– what do you need to know?
Slovakia, or actually the Slovak Republic, is a country located in Central Europe, bordering the Czech Republic, Poland, Ukraine, Austria and Hungary. It has a population of over 5.4 million people, almost 90% of whom have access to the Internet. The largest city, and also the capital of Slovakia, is Bratislava. Interestingly, it is the only capital city in the entire world which borders two countries at the same time: Austria and Hungary.
Slovakia may be one of the smallest European countries, but, given the growth of its e-commerce, it now rivals many larger countries on our continent. Slovakia has one official language: Slovak, which is spoken by the vast majority of its citizens. The country acceded to the European Union in 2004 and a few years later, in 2009, replaced its national Slovak koruna with the euro, which became the official currency of Slovakia.
When focussing on the high percentage of the population with access to the Internet, it is good to get to know the preferences of Slovaks regarding web-surfing devices. Statistics show that more users prefer computers, but their advantage is not very significant, as confirmed by the following data (from February 2022):
Given the large share of mobile devices in the choices of Slovak e-consumers, making your website mobile-friendly is an absolute must.
When it comes to social media use, it concerns more than 74% of the entire Slovak population, and the most popular channel is Facebook, with 79% of all users (data for 2021):
Moreover, the number of social media users in Slovakia has recently increased by 30,000 or 0.7% (early 2022 vs. 2021). Thus, it can be seen that the interest of the country’s population in this channel is growing and it is worth taking its potential into account when developing an SEO strategy.
Population of Slovakia
of the population has access to the Internet
of users use Google
The undisputed leader among search engines in Slovakia is Google, used by more than 96% of all Internet users (data for February 2022):
Interestingly, the local search engine of the Czech Republic, Slovakia’s neighbour, i.e. Seznam, ranks last among Internet users’ choices (ex aequo with Yandex). As can be seen, it is not really popular.
As regards the popularity of web browsers, the vast majority of Slovak Internet users also choose Chrome by Google (data for February 2022):
Considering the above statistics, if you want to conquer the Slovak e-commerce market and have top positions in the country’s search results, you need to develop an SEO strategy that goes well with the algorithms of the leader among the search engines used in Slovakia, namely Google.
The value of the Slovak e-commerce market reached 1 billion US dollars in 2021. Moreover, Slovakia does not show any sign of slowing down! It is estimated that revenues from online shopping will grow in the coming years.
The clear leader in online shopping among the most popular business sectors in Slovakia is fashion, generating 34% of all e-commerce revenue in the country. What does the list of top sales categories on the Slovak web look like? Let’s see:
Speaking of the habits of Slovak e-consumers, it is worth mentioning the preferred delivery service providers. Slovenská pošta is the leader. It is worth getting to know the TOP3 companies, which provides shipping services to Slovak online shops:
How do typical Slovak e-consumers behave? Their purchasing decisions are heavily influenced by the price. They tend to make online transactions using a smartphone. When seeing a negative opinion about a product, they abandon their purchase and leave the online shop. They pay considerable attention to green consumerism – a Slovak is willing to spend more if the purchase will be environmentally friendly. Moreover, since healthy lifestyle is in vogue in Slovakia, Slovak e-shoppers take note of the composition and origin of products.
Continuing the topic of interests of Slovak e-consumers, let’s take a look at the top e-commerce sites generating the highest turnover in Slovakia (data for 2021):
To sum up, the top three websites (alza.sk, mall.sk and itesco.sk) account for half of the revenue from the online channel in Slovakia, each having a Slovak domain (.sk).
If you decide to expand your business into the Slovak e-commerce market, the best practice would be to choose a domain appropriate for the country, i.e. “.sk”. You can also consider conquering several European markets in one go. In this case, a good solution would be to create a website with the “.eu” suffix. Going further, if your business is global, you should opt for the most popular international extension, which is the “.com” domain, to operate in an international market without having to consider a separate domain for each country.
Considering Slovakia’s potential as an emerging e-commerce market with a rapid growth rate and inhabitants accustomed to shopping online, there is nothing else to do but enter the game today. Moreover, interest in online shopping among Slovaks continues to grow, so it makes sense to stay one step ahead of the competition. A high position in search results will contribute to building an awareness of your brand, as well as its reputation in a high-potential European market. Naturally, effective SEO in the Slovak market will result in increased sales and profits for your business.
Link building is one of the core elements of effective SEO activities. If you are thinking about expanding your business into the Slovak online market, it is essential that you have a well-thought-out strategy in this area. How should you do it? Below, you can find some helpful tips:
Acquiring quality links.
An extremely important factor in link acquisition is to ensure high link quality. It is easy to acquire a large number of low-impact links or links of dubious reputation. The trick is to develop a strategy for acquiring links that are valuable and come from quality portals.
Remember about link diversification.
Acquiring links leading to our website from various sources is an absolute must-have for Google algorithms. This will help us to avoid unnecessary problems in the form of penalties imposed by the aforementioned Internet leader, which counts ‘monotony’ in linking among spamming techniques. The most popular methods of acquiring links include: sponsored articles and mentions on social media or posts on Internet forums (buzz marketing).
Thematic publication sites.
When preparing your link building strategy, make sure that the places of publication of your articles are selected in accordance with the topics of your area of business. By doing so, you will increase your chances of attracting potential e-consumers (who visit online industry portals of interest) to buy your product. In addition, you will be better viewed by Google, which does not like articles published on websites dealing with completely different topics, considering such practices to be unnatural.
Full Customer Journey
Using SEO360®, we reach consumers at each stage of the purchasing process; analysing their activities with the use of CRO, we increase sales effectiveness.
Network of quality partners
We execute activities independently or with in-country partners who operate at the same high level as us.
Supervision of the entire process
Our Client Success Managers, who manage the end-to-end process, ensure the best results for our customers.
Guaranteed link maintenance
We do not remove acquired links even after the end of cooperation.
Constant access to reports updated 24/7.
Dedicated to E-commerce
It is effective for other industries as well, including the service sector and SMEs.
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.
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.
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.
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.
Yes, it is strongly recommended to create a website in a language version appropriate for a given country, in this case Slovak. Preparing relevant, stylistically and grammatically correct content for your website will increase your chances of attracting the attention of Slovak e-consumers, raising the likelihood that they will put your product into their shopping cart and then close the transaction, thereby bringing further revenue to your company.
As the most important search engine on both markets is Google, the main principles of effective positioning remain the same. You need a correct language version and a local domain of the website. Website optimisation, a mobile-friendly version and high-quality link building are also crucial.