then, all you need to do is to add new language versions to your website, for example:,,, etc.


    Why should you start promoting your business in Finland?

    With $7 billion in e-commerce revenue, Finland ranks 30th in the world. This places it ahead of Chile and right behind Argentina. Suomi’s growth rate of 18% has contributed to the global growth of e-commerce (29%). It’s a very attractive market, in which, if you establish the foundations of your business well, you can permanently reap the rewards.


    Finns like to shop online, regardless of their age. They are used to the Internet and use it on a daily basis, including people over 60 yeas of age. They are interested in a wide range of products and services. If you provide them with a good product at a reasonable price, with respect for the environment and top-quality service, they will appreciate and remember the transaction for a long time. This is a country that is open to foreign suppliers, which is worth exploring, and it is no coincidence that it is the home of Santa Claus.

    Link building in Finland

    The best way to start operations in Finland is to provide users with a Finnish language version of the website. It is a must-have element, without which it is not worth trying. Then our Takumi come into play, starting with dedicated optimisation of the site, including adjusting its structure to Google’s requirements and the preferences of Finnish users.


    It is a demanding market, including for Google robots. This is because of the language’s use of suffixes, i.e. words that, within one word, can denote different variations or positions. In this case, if it is necessary to use them for operations, it is best to choose the most popular ones, i.e. those with the highest search volume. This, of course, has to do with the selection of phrases within the keyword catalogue, but also with the conducted link building. In many aspects, the available SEO tools will not help, and many years of practice of an experienced SEO specialist in a demanding market will count.

    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!

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    regular SEO

    How does the SEO process work in Finland?



    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 should you pay special attention to when entering the Finnish market?


      Finns, in line with the global trend, are increasingly using smartphones to browse the Internet. What’s more, more than 80% of them use smartphones to shop online. The conclusion is simple, your website must be mobile-friendly and adapted to the smaller screens of users’ devices. Besides technical aspects, cultural preferences should not be forgotten either. Finns value quality, but also origin, brand, opinion of friends and eco-friendliness. Finns tend to think in groups, this is how they prefer to make decisions, and this is how their purchasing preferences should also be considered.

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