SEO in Poland

– what do you need to know?

SEO dla kraju Poland
Pozycjonowanie dla kraju Poland
SEO360® - Poland

Poland has 38 million inhabitants. According to the statistics of the Polish Central Statistical Office (GUS), almost 90% of households in Poland have permanent access to the Internet. In practice, this means that positioning activities make it possible to reach approximately 34 million people across the country! So do you need to know anything more to go for it?


As far as the habits of Polish consumers are concerned, we have recently observed a significant increase in their interest in online shopping. This trend has been undoubtedly influenced by the pandemic and the temporary lockdown, limiting the possibility of shopping in person. Further, Poles who use e-commerce appreciate its benefits, such as unlimited availability of shops, fair prices, speed and safety.


What devices do Polish people use to surf the web? Let’s see:

  • phone (62.84%),
  • computer (30.12%),
  • tablet (2.13%).


Mobile phones, specifically smartphones, have a noticeable lead over other devices, obviously due to their mobility, technological development and ease of use.

As far as operating systems for mobile devices are concerned, the vast majority of Polish consumers use Android (approx. 85%). Second comes Apple OS (approx. 15%). On desktops, Windows wins (a clear leader with 93.65% of users), followed by Apple OS (4.88%) and Unix (1.47%).


It is also worth paying attention to the share and changes of the popularity of mobile applications (data on the number of downloads for 2021):

  • TikTok (656 million),
  • Instagram (545 million),
  • Facebook (416 million),
  • WhatsApp (395 million),
  • Instagram (329 million),
  • Snapchat (327 million),
  • Zoom (300 million),
  • Messenger (268 million),
  • CapCut (255 million),
  • Spotify (203 million).


There has been a noticeable decline in interest in Facebook and a big influx of new TikTok users. The electronic photo album, a.k.a Instagram, is still in the lead, along with communicators like WhatsApp and Telegram. The above list has been also shaped by the pandemic, generating a rise in the popularity of tools such as Zoom.

38 million

Poland’s population

90 %

of the population has access to the Internet

34 million

Internet users

98 %

of users use Google

    Search engines and web browsers in Poland

    Google is the no. 1 search engine in Poland, being used on average by over 96% of all users in the country. With this in mind, our SEO360® strategy is focused primarily on activities designed for this search engine. The second place in Poland goes to Bing (owned by Microsoft), which is followed by Yahoo! (provided by Verizon Media). Below, you can find their respective shares, based on the type of device used.

    Mobile devices

    According to StatCounter, May 2015 was the first month in the country’s history when mobile devices were used more often than desktop devices to browse the Internet. This trend has continued ever since. For example, in July 2018, mobile devices took a lead over desktop devices with 67% vs. 33%!

    As for the top search engines, their recent shares (data from StatCounter for 2021) were as follows:

    • Google (98.15%),
    • Bing (0.92%),
    • DuckDuckGo (0.77%).

    Desktop devices

    When it comes to the use of desktop devices, Poles are a bit more open to solutions other than Google, such as Bing, for example. This is confirmed by the following data, showing the TOP 3 search engines on desktop devices in 2021:

    • Google (89.79%),
    • Bing (6.07%),
    • Yahoo! (1.98%).


    While continuing the analysis of Polish e-consumers, it is also worth taking note of the browsers. According to Gemius, they were ranked as follows in February 2022:

    • Chrome Mobile (46.12%),
    • Chrome (18.59%),
    • Firefox (10%),
    • Facebook in-app Browser (6.70%),
    • Safari Mobile (6.61%).

    E-commerce market in Poland

    The e-commerce market in Poland has been growing exponentially for some time now. Six years ago its value was PLN 27 billion. Prior to the pandemic, it was estimated at PLN 70 billion. Following the outbreak in 2020, the value of e-commerce market in Poland exceeded PLN 100 billion! PwC estimates that in 2026 it will reach PLN 162 billion, with an average annual growth of 12%. The industries expected to experience the fastest sales growth in the near future include food e-shops and health & beauty products.


    To shop online, Poles most often use a laptop (78%) and a smartphone (76%). Interestingly, 92% of the respondents among the youngest Internet users (i.e. those aged 15–24) shop online using smartphones.


    In 2021, the statistical Pole choosing to shop online was most often a person aged 35–49, living in a large city, with a university degree and assessing their financial standing as average or good.


    Women (53%) are slightly more likely than men (47%) to put products into virtual shopping baskets. As far as the age proportions of e-consumers are concerned, they are as follows:

    Online shopping

    Contrary to appearances, online shopping is not exclusive to big-city residents. They may lead the ranking, but only with a slight advantage over smaller towns. The inhabitants of rural areas also have their noticeable share:

    What domain name should you choose?

    In general, the shorter the domain name, the better. When simple, the domain is better visible on the Internet and more easily remembered.


    In the first place, you should consider choosing a Polish domain, i.e. one with such an extension as for example:



    If your business is local, choose a regional domain, e.g. If you operate on a wider scale, i.e. in the European or global market, it is advisable to choose a European or global domain (i.e. or, respectively).

    In 2020, the most popular industries in the context of online shopping were:

    • Clothing (including related accessories),
    • Footwear,
    • Cosmetics / perfumes,
    • Books, CDs, films,
    • Electronics / household appliances.


    Another trend that has recently been observed on the Polish market is the development of quick-commerce services (q-commerce), i.e. instant deliveries of products purchased online, offered by large chains, such as:

    • Biedronka (Biedronka Express BIEK),
    • Auchan,
    • Stokrotka,
    • Żabka (Żabka Jush),
    • Makro,
    • Pepco.

    Moreover, Poland has recently seen significant development of brands offering only on-demand delivery services. Companies have entered the market that already have the know-how and a network of couriers:

    • Glovo,
    • JOKR,
    • Bolt,
    • Wolt,

    along with local brands such as Lisek and GetnowX.

    How do Poles pay?

    The results of the latest Gemius study from 2021 show that, by far, the most popular method of payment for online shopping was a quick transfer through online payment platforms (70%). This method was followed by mobile payments (e.g. BLIK), declared by 48% of the respondents, and traditional transfers (42%). It is worth noting the significant increase in the share of mobile payments in the last year. As mentioned above, 48% of the respondents used them in 2021, a 13% surge in popularity compared to 2020.


    As regards online payment platforms, PayU was particularly popular in Poland, being used by 48% of the respondents. Second came Przelewy24, chosen by 36% of the surveyed group.


    Interesting facts:

    • over 74% of Poles will maintain their level of online shopping after the pandemic, while 10% plan to increase it,
    • over 75% of Poles choose to shop online because of the 24/7 availability of this form of shopping,
    • compared to Western European countries, Poland still has relatively few online shops, so their number is likely to increase significantly in the coming years.


    If you sell online or are thinking about starting sales in this channel, pay attention to the 4 most important aspects:

    1. Omnichannel, i.e. providing the customer with a consistent shopping experience across all sales channels.
    2. Customer experience – creating a positive customer experience; interestingly, 42% of Polish consumers are ready to abandon a given brand after just 1 bad experience.
    3. Customer activation and loyalty – make sure to prepare appropriate pricing strategies and loyalty programmes to increase customer purchasing activity.
    4. Logistics and continuity of supply chains – having a well-thought-out logistics strategy is particularly important in a future that is quite unpredictable (as demonstrated by the recent pandemic).

    Why should you start positioning activities in Poland?

    Nowadays, one can hardly imagine any business without online activities. Below, you can find the 5 main reasons why you should start positioning your website as soon as possible.


    Stay one step ahead of your competition

    As has long been known, the competition never sleeps! To be successful in the age of digitalisation, you need to be visible on the Internet. If your see your competitors ranked at the top of search results, you can be sure that they are already doing SEO for their business. The only way to catch up with them is to start similar activities as soon as possible. If you choose to work with us as part of SEO360®, we will provide you with a comprehensive model of activities to guarantee your full success.


    Ensure return on investment

    SEO is an investment that will pay off. You need to be patient, though. Unlike advertising, the tangible effects of SEO do not come immediately, but after a longer period of time. Nevertheless, it is worth being persistent and waiting for the effects. Why? The return on investment (ROI) from SEO (positioning) is higher than from other forms of digital marketing.


    Increase your visibility and brand awareness

    Positioning gives you the opportunity to reach a larger audience, thereby increasing your online recognition. You also build greater brand awareness for your audience. In practice, this will help potential customers find a reason to choose your product, so you will gain a competitive advantage.


    Conquer the local market

    Even if your immediate goal is not limited to attracting customers from your immediate area, SEO will naturally bring benefits in your local market as well. How is this possible? Google’s search engine has long been based on geolocation, providing potential customers with results based on their GPS location. In practice, this means that, for example, when typing the phrase ‘good sushi’ into the search engine (without entering the desired location), you will first receive results of the best sushi in your area (where you are currently located).


    Develop your business

    In the long term, SEO will bring you a return on investment, which means that you will gain a significant profit for your business over time. This will give you additional funds to systematically expand your range of activities or allocate more budget to additional promotion channels (which will translate into further profits for your business).

    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 Poland?



    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.

    Link building in Poland

    When positioning your website in Poland, you need to pay attention to whether your link building activities are carried out in the right way. It is important to systematically provide an appropriate number of quality links leading to your website. The more links, the greater the impact and value of your website. So how can you effectively create link building and acquire relevant links? You can do it in many ways; the more of them you use, the better – what counts most is link source diversification.

    How should you acquire links?

    Creating engaging content

    Creating valuable, relevant content on your website may become a ‘natural’ method of acquiring links. What does this actually mean? A user who reads the content posted on your website and finds it worthy of attention or recommendation is more likely to share the link to your website on their own website, blog or social media channels.



    The most popular way to get reviews and acquire links to your website is to work with a well-known blogger/YouTube user who will test your product and post a review with a link to your website.


    Link exchange

    Link exchange is a common method which, simply put, means that you offer to post a link to someone else’s website if they do the same for you, a win-win situation.


    Guest articles

    By publishing a text as its author on popular industry portals, you can achieve a double benefit: first, you will build your image online by publishing relevant content; second, by mentioning your website or your bio in the content, you will acquire an additional link to your website.



    As above, giving an interview can be a way to achieve a double benefit: self-promotion and acquiring a link to your website.


    Sponsored articles

    This method is extremely common among link building activities. Creating and publishing a high quality, relevant text about your products or services is an excellent method of acquiring links and, at the same time, building brand awareness and increasing brand recognition on the market. However, you should remember that publishing sponsored articles on popular, quality external portals is expensive, so you should allocate an appropriate budget for such activities.


    Creating your own SEO resources

    Creating content using your own SEO resources costs money but brings great benefits. What exactly are SEO resources? It is a website (or a collection of websites) that contains content from a particular industry and links to positioned pages. This method of link acquisition will allow you to link your main website.


    Buzz Marketing

    Buzz marketing means creating and publishing short posts on online forums with a link to your website, for instance a recommendation of a product. Its task is to create the impression of a natural discussion about a given product, service or brand.

    Data source: 

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      What is required to start positioning in Poland?


      In order to start positioning, the necessary condition is having a website at a proper domain address. Moreover, it is worth making sure that your website is flexible in terms of optimisation changes.

      In practice, this means providing access to make modifications in the website’s administration panel (or through changes in the website’s code).

      Any decent digital agency offering positioning services should prepare appropriate optimisation recommendations for you to make sure that positioning brings the desired results.

      How do you choose a proper domain for a Polish website?


      In general, the shorter the domain name, the better. When simple, the domain is better visible on the Internet and more easily remembered.

      In the first place, you should consider choosing a Polish domain, i.e. one with such an extension as:


      If your business is local, choose a regional domain, e.g. If you operate on a wider scale, i.e. on the European or global market, it is advisable to choose a European or global domain (i.e. or, respectively).

      What does the price of positioning in Poland depend on?


      The cost of SEO activities depends on many factors, including:

      • competitiveness of the industry,
      • potential and competitiveness of key phrases,
      • current visibility of the website in search results,
      • information architecture,
      • history and impact of the domain,
      • uniqueness and quality of content on the website,
      • duration of the contract with the agency.

      Prior to starting any actions based on the factors mentioned above and more, defined and measures beforehand, we will prepare a dedicated strategy tailored specifically to the needs of your business.

      How can you verify the effects of positioning in Poland?


      The effects of SEO activities may be measured and verified using analytical tools, both internal and external ones.

      As regards the former group, the most basic and popular analytical tool in the work of every digital marketer is Google Analytics. In a nutshell, GA allows you to collect information about website traffic, measure defined conversions and analyse individual data.

      Another important tool is Google Search Console, which works perfectly in symbiosis with GA. In our opinion, it is a must-have in the work of every SEO specialist; apart from providing the possibility to measure the visibility of a website and other indicators, it makes it possible to diagnose and eliminate individual errors on the website.

      The effects of positioning can be also measured by using external tools such as:

      • Semstorm,
      • Senuto,
      • Ahrefs,
      • SEMrush,
      • Surfer SEO.

      However, you must bear in mind that data from external tools is not 100% consistent with reality. Consequently, you should treat them only as a support in evaluating the effects of your efforts.

      How long does it take to position a website in Poland?


      Considering that Google’s algorithm, which largely determines your position in the search engine, is strictly confidential, no one can state precisely how long it takes to position a given website. Our assumptions are based mainly on estimates developed by a group of SEO specialists, who work out the secrets of Google’s secret knowledge on a daily basis.

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