SEO in Denmark

Commercial relations

Denmark maintains strong global trade relations, with particular strengths in pharmaceuticals, food products and energy. According to OEC data, Denmark's main export destinations are:

• Germany ($14.8 billion),
• United States ($12 billion),
• Sweden ($11.2 billion),
• Netherlands ($7.89 billion),
• China ($5.91 billion).

Exports

Denmark's export economy shows a clear specialization in certain sectors. In 2023, according to the OEC, Denmark's main export products were:

• packaged drugs ($16.5 billion),
• vaccines, blood, antisera, toxins and cultures ($3.78 billion),
• Refined petroleum ($3.05 billion),
• Pork ($3 billion),
• cheese ($2.32 billion).

The country occupies unique export niches, being the world's largest exporter of enzymes ($1.65 billion) and pigs ($1.58 billion).

Imports

Denmark's main imports in 2023 included:

• Oil gas ($8.1 billion),
• cars ($7.05 billion),
• packaged drugs ($3.83 billion),
• Refined petroleum ($3.21 billion),
• Oil ($3.08 billion).

The main sources of Danish imports are Germany ($23.2 billion), Sweden ($14.4 billion), Norway ($12.7 billion), the Netherlands ($11.3 billion) and China ($8.63 billion).

For Polish companies exploring expansion opportunities, Trading Economics data shows that trade between Poland and Denmark is significant. Polish exports to Denmark reached $6.31 billion in 2024, while Polish imports from Denmark reached $6.65 billion in the same period.

Consumer behavior and e-commerce trends in Denmark

Denmark boasts one of the most advanced e-commerce markets in Europe, with exceptional digital adoption rates.

Denmark's e-commerce sector continues to grow rapidly, with several important trends influencing consumer behavior. According to DataFeedWatch, e-commerce sales in Denmark reached €15.5 billion in 2017, an impressive 15% increase over the previous year.

The Danish e-commerce landscape is characterized by:

• high Internet penetration (96.1% of the population),
• strong adoption of online shopping (82% have shopped online in the past year),
• a total market of about 3.5 million online shoppers,
• advanced mobile shopping habits (Denmark has the highest smartphone penetration in the world).

International purchasing patterns

Danish consumers show interesting patterns when it comes to international versus domestic shopping. Statista research reveals a strong preference for domestic retailers, with nearly 90% of online shoppers making purchases on domestic sites in 2023.

However, Danes are not completely locked into their shopping habits:

1. 40% of Danish online shoppers have made purchases in other EU countries.
2. Only 16% purchased from non-EU vendors.
3. According to PPRO, Danes spend nearly $7 billion a year on international purchases.

This pattern suggests that while Danes value the familiarity and security of domestic sellers, they are willing to shop abroad when they are looking for specific products, better prices or brands not available locally. The strong preference for EU vendors over those outside the EU is likely related to concerns about delivery times, customs procedures and consumer protection laws.

For international companies targeting the Danish market, these statistics underscore the importance of establishing a compelling local presence through appropriate domain selection, language localization and region-specific marketing strategies.

Mobile commerce in Denmark

Denmark stands out globally for its exceptional mobile adoption and usage rates. The country has achieved the world's highest smartphone penetration rate at 77% of the population, creating unique opportunities and requirements for mobile commerce.

This mobile-first environment has important implications for companies:

1. Danish online shoppers use mobile devices for nearly 40% of all e-commerce purchases, according to PPRO.
2. Statista reports that cell phones generated about 62.24% of Internet traffic from browsers in Denmark in July 2023.
3. Desktops and laptops accounted for almost 36% of total traffic, while tablets accounted for almost 2%.

The advanced state of mobile commerce in Denmark means that retailers must prioritize mobile optimization. According to DataFeedWatch, 99% of major Danish online retailers have either a mobile app or a mobile-optimized site, with 80% offering both options.

For companies entering the Danish market, this creates a clear imperative: the mobile experience must not be treated as secondary. Design, functionality, payment processes and content must be optimized for smaller screens and touch interfaces.

Mobile performance is not just a technical issue in Denmark, but a critical business requirement that directly affects conversion rates and brand perception.

Danish trading platforms and comparison sites

While having your own optimized website is essential, using popular Danish marketplaces and comparison platforms can greatly increase your reach. According to SimilarWeb, the top marketplaces in Denmark are:

1. ago.com: New entrant rapidly gaining popularity.
2. jemogfix.dk: Strong position in home renovation and DIY.
3. amazon.de: Amazon's German site used by many Danes.
4. silvan.dk: Another player in the home renovation sector.
5. thansen.dk: Focused on auto parts and accessories.

The following marketing channels for products are also worth mentioning:

• PriceRunner: Scandinavia's leading price comparison engine, operating as both a price comparison platform and shopping directory.
• Partner Ads: Danish affiliate network with more than 2,000 partners in Denmark, Sweden and Norway, operating since 2002.

They offer different models for reaching Danish consumers:

1. Price comparison sites, such as PriceRunner, help price-conscious Danish customers find the best deals.
2. Affiliate networks, such as Partner Ads, enable the use of local influencers and content creators.
3. Category-specific marketplaces, such as jemogfix.dk and silvan.dk, provide targeted access to niche audiences.

Payment methods

According to PPRO, digital payment methods are used in half of all online transactions in Denmark. Popular options include:

• Dankort (Danish national debit card, which is the preferred payment method),
• Trustly,
• Klarna.

Delivery

In the Danish e-commerce shipping market, several major players handle both domestic and international deliveries:

• Maersk: A global leader in container shipping and logistics with strong Danish roots.
• DHL: Europe's leading parcel provider with a strong presence in Denmark.
• DSV: A major logistics provider offering freight forwarding, warehousing and e-commerce order fulfillment.
• GLS: Specialist in parcel delivery with both domestic and international shipping options.

VAT rates in Denmark

Denmark operates with one of the highest standard VAT rates in Europe, with few exceptions or reduced rates.

Denmark's standard VAT rate is 25% and applies to most goods and services. Unlike many other European countries, Denmark maintains very few reduced rates or exceptions, making its VAT system relatively simple.

Some supplies are exempt from VAT, including:

• inpatient treatment,
• Insurance and reinsurance services,
• most financial activities, such as cash deposits and lending.

There is an important distinction between VAT-exempt transactions under Section 13 of the Danish VAT Act and "zero-rated" transactions under Section 34. The latter, which include intra-Community supplies of goods and services, allow full VAT deduction, while VAT-exempt transactions do not allow VAT recovery.

Special payroll tax

Companies providing VAT-exempt services in Denmark may be required to pay a special payroll tax (lønsumsafgift), calculated on the basis of the total payroll fund, including salaries and bonuses. The method of calculation depends on the business and organizational structure.

For financial service providers (where revenues from VAT-exempt financial activities exceed 50% of total revenues), the special payroll tax is 15.3% of the payroll fund used for VAT-exempt activities. This tax is deductible for income tax purposes.

Consumer protection and regulation

Denmark maintains high standards for product quality, safety and labeling. According to the U.S. Department of Commerce's International Trade Administration, companies entering the Danish market must navigate several specific requirements:

1. Consumer products must be labeled in Danish or in a language that differs only slightly from Danish in terms of spelling (practically, this means Norwegian and sometimes Swedish).
2. Some products must be clearly marked with the country of origin.
3. Weights and measures must be given in the metric system.
4. Labels and markings must accurately describe the contents of the package.

Responsibility for compliance with Danish labeling regulations rests with the importer. However, exporters should carefully follow the importer's instructions to avoid customs delays and additional expenses that could damage future business relationships.

SEO in Denmark

With more than 80% of Danes shopping online (DataFeedWatch), having a strong search engine presence is absolutely essential for success in this market.

Search Engines

Google dominates the Danish search engine market with an overwhelming 91.19% share, making it the clear primary target of your SEO efforts. The rest of the search engine market is divided between:

• Bing: 5.25%,
• Yahoo: 1,15%,
• DuckDuckGo: 1.02%,
• Yandex: 1.02%.

This strong focus means that optimizing for Google's algorithms should be your priority, although don't completely ignore Bing, which still represents a significant segment of users.

Website optimization

Denmark consistently ranks among the countries with the fastest Internet in the world, creating high user expectations for performance.

Therefore, your technical SEO strategy for Denmark should prioritize:

• Seamless mobile experience (essential, given that more than 62% of Danish web traffic comes from smartphones),
• lightning fast charging speeds,
• Implementation of structured data for extended SERP functions,
• HTTPS security (Danish users highly value privacy),
• localized content with culturally relevant examples and references.

As a market with near universal Internet adoption, Danish users have developed sophisticated digital habits and a low tolerance for suboptimal online experiences.

Choosing a domain extension

The choice of domain extension has a significant impact in the Danish market, where digital credibility is paramount. For companies with serious intentions in Denmark, securing a .dk domain should be a priority.

The .dk extension is administered by Punktum.dk, the official domain registry of Denmark. To obtain a .dk domain, you must:

• Work with an authorized recorder,
• enter into an agreement with Punktum.dk,
• In some cases, verify their identity through their verification process.

The .dk extension offers several strategic advantages:

• signals a genuine commitment to Danish customers,
• usually improves local search rankings in Denmark,
• builds trust among Danish consumers, who often prefer local companies,
• can help with compliance for companies that collect personal data.

If a .dk domain is not immediately possible, alternatives include using country-specific subdomains (dk.yourjamaarka.com) or subdirectories (yourjamaarka.com/dk), although these carry less weight for both users and search engines than a proper Danish domain.

SEO on trading platforms

While having your own optimized website is key, don't underestimate the importance of marketplaces in the Danish e-commerce ecosystem. Focus your optimization efforts on these popular platforms:

• ago.com (rapidly gaining market share),
• jemogfix.dk (especially for home improvement products),
• amazon.de (Amazon's German site is popular with Danish shoppers),
• silvan.dk (another strong player in the DIY/home segment),
• thansen.dk (car parts and accessories).

For product offerings on these platforms, pay particular attention:

• Product titles in Danish that include relevant keywords,
• Comprehensive product descriptions that address typical concerns of Danish customers,
• High-resolution images showing products from different angles,
• Competitive pricing (Danish consumers are price-conscious despite their high purchasing power),
• authentic customer reviews (transparency is highly valued in Danish culture).

Analysis of competition in Denmark

The Danish market, although small in terms of population, is sophisticated and often serves as a testing ground for digital innovations before they spread to larger markets. When analyzing Danish competitors, study the following:

1. Keyword strategy: Which Danish searches generate traffic to their sites? Which terms show high commercial intent as opposed to informational queries?
2. Approach to content: How do they structure their content for a Danish audience? Do they create educational materials, practical guides, or focus mainly on product information?
3. Technical implementation: how well do competitors' sites perform on mobile devices? What site architecture do they use to optimize for Danish search patterns?
4. Link Profile: Which Danish media, trade associations and business directories are linking to your competitors? These represent potential link building opportunities.
5. Local partnerships: Do competitors collaborate with Danish influencers or content creators? These collaborations often provide valuable insights into successful market positioning.
6. Pricing strategy: How are competitors positioning themselves in the Danish market - as premium suppliers, economy options, or somewhere in between?

Content Localization

Creating effective content for the Danish market goes far beyond simple translation. Danish consumers respond best to content that demonstrates a true understanding of their culture, preferences and daily realities.

An effective content localization strategy for Denmark should include:

1. Professional translation into Danish: Although Danes generally speak excellent English, marketing and technical content should be professionally translated by native Danish speakers to ensure nuance and proper terminology.
2. Cultural adaptation: Adapt references, examples and case studies to reflect Danish business practices and consumer habits. For example, Danes value sustainability and environmental responsibility higher than many other markets.
3. Seasonal relevance: Include Danish holidays and events in your content calendar. Major celebrations, such as Christmas (Jul) and Midsummer Night (Sankt Hans), have distinct Danish traditions that differ from other countries.
4. Adjusting the tone: Danish business communication tends to be direct, informal and egalitarian compared to many other European countries. Content should reflect this cultural preference for direct communication without unnecessary formality.
5. Local social proof: Include testimonials, case studies and success stories from Danish customers whenever possible. Local validation carries significant weight with Danish consumers.
6. Visual adaptation: Images should depict Danish life, landscapes and people when appropriate. Stock photos that clearly depict other cultures or environments may undermine your localization efforts.

It is important to emphasize that effective localization is an ongoing process that requires continuous improvement based on performance indicators and market feedback. What works in neighboring countries such as Sweden or Norway will not necessarily resonate with Danish audiences despite their geographic proximity.

Keyword research for the Danish market

Effective keyword research for Denmark requires specialized approaches that take into account the unique characteristics of the Danish language and search behavior.

Danish has several linguistic peculiarities that affect keyword research:

1. Compound words (multiple words joined without spaces) are common.
2. Definite types appear as suffixes, not as separate words.
3. Special characters, such as æ, ø and å, must be handled properly in testing tools.

When conducting keyword research for Denmark:

1. Start with Danish starting keywords: Start with basic Danish terms instead of translating from other languages. Use tools such as Google Keyword Planner to identify Denmark as a target market.
2. Analyze search patterns: Denmark's relatively small population (about 6 million) means that search volumes will be lower than in larger markets. A term with 300-500 monthly searches can be considered high-volume in the Danish context.
3. Research colloquial variants: Different regions in Denmark may use slightly different terminology for the same terms. For example, terms used in Copenhagen may differ from those used in Aarhus or Odense.
4. Take seasonal variations into account: Denmark's distinct seasons significantly affect search behavior. Winter-related searches appear earlier than in more southern European countries.
5. Explore Danish search intentions: Danish users often have different search intentions compared to other markets. For example, they may place more emphasis on sustainability and environmental impact when researching products.
6. Map the customer journey in Danish terms: Identify the specific terminology used at each stage of the buying process, from awareness to consideration to decision.

Link building in Denmark

Effective link building strategies for the Danish market include:

1. trade associations and chambers of commerce

Denmark has numerous trade associations that maintain high authority websites. Becoming a member often provides opportunities for backlinks through member directories or featured content. The Confederation of Danish Industry(Dansk Industri) and various sector-specific organizations can be valuable sources of links.

2. Danish business media

Publications such as Børsen (a business daily), Berlingske Business and trade magazines accept expert articles and often link to contributors' sites. Developing relationships with Danish business journalists can lead to media mentions and valuable links.

3. collaboration with local influencers

Danish influencers, especially in the B2B space, can provide both promotional value and link opportunities through their blogs and social media platforms. Look for opinion leaders in your specific industry niche, rather than general consumer influencers.

4. sponsorship of events

Sponsoring Danish business events, conferences or webinars usually results in backlinks from event pages, which often have strong domain authority. These links also signal involvement in the local market.

5. educational content partnerships

Collaboration with Danish educational institutions or training providers can generate high-quality backlinks. Consider developing case studies, research projects or educational materials that provide value to Danish students or professionals.

6. local business directories

Although they have less impact than other strategies, being listed in reputable Danish business directories, such as Krak or DGS, can provide primary backlinks that signal relevance in the local market.

Why NON Agency?

1. experienced international partner

We have extensive SEO experience throughout Europe, which allows us to gain an edge in the Danish market and effectively help your company build visibility in local search results. Our expertise in international SEO gives you the competitive edge you need in this sophisticated market.

2. time and resource efficiency

Save time and resources with our end-to-end approach - from Danish market and competitor analysis, to technical website optimization, to strategic content marketing and effective link building. Instead of coordinating multiple vendors, you get one integrated solution.

3. risk elimination

Eliminate business risk with full transparency of our operations and access to detailed, real-time reports. We'll show you exactly what we're doing and the results we're achieving.

4. local expert in Denmark

We work with experts to help bring your brand to local realities. Their invaluable knowledge of consumer behavior and search trends supports our strategies, ensuring cultural relevance and maximum impact.

5. a strategy tailored to your business

Maximize the effectiveness of your campaign with a strategy in line with your business goals. We will create an SEO Strategy and Growth Plan that takes into account your industry specifics, competitive advantages and business priorities in the Danish market.

Summary

Denmark represents an attractive opportunity for companies seeking international expansion, with its developed digital ecosystem, consumers with strong purchasing power and stable business environment. Success in this market requires a carefully calibrated SEO approach that respects Danish digital preferences and consumer behavior.

Key elements of a successful Danish SEO strategy include:

• mobile optimization as the first priority, given Denmark's world-leading smartphone penetration,
• culturally relevant localization of content that goes beyond mere translation,
• Strategic use of the .dk domain to build credibility among Danish consumers,
• An effective presence on local marketplaces and comparison sites,
• technical excellence that meets the high expectations of Danish users,
• Thoughtful keyword research that takes into account Danish language patterns,
• Quality-focused link building with relevant Danish websites and organizations.

While Denmark's small population (about 6 million) may give the impression of a modest market, its high per capita spending, digital sophistication and openness to innovation make it an attractive target for international companies. With the right approach to SEO, Denmark can serve not only as a valuable market in its own right, but also as a strategic entry point into the broader Nordic region.

Contact us and unlock the full potential of your brand in the Scandinavian market.