SEO in Sweden

– what do you need to know?

SEO dla kraju Sweden
Pozycjonowanie dla kraju Sweden
SEO360® - Sweden

Sweden has 10.35 million inhabitants. As much as 97% of them have access to the Internet! It’s the largest Scandinavian country, bordering with Norway, Finland and Denmark. Swedes are also members of the European Union. They boast many natural resources, such as a large forest area in relation to the number of inhabitants, and high quality iron ore.


Swedes like to shop online, especially when the purchased product offers a combination of quality and an attractive price. Like the Italians, they value support during and after the purchasing process. Before putting a product into a virtual shopping cart, more than half of Swedes analyse and check online reviews about it. They are “eco-friendly”, which means that if they have a choice of similar goods and one of them is made in harmony with the environment, they will choose it.


Based on many rankings, Sweden can be considered one of the safest and most corruption-free countries in the world. On the other hand, paradoxically, they are also one of the main exporters of military technology and weapons. Of course, this is not all they are famous for. Their domestic brands are worth appreciating, for example: Volvo, Saab, Husqvarna, Nordea, H&M and the extremely popular Ikea.


73% of Swedes use social media, which means a population of 7.3 million people who can be reached through this channel. Among the most used platforms, Facebook is still the leader, although during the year (comparing 2022 to 2021) its share fell by almost 12%. Below are the figures for February 2022:

  • Facebook (69.45%),
  • YouTube (10.1%),
  • Instagram (8.73%),
  • Twitter (5.7%),
  • Pinterest (3.98%),
  • Reddit (1.12%).


Sweden is very pro-Internet and the functionalities it offers. It is estimated that by 2035, nearly 75% of all grocery shopping will be done online in the country.

10,3 million

Sweden’s population

97 %

of the population has access to the Internet

9,9 million

Internet users

93 %

of users use Google

    Search engines in Sweden

    To put it briefly – Google rules in Sweden in terms of search engine popularity. Its market share is at a similar level as in most European countries, i.e. exceeds 90% (data for February 2022):

    • Google (93.76%),
    • Bing (4.01%),
    • Yahoo! (1.26%),
    • DuckDuckGo (0.68%),
    • Ecosia (0.12%),
    • Yandex (0.1%).


    As far as browsers are concerned, more than half of users use Chrome. It is also worth noting that one in three Swedes use Safari (data for February 2022):

    • Chrome (52.27%),
    • Safari (31.41%),
    • Edge (6.91%),
    • Samsung Internet (3.53%),
    • Firefox (2.68%),
    • Opera (2.6%).


    The above list is partly a reflection of preferences related to the use of mobile phones, which are becoming rapidly more popular in terms of surfing the web every year.

    E-commerce market in Sweden

    As in many countries around the world, the coronavirus pandemic, and especially the first lockdown associated with it, was a boost to e-commerce sales. By 2020, the Swedish online commerce market had reached €11.5 billion. Since then, it has continued to strengthen and grow, accounting for nearly 10% of total registered sales.


    The statistical Medelsvensson (the Swedish equivalent of John Smith), as mentioned in the introduction, pays special attention mainly to quality and price. However, we should not forget about other elements that our offer should have. These include: clarity of the site, readability for the recipient, and simplicity of completing the transaction. If we put these elements together, we will invite our customers to a friendly e-shop which, if it meets their expectations, may become their favourite one.


    Swedes are very mobile-friendly. There are 15 smartphones for every 10 of them. When it comes to web browsing, less than half comes from mobile phones and, more importantly, 60% of online purchases in Sweden were made through the mobile channel.


    What do Swedes add to their virtual shopping carts? Let’s see:

    Online shopping

    It is also worth noting the popular payment methods in Sweden, the share and usage of which is as follows:

    According to the above, it can be confidently stated that Swedes pay for their purchases immediately online, and the “cash on delivery” method is practically non-existent.


    Orders are mostly delivered using three operators, namely:

    • PostNord,
    • BudBee,
    • DHL.


    Swedes value convenience, both when shopping online and when picking up selected products. They like their products to be at their fingertips, just outside their doorstep, so the above list of the most frequently selected efficient postal and courier providers should come as no surprise.

    Which domain should you choose?

    Sweden is unique when it comes to domain selection. The search engine is more popular and therefore more used than its local representative What does this mean? This means that if you want to start a business in Sweden, there is no need to have a native “.se” extension. Our website embedded under a global domain will not be treated worse by the SERP when compared to local sites.


    This is good news for e.g. owners of online shops planning to develop and expand into several European or global markets. In this case, it is naturally worth using recognisable domains such as “.eu” or “.com” and building the position of the website on several markets.


    Why should you start promoting your business in Sweden?

    Sweden is in 5th place globally in terms of Internet penetration (about 97%)! That is not all, Swedes also have the 2nd fastest Internet connection in the world (just behind South Korea). And by 2025, after increasing the availability of broadband connections, the national government wants 100% of citizens to be able to use and surf the web without any problems.


    These plans and further investments in technical infrastructure are, of course, very feasible due to the strong economy and financial resources. It is obvious that further expansion and popularisation of the Internet will have its impact on the development of the e-commerce market, which is already one of the most developed in the world. Swedes are used to buying products online. As a proof of this, they are also very familiar with modern technologies and use them eagerly on a daily basis.


    Comparing the possible benefits that the presence of our business on the Swedish market can bring to the estimated cost of being on it (to appear in the top search results), the result is obvious – it is worth being present there!

    Link building in Sweden

    The Swedish market is certainly attractive and accessible for a wide range of e-commerce businesses. As for their in-house marketing agencies, they do not necessarily specialise in SEO. Thus, they do not have a “foolproof solution” to reach the TOP10 faster. On the contrary, the actions of an experienced specialist in this field from Poland should definitely be more effective.


    For effective positioning of our website in Sweden, high quality link building will be extremely important. It is good to place articles on valuable Swedish websites, so sensible “power” from a given domain is transferred towards our website.


    Many Swedes have a good command of the English language. Sweden is among the top three countries that have the best command of this foreign language. This is partly due to the widespread and high standard of English teaching in schools. Films without dubbing also help, with Swedish subtitles instead of voiceover. As a result, both languages can be used in parallel in content marketing publications. This is all the more important with regard to Swedish itself, which has many local varieties and dialects, so it would be difficult for us to reach and satisfy all the inhabitants. In addition, by using English we will more quickly make friends with Google’s crawlers.

    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 Sweden?



    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: 

    • European Ecommerce Report 2021
    SEO360® kontakt formularz kontaktowy SEO360®

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      Is there such a thing as a “sales culture” in Sweden?


      Sales culture may be a bit of an exaggeration, but there are certain principles and rules which determine contact and cooperation with Swedes. They appreciate substantive discussions while maintaining a formal style of communication. Apart from the polite form, professionalism and knowledge of the industry we represent are equally important. Going further, if our offer involves any risks, there may be delays, etc., our Scandinavian client should know about it. They will notice our sincerity and we will gain their favour and trust. Otherwise, they will probably withdraw and look for the product they are interested in elsewhere.

      Can I SEO my website for the Swedish market from Poland?


      Yes, of course. Specialists from Polish marketing agencies are at a very good level and they can certainly handle the Swedish market. During the process of SEO in Sweden, it is worth remembering about proper website optimisation. What do we mean? First of all, it should be adjusted to mobile devices, which are becoming increasingly popular in terms of Internet browsing, including online shopping. It should be user-friendly, i.e. as simple and clear as possible to use, so our visitors can find what they are looking for efficiently, and then make a smooth transaction using friendly payment methods. The entire positioning process should be complemented by quality link building, preferably carried out on popular Swedish domains.

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