What Else Is Worth Knowing About the Austrian Market?
SEO in Austria requires knowledge of the local market, language, and user preferences.
Through precise optimization for Google.at, effective link building, and content strategy tailored to Austrian audiences, we help companies increase visibility and acquire new customers.
Currency
Austria’s currency is stable, as the country has been part of the Eurozone since 1999.
Payment Methods
What payment methods should you provide for your customers?
According to PPRO data, purchases in Austrian e-commerce are most commonly made using:
- Card (35%)
- Bank transfer (26%)
- Cash (7%)
- Digital wallet (19%)
- Other payment methods (13%)
Popular payment methods include:
- eps (bank transfer)
- Klarna (deferred payments, installments)
- Paysafecard (prepaid voucher)
- Paysafecash (cash)
Mobile Devices
Austrian internet users browse websites on both mobile devices and desktops. However, it’s worth noting that mobile share is growing — by 17.7% in the November 2021-2022 period.
Austria has 8.4 million internet users, of which:
- almost 89% use mobile devices
- for over 57%, the main reason for using the internet is to search for products and brands
- among them, 7.34 million use social media, with 27% seeking shopping inspiration and 17% looking for products to purchase
Delivery
Delivery time is important for Austrian consumers. Almost 40% prefer same-day delivery.
Despite the dominant position of Österreichische Post (over 50% in 2023), the delivery market remains diverse. In Austrian e-commerce, stores most commonly work with companies such as:
SEO in Austria
Search Engines
Search engines, alongside advertising and television, are where Austrian consumers discover brands. They’re also the main channel for searching for company information. It clearly shows that conducting SEO activities in the Austrian market is necessary if you want customers to find your company online.
SEO in Austria should focus primarily on Google, which is the main search engine in this country. Besides Google, Bing has a few percent market share, and even smaller shares (exceeding one percent) belong to DuckDuckGo, YANDEX, and Yahoo.
Search engine market share in Austria (August 2023-July 2024):
- Google 90.8%
- Bing 5.07%
- DuckDuckGo 1.17%
- YANDEX 1.16%
- Yahoo 1.01%
- Ecosia 0.59%
Marketplace SEO
In Austria, 25% of B2C companies sell products and services online: on websites, in apps, and on marketplaces. The most frequently visited marketplace platforms in Austria are (Similarweb, July 2024):
- willhaben.at
- temu.com
- ebay.de
- etsy.com
Marketplace SEO is a service that involves building better visibility on popular platforms in Austria, such as amazon.de, ebay.at, or willhaben.at.
This service consists of:
- researching keywords, both those with high search volume and broad search intent (e.g., shoes), as well as long-tail keywords (e.g., white running shoes for women)
- preparing product descriptions that convey their value and help customers make informed choices
We’ll analyze factors affecting your sales, including product descriptions, headers, and photos. We’ll prepare a strategy for acquiring customer reviews that will strengthen your company’s reputation in the local market.
Website Optimization
SEO Audit and Strategy
Before we propose specific solutions, we’ll start by examining your website’s current situation. Our analysis covers parameters such as:
- domain authority indicator, which helps us establish the strength of your backlink profile
- monthly traffic from organic searches
- number of links pointing to your website and backlink strength for each URL
The next step is an SEO audit and solution proposals. During the analysis, we’ll check elements affecting SEO, including page loading speed, keyword usage in titles, and subpage titles.
Domain Extension Choice
Domain extension for a website in Austria is crucial from both SEO and brand-building perspectives.
The .at extension is Austria’s country code top-level domain.
Using a local domain signals to search engines that the website is intended for the Austrian market. It also builds trust among users who prefer websites adapted to their specific language and prefer to buy from domestic sellers.
Competition Analysis
Knowledge about competitors’ activities is as valuable as information about your own website. Therefore, we’ll thoroughly examine your competition’s websites in terms of traffic, number of keywords, and linking domains.
We’ll perform Content Gap Analysis using tools like Ahrefs and SEMrush. We’ll identify keywords that competitor sites rank for but your site doesn’t yet. It is a great opportunity to expand your content strategy.
Language and Content
Using German will likely be sufficient, but it’s worth being aware of Austrian German variants and Austrian dialects.
For example, a German resident would say “kaffeetasse” for a coffee cup/mug, while an Austrian resident (and also Bavarian Germans) would use the word “häferl.”
Keyword Analysis
Location-Related Keywords
In some cases (as the SEO analysis will show), it’s worth considering phrases that include location.
For example:
- “holzmöbel in Wien” (wooden furniture in Vienna)
- “bio-lebensmittel in Graz” (organic food in Graz)
- “skiausrüstung in Innsbruck” (ski equipment in Innsbruck)
Semantic Analysis
Using semantically related phrases with keywords allows Google to interpret the message more accurately. For example, if you’re selling furniture in Austria, it’s worth including content related to interior design, furniture materials, or modern design.
Link Building in Austria
Link building involves activities aimed at acquiring backlinks from other websites.
Links show search engines that a site is a reliable source of information and should be ranked higher. That’s why their quality is so important. Linking to other sites increases content credibility, just like backlinks from other sites.
We’ll help you acquire valuable links in Austria.
Depending on the industry, it may be necessary to prepare helpful articles and then contact appropriate websites. Our outreach team will prepare content and establish cooperation with websites that will build your company’s credibility in the Austrian market.
Other ways for effective link building include promoting texts on social media, guest publications on blogs, and publishing data in an attractive format for audiences.
SEO in Austria vs SEO in Poland
First and Foremost: Google
In both countries, Google’s search engine is the first choice for most users. If you want to sell in Austria, start with optimizing for Google.
One Language
Apart from local phrases that include regions and cities in Poland, the language is uniform. Austrians mainly use German.
Depending on the industry, differences may appear due to the German variant used in Austria, which must be remembered when optimizing content, meta tags, and keywords.
Why Choose NON.agency for SEO in Austria?
We’re transparent from the first conversation. Our SEO services are tailored to your current needs and objectives. You also can opt for service exchange during the cooperation.
We focus on activities that will actually translate into company growth, attract new customers, and increase sales.
Local Expert
Thanks to cooperation with local experts, our SEO activities comply with the trends and specifics of the Austrian market.
Direct Contact With a Specialist
Your questions will be answered by the SEO specialist responsible for your project.
Transparency and Real-Time Results
We believe in full transparency. You’ll receive access to reports and the ability to track results in real time, giving you complete control over the SEO process.
