SEO in Poland

0 napisany przez Wojciech Klecki, 04 maja 2023

Search Engine Optimization (SEO) is a digital marketing strategy that focuses on increasing the visibility of websites in search engine results pages (SERPs) through the optimization of various elements, such as content, keywords, and links. In Poland, SEO is becoming increasingly popular as more businesses recognize the importance of having an online presence.

One of the key factors that affect SEO in Poland is language. The Polish language is a Slavic language, and as such, it has its own unique grammatical and linguistic features.

Therefore, SEO specialists working in Poland need to be familiar with the language and its nuances to effectively optimize websites for Polish users. This includes using relevant Polish keywords and phrases, creating content that is tailored to the local market, and ensuring that the website is optimized for local search engines, such as Google Polska.

Another important factor that affects SEO in Poland is the level of competition in the market. As in any other country, there are a large number of businesses in Poland competing for online visibility. This means that SEO specialists need to be proactive in their approach to optimize websites to stand out from the competition. This includes conducting thorough keyword research, optimizing on-page elements, and building high-quality backlinks.

Additionally, cultural factors can also impact SEO in Poland. For example, Polish consumers tend to be more skeptical of online advertising than consumers in other countries. Therefore, SEO specialists need to ensure that the content on the website is informative, relevant, and trustworthy, to build trust with Polish users.

SEO in Poland is an important marketing strategy for businesses looking to expand their online presence. SEO specialists in Poland need to be familiar with the Polish language and culture, as well as the local market and competition, to effectively optimize websites for Polish users.

Do you need SEO services in Poland? Work with an experienced SEO agency!

Mobile vs Desktop

According to data from StatCounter, a web analytics company, mobile internet usage in Poland has been growing steadily in recent years. As of March 2023, mobile devices account for 57.85% of internet usage in Poland, while desktop devices account for 39.99%. The remaining usage is from tablets and other devices.

This trend towards mobile internet usage in Poland is consistent with global trends, as more and more people use smartphones and other mobile devices to access the internet. This shift towards mobile internet usage has important implications for businesses and website owners, as they need to ensure that their websites are mobile-friendly and optimized for smaller screens.

In addition to mobile-friendliness, businesses also need to consider the user behavior differences between desktop and mobile users in Poland. For example, mobile users in Poland may be more likely to use voice search, which requires businesses to optimize their content for natural language queries. Additionally, mobile users in Poland may be more likely to make impulse purchases or use location-based services, which businesses can leverage through targeted advertising and promotions.

Overall, while desktop internet usage still has a significant share in Poland, businesses and website owners need to be aware of the growing trend towards mobile internet usage and adapt their strategies accordingly to reach their target audience effectively.

SEO ranking in Poland – is it difficult?

SEO ranking can be challenging in any country, and Poland is no exception. Like in other countries, SEO competition in Poland varies depending on the industry, niche, and specific keywords.

Some keywords and niches may be highly competitive, making it harder to achieve a high ranking, while others may be less competitive, making it easier to rank higher.

This also means that businesses need to focus on high-quality content, technical optimization, and link building to stand out from their competitors.One factor that can make SEO ranking harder in Poland is the high level of online fraud and spam. This has led to search engines like Google implementing strict algorithms and penalties to combat these practices, which can affect the ranking of legitimate businesses if they are not careful.

Another challenge for SEO ranking in Poland is the local competition. With a population of over 38 million, Poland has a large and competitive market, making it harder for businesses to reach their target audience and stand out from their competitors.

In summary, while there may be lower SEO competition in Poland compared to other countries, businesses still need to invest in high-quality content, technical optimization, and link building to achieve a high ranking. Additionally, they need to be aware of online fraud and local competition, which can affect their ranking if not addressed properly.

What to consider when starting e-commerce in Poland?

Starting an e-commerce business in Poland can be a lucrative opportunity, given the growing online market and the country’s high internet penetration rate. However, there are several key factors to consider before launching an e-commerce business in Poland.

Here are some important considerations:

1.Legal requirements: E-commerce businesses in Poland need to comply with various legal requirements, including registering for VAT, obtaining necessary licenses, and adhering to consumer protection laws. It is crucial to ensure that the business complies with these regulations to avoid legal issues.

2. Local payment methods: Offering payment methods that are popular in Poland can help increase customer trust and improve conversion rates. Popular payment methods in Poland include bank transfers, credit and debit cards, and online payment systems like PayU and PayPal.

3. Logistics and shipping: Reliable and cost-effective logistics and shipping solutions are crucial for e-commerce businesses in Poland. It is important to consider factors such as delivery time, shipping costs, and returns management when selecting a logistics partner.

4. Localization: Localizing the e-commerce website to suit the Polish market is essential. This includes translating the website and product descriptions into Polish, displaying prices in the local currency, and considering local culture and consumer preferences when designing the website and marketing campaigns.

5. Competition: The e-commerce market in Poland is competitive, and it is important to conduct thorough research to identify competitors and understand their strategies. This can help the business differentiate itself and stand out from the competition.

6. Marketing: Effective marketing is crucial for the success of an e-commerce business in Poland. The business should consider using channels such as social media, search engine optimization (SEO), and paid advertising to reach and engage potential customers.

In summary, starting an e-commerce business in Poland requires careful consideration of legal requirements, payment methods, logistics, localization, competition, and marketing. By addressing these factors, e-commerce businesses can improve their chances of success in the Polish market.

Access to the internet in Poland

According to the latest data from the International Telecommunication Union, as of 2021, approximately 68.2% of the population in Poland has access to the internet. This equates to around 26.4 million people who have access to the internet in the country.

In terms of internet usage, statistics from StatCounter show that desktop devices accounted for 39.99% of internet usage in Poland as of March 2023, while mobile devices accounted for 57.85%. The remaining usage is from tablets and other devices.

The most popular web browsers used in Poland are Google Chrome (57.56%), Firefox (13.45%), and Safari (12.86%), according to StatCounter data from March 2023.

In terms of social media usage, Facebook is the most popular platform in Poland, with over 18 million users as of 2021. Other popular social media platforms in Poland include YouTube, Instagram, and TikTok.

In summary, Poland has a relatively high percentage of the population with access to the internet, and mobile devices are increasingly being used to access the internet. Businesses operating in Poland need to consider the preferences and behaviors of internet users in the country when developing their digital marketing strategies.

As of March 2023, there are more than 33 million internet users in Poland, which represents an internet penetration rate of approximately 87.3% of the total population. Here are some additional statistics related to internet access in Poland:

1.Mobile internet usage: Mobile internet usage is growing rapidly in Poland, with over 57.85% of internet traffic coming from mobile devices as of March 2023.

2. Internet speeds: As of 2021, Poland ranked 29th globally in terms of internet speed, with an average download speed of 97.57 Mbps and an average upload speed of 53.34 Mbps.

3. Broadband penetration: As of 2021, broadband penetration in Poland was around 43%, with around 16 million broadband connections across the country.

4. Social media usage: Social media is very popular in Poland, with around 81% of internet users in the country using social media platforms. Facebook is the most popular social media platform in Poland, followed by Instagram, YouTube, and TikTok.

5. E-commerce: E-commerce is growing rapidly in Poland, with around 56% of internet users in the country having made an online purchase in the past year. The most popular e-commerce categories in Poland include fashion, electronics, and household appliances.

Overall, internet access in Poland is widespread, with a high internet penetration rate and growing mobile internet usage. The popularity of social media and e-commerce is also driving significant growth in these areas. These trends provide opportunities for businesses to reach their target audience through digital channels and leverage the growth of the digital economy in Poland.

Digital advertising vs SEO in Poland – statistics

When it comes to digital marketing in Poland, businesses have two primary options for driving traffic to their websites: pay-per-click (PPC) advertising and search engine optimization (SEO). Here are some statistics about PPC and SEO in Poland to help you compare the two:

PPC Advertising:
– According to Statista, the digital advertising market in Poland is expected to reach over PLN 8 billion in 2023, with search ads accounting for the largest share of the market.

– The most popular PPC platform in Poland is Google Ads, which accounted for over 95% of PPC spending in 2020, according to Gemius/PBI.

– The average cost per click (CPC) for Google Ads in Poland varies depending on the industry and keywords, but it ranges from approximately PLN 1 to PLN 5.

– The conversion rate for PPC advertising in Poland varies depending on the industry and keywords, but it typically ranges from 1% to 5%.

– According to a study by Moz, on average, the first organic search result in Poland has a click-through rate (CTR) of approximately 27%, while the second and third results have CTRs of approximately 14% and 9%, respectively.

– According to SEMrush, the average time to rank on the first page of Google in Poland is approximately 2-3 months for low-competition keywords and up to 6-7 months for highly competitive keywords.

– The conversion rate for organic search traffic in Poland varies depending on the industry and keywords, but it typically ranges from 2% to 5%.

In summary, PPC advertising and SEO can both be effective strategies for driving traffic and conversions for businesses in Poland. While PPC advertising can provide immediate results and more control over targeting and messaging, it can also be more expensive and have lower conversion rates compared to SEO. On the other hand, SEO can be a longer-term strategy with a potentially higher return on investment, but it requires ongoing effort and time to achieve results. Ultimately, the best approach will depend on the specific goals, budget, and target audience of your business.

Do you need SEO services in Poland? Work with an experienced SEO agency!

Facebook/Instagram vs SEO – statistics in Poland

Comparing Facebook and Instagram campaigns to SEO in Poland can be difficult because they are different types of digital marketing strategies. However, here are some statistics to consider:

Facebook and Instagram campaigns: As of January 2022, Facebook has 19.7 million users in Poland, and Instagram has 13.3 million users, according to Datareportal. These platforms offer powerful targeting options, allowing businesses to reach specific audiences based on factors like demographics, interests, and behaviors. According to a report by Gemius, Facebook Ads is the most popular social media advertising platform in Poland, with a reach of 27.62% among internet users. Instagram Ads is also growing in popularity, with a reach of 15.75% among internet users. The average cost per click (CPC) for Facebook and Instagram ads in Poland varies depending on the industry and targeting options, but it can range from 0.30 PLN to 4 PLN or more.

1. SEO: As mentioned earlier, ranking high in organic search results is important for driving traffic to your website in Poland. According to a study by Sotrender, the top three organic search results on Google in Poland received over 75% of all clicks. The study also found that the click-through rate (CTR) for the first position in Google’s search results was 35.5%, while the CTR for the tenth position was only 1.1%.

2. In general, Facebook and Instagram campaigns can be effective for businesses that want to target specific audiences and drive traffic and sales quickly. SEO, on the other hand, is a more sustainable and cost-effective approach for businesses that want to improve their visibility and organic traffic over the long term.

Ultimately, the best approach will depend on the specific needs and goals of your business. For example, a business launching a new product or promotion may benefit from a Facebook or Instagram campaign to generate buzz and drive traffic, while a business with a strong online presence may focus more on SEO to maintain and improve their organic rankings.

Google vs Bing in Poland – statistics

According to StatCounter’s March 2023 data, Google dominates the search engine market in Poland, with a market share of over 95%. Bing, on the other hand, has a market share of less than 1% in Poland.
Here are some additional statistics about Google’s search dominance in Poland:

1. Google’s dominance in mobile search: Google also dominates the mobile search market in Poland, with a market share of over 98%, while Bing has less than 1% market share.

2. Google’s search volume: According to data from Ahrefs, Google processes over 22 billion searches per month in Poland, while Bing processes only around 170 million searches per month.

3. Google’s advertising dominance: Google Ads is the most popular advertising platform in Poland, with a reach of 38.25% among internet users, according to a report by Gemius. In comparison, Bing Ads has a very small market share in Poland.

4. Google Maps’ popularity: Google Maps is the most popular mapping service in Poland, with a market share of over 95%, according to StatCounter.

In summary, Google dominates the search engine market in Poland, with a market share of over 95%. Bing has a very small market share in Poland and is not a major player in the search engine market.

Businesses in Poland looking to improve their online visibility through search engines should focus their efforts on optimizing their websites for Google search, as this is where the vast majority of searches are taking place.

What budget do you need to start SEO in Poland?

The budget required to start SEO in Poland can vary widely depending on several factors, including the size of your website, the competitiveness of your industry and keywords, the level of optimization your website already has, and the specific goals you have for your SEO strategy.

In general, a small business looking to start an SEO campaign in Poland can expect to spend between 500 to 2000 PLN per month on basic SEO services, which may include keyword research, on-page optimization, and local SEO.

However, this budget may not be sufficient for businesses in highly competitive niches or those with larger websites.

For more comprehensive SEO services, businesses may need to invest more. This may include more extensive on-page optimization, link building campaigns, content marketing, and ongoing analysis and reporting. A medium-sized business in a competitive industry may need to spend between 5000 to 10,000 PLN per month or more on SEO services.

It’s important to note that SEO is a long-term strategy, and it may take several months before businesses start to see significant results. Therefore, businesses need to budget for SEO as an ongoing expense and not just a one-time cost.

Ultimately, the budget for SEO in Poland will depend on a variety of factors specific to your business and industry. It’s important to work with an experienced SEO agency or consultant who can help you develop a customized strategy and budget that aligns with your business goals and budget constraints.
Why to consider cooperation with a Polish digital marketing agency?

Digital marketing agencies in Poland offer services at a lower cost than other countries. Many of these agencies specialize in SEO, PPC, content marketing, email marketing and other digital marketing strategies. They have a deep understanding of the Polish market, which allows them to deliver effective digital marketing campaigns tailored to the needs of the local audience. Additionally, many of these agencies have experience in international markets, giving them the ability to develop strategies that can be executed on a global scale.

Things to do before:

1. Consider reviewing your digital strategy with a local specialist before entering the Polish market.

2. Cooperate with someone who knows inside-outs of the local intricacies in order to get the best results possible.

3. When considering working with a polish agency remember to check their credentials, case studies, communication skills and transparency with what is being offered. Most of the agencies should do a free quotation when asking for services.

Are you considering getting on the Polish market and looking for a strong and experienced partner who can help you with digital marketing?

If the answer is yes to this question then please do not hesitate and contact us today! Let us boost your visibility and sales in Poland!

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O autorze:

Wojciech Klecki

Jako Account Manager zajmuje się kompleksową obsługą klientów, włączając w to proces sprzedażowy usług agencji - od przygotowania briefu poprzez utworzenie strategii, analizę możliwości, aż po zarządzanie projektami i raportowanie. Do każdego klienta podchodzi w sposób profesjonalny i zaangażowany. Buduje partnerskie relacje, które przynoszą korzyść dla obu stron. W ramach pracy zainteresowany jest również obszarem analityki. Prywatnie od wielu lat prowadzi swoje studio muzyczne, gdzie zajmuje się produkcją muzyczną oraz prowadzeniem szkoleń dla osób zainteresowanych tego typu tematyką. Po godzinach wielki miłośnik biegania w terenie.

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