The DACH region includes Germany, Austria, and Switzerland. With its combined population of over 100 million people, it is a diverse and lucrative market for businesses looking to expand their online presence. Germany alone accounts for around 83 million people, making it the largest German-speaking country, followed by Austria with 9 million, and Switzerland with 8.5 million, of which approximately 5.4 million are German speakers.
The DACH region has significant economic power, with a GDP of over €4 trillion, with Germany being Europe’s largest economy. In this article, we will address key differences in the German-speaking markets and how they impact SEO strategies.
Language Differences within DACH
German is the primary language across the DACH region, but there are local variations and these are important to keep in mind when targeting keywords. For example, the word for “potato” differs between countries: in Germany, it’s “Kartoffel,” in Austria it’s “Erdäpfel,” and in Switzerland it’s “Härdöpfel”. The translation for word “breadroll” is “Brötchen” in Northern Germany, “Rundstück” in Hamburg, “Schrippe” in Berlin, “Weck” in South West Germany, “Semmel” in Austria and Bavaria, and “Büürli” in Switzerland. These linguistic differences influence how people search online.
Good Practice: Tailor your keywords to each country’s preferences. Use Google’s Keyword Planner and filter for Germany, Austria, and Switzerland rather than selecting “German” as a blanket language setting, or use tools like Ahrefs to look for keywords in the specific countries.
Poor: Directly translating keywords from English into German or using the same keywords across all DACH countries. Generic translations can fail to capture localised search behaviour, by not understanding the nuances and may miss the target audience.
Use of Formal Language
German-speaking markets, particularly Germany and Switzerland, place great value on formality. While casual language works well in English-speaking markets, the DACH region often expects a more formal tone, especially in business or professional contexts. The formal “Sie” (formal “you”) is commonly used in professional settings, while “du” (informal “you”) is reserved for casual interactions. Additionally, the use of titles like “Dr.” and “Prof. Dr.” is more common when addressing individuals who hold these titles.
However, it’s also important to note that this reflects a cultural shift. While the boomer generation may feel offended by the use of “du,” for Gen Z, “du” feels more modern and is increasingly accepted.
Tip: Using “du” in business contexts can come across as overly familiar or even unprofessional. It’s best to start with “Sie” and wait for the counterpart to suggest using “du.” For German SEO, the target audience will determine whether “Sie” or “du” is appropriate. In B2B (business-to-business), “Sie” is often, but not always, the better option. In B2C (business-to-consumer), it depends on both the age of the target audience and the product.
Keyword Strategy: Long-Tail Keywords and Compound Words
German is well-known for its compound words, which creates a strong opportunity for long-tail keywords. For example, in English, “running shoes” consists of two words, while in German it’s a single word: “Laufschuhe” or “Joggingschuhe”. Long-tail keywords and compound terms are common in German search queries, making them important to consider when developing a DACH SEO strategy.
Accents in the German Language
German words often include special characters like “ä”, “ö”, and “ü”, which must be correctly encoded in content and metadata. However, do not use these characters in URLs, as they can cause technical issues.
Tip: Ensure accurate use of accents in content and meta descriptions, but avoid using them in URLs. Instead, transliterate them as follows: “ä” becomes “ae,” “ü” becomes “ue,” and “ö” becomes “oe.” For example, the English band “Motörhead” would become “Motoerhead” in a URL.
Browser Preferences in the DACH Region
Although Google Chrome dominates the browser market globally, browser preferences in the DACH region show more diversity:
- Germany: While Chrome is popular, Firefox has also a strong user base due to Germany’s emphasis on privacy and data protection. Safari also has a notable share among Apple users. Ecosia, has gained some traction in Germany.
- Austria: Chrome leads in Austria, followed by Safari and Firefox.
- Switzerland: Chrome remains the top browser, but Safari has a stronger presence in Switzerland compared to the other two DACH countries, likely due to higher Apple product adoption.
Tip: Optimise websites for performance across different browsers, with special attention to Firefox, Chrome, and Safari.
Payment Preferences and E-Commerce
E-commerce behaviors in the DACH region differ from other markets, particularly regarding payment preferences. In Germany, many customers prefer open invoices, meaning they order items and pay within 14 days after delivery. According to a recent study from the Bundesbank, debit card payments accounted for just 27%, while cash still accounted for 51% of everyday transactions. In contrast, Switzerland and Austria show slightly higher adoption of credit cards, but alternative payment methods like PayPal are also widely used.
- Germany: Credit card penetration is lower than in other markets, with around 37% of online payments alone made by credit card. Open invoices and PayPal dominate.
- Austria: Similar trends to Germany, though credit card usage is slightly higher.
- Switzerland: Credit card penetration is higher than in Germany and Austria, with approximately 76% of the population owning credit cards according to a recent study from the Swiss National Bank.
Imprint, Certifications and Security
Trust is a major factor for consumers in the DACH region, particularly in Germany. Certifications such as “Trusted Shops” or SSL security badges are important for building credibility. Germans, in particular, are cautious online shoppers and value transparency and security. An “Impressum” (imprint) with detailed business information is not only expected but is mandatory for German companies. Not having one, because it isn’t a requirement for companies outside of Germany would still make some users suspicious.
Competitor Analysis and Content Strategy
The SEO landscape in the DACH region is competitive, especially in Germany, the largest economy in Europe. Generic content strategies that work in English-speaking markets won’t be as effective here. Like elsewhere, users are savvy, and the German-speaking audience values precision and depth of information. A thorough competitor keyword analysis can not only generate target keyword ideas but also help identify content gaps.
Link Building in the DACH Region
Backlinks from local websites are essential for successful SEO in the DACH region. Gaining backlinks from trusted German, Austrian, or Swiss domains can improve local search rankings. Focus on building backlinks from local sources such as blogs, news outlets, and industry websites. Guest posting or collaborating with local influencers can also help to enhance your visibility.
Conclusion
SEO requires frequent monitoring and adaptation. Search behaviour across the different regions, competitor strategies, and algorithm changes must be regularly assessed. From region-specific keywords to payment preferences and browser compatibility, these factors are important to consider when trying to meet the needs of German, Austrian, and Swiss consumers.