SEO in Germany

Germany is considered one of the largest global industrial manufacturers. The country is investing in research and development, and the B2C e-commerce sector is recording steady year-on-year revenue growth. The combination of innovation and a mature digital market creates many growth opportunities for companies.

But before you start taking advantage of these opportunities and building visibility in the German search engine Google, check your website with us. An effective SEO strategy requires a multifaceted approach. The first step is a detailed technical audit of your website, which will be the foundation for further action. We will take into account local consumer preferences, your niche and competition. We will take care of building a link profile that strengthens the authority of your domain. We will create content that not only supports positioning on Google.de, but addresses the real needs of the German audience.

What is worth knowing about the German market?

Successful SEO in Germany is not only about technical optimization, but also an in-depth understanding of the local market. Communicating in German, meeting high quality standards and providing customers with reliable information are also important.

Economic potential

Germany is the world's 3rd largest economy with a GDP of 4.45 trillion euros in 2023. The service sector generates 70% of GDP. Germany accounts for 25% of the European Union's GDP (Germany Trade&Invest), and the country is one of the world's largest industrial producers. The main industries are automotive, energy, machinery, engineering.

The meaning of the German language

German is spoken worldwide by 130 million people. It is also an official language in Austria, Belgium, Luxembourg, Switzerland and Liechtenstein, and is the most widely spoken native language in Europe. Turkish, Russian, Arabic and Polish are also popular in Germany.

German consumers

German customers are among the most demanding in terms of quality. They value communication in German, and feedback from other customers builds their trust in the vendor. Environmental protection, sustainability and data security are important to them.

See our results

Read how we built site visibility in the competitive market in Germany and what results can be achieved with the right SEO strategy.

Sales

E-commerce in Germany

Germany's B2C e-commerce sector generated about 85.4 billion euros in revenue in 2023, with apparel being the most purchased product category. If you want to sell in Germany, consider the popular marketplace platforms and shipping providers that consumers prefer.

Amazon.de is Amazon's largest European marketplace and the second largest in the world. As of 2024, it has reached net sales of more than $40 billion (data listed is from statista.com). If you want to optimize your sales on this platform, we offer SEO marketplace. As part of our SEO efforts on German Amazon, we will perform an analysis of the factors affecting your visibility and sales on the platform (including product descriptions, headlines, images). When it comes to shipping providers, DHL and DPD are the most popular among German consumers. You should also consider working with UPS, GLS and Deutsche Post, which have a smaller but still significant market share.

Regulations

VAT on the German market

Companies that supply VAT-taxed goods and services and make intra-community purchases must have a German VAT number (Mehrwertsteuer). Its assignment is handled by the Federal Central Tax Office, which sends information about a new or existing VAT number by conventional mail.

VAT rates in Germany are: the basic rate, reduced rate and zero rate. The basic rate of 17% applies to most goods and services. Reduced 7% for selected goods and services, including, for example, some food, medical equipment or books. The 0% rate covers intra-Community and international transportation (with exceptions). If you are planning to sell, take care of the VAT registration formalities well in advance to avoid delays in developing your business in the German market.

What else is worth knowing about the German market?

This market offers a number of important business opportunities for foreign entrepreneurs who want to reach new customers. Here is the information you should know when conducting SEO activities and implementing an online marketing strategy.

Innovation

Germany is at the forefront of innovation, investing significant resources in research and development. In the Global Innovation Index 2023, the country ranked 8th (out of 132 countries).

Currency

Germany has been a member of the eurozone since its inception in 1999, which ensures financial stability and eliminates exchange rate risk in transactions with other countries in the zone. As the world's second most important currency, the euro guarantees predictability and security for investors.

Excise duty in Germany

There are harmonized taxation rules throughout the European Union, although specific rates vary between member states. In Germany, tobacco products, fuels, alcoholic beverages and coffee, in particular, are subject to excise taxes. In addition, specific national excise taxes are applied. In addition, national excise taxes are also charged. For more information on excise taxes: www.zoll.de.

Product requirements

In Germany, European Union standards apply. This means that if a product is approved for sale in one country, it can be sold anywhere in the EU. However, it is possible that a country may refuse to sell in certain cases.

Consumer rights

Consumers in Germany, as in the rest of the EU, enjoy at least a 2-year legal warranty on purchased goods. During the first 12 months after purchase, if a defect is discovered, the burden is on the seller to prove that the product was free of defects at the time of sale.

Data protection

RODO (Regulation on the Protection of Personal Data) applies throughout the European Union. In Germany, it functions under the name Datenschutz-Grundverordnung (DSGVO). The German approach to data protection is characterized by particular scrupulousness and strictness, which businesses operating in this market must take into account in their business practices.

Germany's e-commerce market

The German e-commerce market is one of the largest in Europe, with a clear hierarchy of leaders. Below are the B2C online stores with the highest net sales in 2022:

Amazon.de (€14.3 billion) - the undisputed leader with a huge advantage over the competition
Otto.de (€4. 5 billion) - a traditional German brand with a strong online presence
Zalando.de (€2.6 billion) - fashion giant
MediaMarkt.de (€1.8 billion) - leader in the consumer electronics category
Apple.com (€1.3 billion) - premium product sales
IKEA.com (€1.3 billion) - furniture and home furnishings

Source: E-Commerce-Markt Deutschland 2023, EHI Retail Institute.

Marketplace platforms

Analyzing the popularity of marketplace platforms (according to the number of user visits in December 2023), there is a clear dominance of sites such as:

Amazon.de (53.6%) - controls more than half of the market
eBay.de (19.9%) - an auction platform with a strong presence
Otto.de (4.1%) - effectively combines its own store and marketplace model
Temu.com (3.6%) - a rapidly growing marketplace from Asia
Amazon.com (2.6%) - the global version of Amazon is also popular among Germans

Forms of payment

In 2022. PayPal was by far the most popular payment method, with 46% of customers choosing to pay with it. Invoice-based payments and debit and credit cards are also very popular.

According to the Payment and e-commerce Report ( PPRO ), the main breakdown of payment methods in 2023 was as follows:

Electronic wallets: 33%
Bank transfers: 30%
Payment cards: 17%
Other methods: 20% (including cash on delivery: 4%)

E-commerce platforms

German sellers use Shopware software most often (25.7%). Other solution providers such as Magento, JTL-Shop, Shopify and OXID EShop also have sizable market shares.

Mobile devices

Mobile optimization is absolutely essential for meeting goals in the German e-commerce market. Smartphones have become as popular devices for online shopping as desktop computers. The German consumer expects a seamless shopping experience regardless of the device used, and stores not optimized for mobile are losing some potential customers.

Responsive design, fast page loading and an intuitive shopping process on mobile devices should be a priority for any e-commerce business planning to expand into the German market.

Website positioning in Germany

The Internet in Germany is used by 67 million people (data for 2023). Google holds the dominant position among search engines with nearly 90 percent market share (January 2024-January 2025). In second place is Bing with 6 percent, while other search engines like Yandex, Yahoo!, DuckDuckGo, play a marginal role. This clear dominance of Google has important implications for SEO strategies in Germany.

Website optimization in Germany

Successful positioning in the German version of Google (Google.de) requires a specialized approach that takes into account local specificities. Our process begins with a detailed SEO technical audit of the website and an analysis of its current position in German search results.

Based on the collected data, we develop, among other things:

Detailed strategic recommendations tailored to the German market.
Comprehensive optimization action plan (site structure, meta tags, content, etc.).
Implementation schedule.

Domain extension

Why should companies that plan a long-term presence in the German market consider the .de extension?

Search engines better interpret domains with a local extension and treat them as more suitable for German users.
German consumers show a higher level of trust in websites that have a national domain extension.

Depending on your strategy and business goals, you can choose between subdomains (e.g. de.yourwebsite.com) and subdirectories (e.g. yourwebsite.com/de).

Subdomains can be more readable to users, while subdirectories often support SEO better, as all the value of a domain's authority is concentrated in one place.

Content marketing

Entering the German market requires not only the presence of content in German, but more importantly its full localization. Translation alone is insufficient to build trust among German audiences. Localization is a comprehensive process of content adaptation. It takes into account the cultural, legal and linguistic nuances of the market.

In Germany, a precise and factual tone of communication is preferred, especially in a business context. Our content takes into account local holidays and events, such as Oktoberfest and German Reunification Day(Tag der Deutschen Einheit). This makes the content more authentic and related to the cultural context of Germany. We avoid generic references and weave in references to local realities.

Positioning of the site in German Google: Keyword analysis

We will analyze the content, structure and key phrases of your competitors in Germany. We will perform Content Gap analysis using Ahrefs and SEMrush advanced analytics tools to discover high-potential phrases absent from your current strategy.

Germany has different search trends depending on the region. For local services, we include long-tail phrases specific to individual cities and states (e.g., "restaurants in Munich," "construction services in Hamburg") to improve a site's visibility in local search results.

Our approach to semantic analysis for the German market takes into account the meaning of keywords, which in German can have different interpretations depending on the context.

Example: the word "Bau" can refer to both the building process and the abbreviation for Bauhaus University. Google analyzes accompanying words such as "Haus" (house) versus "Weimar" (a city associated with Bauhaus) to determine the correct context

We build semantic clusters covering the full spectrum of topics related to the main topic, such as for a mountain bike store: mountain biking accessories for mountain expeditions, crossing the Alps on a mountain bike.

Link building in the German market

Instead of mass efforts, we offer strategic link building from sources that have the greatest impact on domain authority in specific subject areas.

The process begins with:

A detailed audit of your current link profile
Analyze the link sources of your direct competitors
Identification of German industry services with the highest authority

Based on the collected data, we develop a customized Link Requirement Plan (LRP) - a comprehensive link building strategy.

A comprehensive approach to link building

Our link building activities are based on three pillars:

Strategic SEO
Relationships with German services (Outreach)
Culturally adapted content marketing

In addition, as part of a comprehensive approach, we offer:

Advanced internal link management on your site.
A strategy for taking over competitors' broken links.
Regular monitoring and reporting of the effects of all activities.

Why should you work with us?

Services tailored to your company's goals

Our offer will consist only of services that meet the needs of your business.

Cooperation with a local expert

We have several years of experience in SEO abroad, but in addition, we work with a local expert in Germany.

Direct communication with an SEO specialist

You will be in contact with the specialist who is leading your project, without any intermediary.

Transparency

The entire SEO process and our activities are transparent, including access to real-time results.

Testimonials

What Do Our Clients Say About Us?

Professional Global SEO Approach

NON.agency is a remarkable team of SEO experts who understand the challenges and needs of the international market. Their approach to international SEO is both professional and strategic, helping companies gain visibility across various markets simultaneously. With extensive knowledge of local trends and search algorithms, they deliver effective campaigns tailored to each region's specific requirements. I recommend NON.agency to anyone eager to expand their business globally and achieve real SEO results!

Lukasz Zaborski

SEO/SEM expert

A Truly NON-Agency Experience!

I wholeheartedly recommend working with Radek and Rafał. The NON.agency name perfectly reflects their unique, out-of-the-box approach. Their vast experience in international SEO, which requires both broad theoretical and practical knowledge, is impressive. The direct contact, quick responses, and full commitment to every project make collaborating with them a great pleasure. A well-deserved 10/10!

Olga Zarr

SEO Consultant

They delivered everything on time

We have a few clients for that we want to do link building for, thus we needed a set number of links per month from NoN Agency. The communication was quick and easy, and they delivered everything on time and as agreed upon.

Benas Leonavicius

SEO Project Manager, Meros Media

Creatively Identify Opportunities

After learning about the company’s capabilities and dedication, we made the decision to work together. They got to know our business with surprising insight so that the content they create is at an expert level. They are not limited to performing agreed tasks, but they creatively identify opportunities and generate ideas for development. Great contact, as well!

Aleksandra Duło

Marketing Manager, EmailLabs

We Appreciate Their Approach

NON.agency is our main link provider. Our goal is to provide our clients with the highest quality, personalized niche links. We consult with NON.agency on our needs — although our SEO specialists mainly place the order, the NON.agency team is a great advisor here. They give us recommendations on packages and links we should order.

Chris S.

Business Owner

Their Services Go Beyond Just Link Building

They got to know our business with surprising insight, so that the content they create is at an expert level. […] they are not limited to performing agreed tasks, but they creatively identify opportunities and generate ideas for development. Great contact, as well!

Milosz Nowakowski

Director of Sales at Brandly360

Highly recommended

We worked with non.agency on a link building campaign for a new website in the personal growth space. We wanted to get one of the pages to rank high on the US search engine results pages […]. The team delivered high-quality links from relevant websites and anchor texts. Their communication style is friendly yet professional and always proactive. The page we wanted to improve climbed to the #3 position a few days after finishing the campaign. Highly recommended.

George Chasiotis

Founder of Minuttia

I Am Very Satisfied With the Services

For most of the year, NON.agency managed two full-time writers who wrote new content and rewrote old articles. The link building team strategically built links from high-reputation sites. I really like the Progress Tracker dashboard, which allows me to see progress in real time. It's a great way to communicate with the whole team.