SEO in Denmark: the complete 2025 guide (human-first, AI-ready)

Want to rank in Denmark—and stay there? This guide gives you a practical, senior-level playbook built for Danish search behavior, Danish language quirks and today’s AI-augmented SERPs. It’s written for decision-makers who care about growth, not vanity metrics.

1) The Danish search landscape in 2025

  • Google dominates Danish search. Over the last 12 months Google held ~90–91% market share across devices, far ahead of Bing. On mobile Google’s share is ~95%. StatCounter Global Stats+1
  • Mobile is default. Mobile devices now drive ~64% of global web traffic—optimize mobile first, not as an afterthought. Exploding Topics

Implication: speed, interaction responsiveness and above-the-fold clarity are non-negotiable. See the Core Web Vitals targets in section 5.

2) Keyword research for Danish: think in entities, compounds and intent

Danish has sammensatte ord (compound words) like “hjemmelevering” and “børnetøj”. Users often search as one long word rather than spaced variants. Track and target both forms and map them to the same intent. DanishClass101.

Tactics that work in Denmark

  • Build entity maps around topics (e.g. “håndværker i København” → carpentry, permits, insurance, materials). Then cluster supporting pages.
  • Capture compound + city pairs (“tandlæge Amager priser”, “el-installatør Nørrebro døgnvagt”).
  • Include seasonality and Danish events (Jul, Påske, konfirmation, Black Friday).
  • Normalize slugs (convert æ/ø/å safely) and keep titles readable. .dk domains allow the Danish letters, but slugs and systems should be UTF-8-clean to avoid encoding issues.

Tools & outputs

  • Build a topical keyword sheet with: query, intent, entity, stage (TOFU/MOFU/BOFU), primary page, support pages.
  • Feed your sheet into a topic cluster plan for internal linking (section 4).

3) Local SEO that actually moves the needle

Google Business Profile (GBP)

  • Lock NAP, categories, service areas, Danish description and weekly Posts (offers, events, updates). Posts influence visibility and drive actions directly from Search/Maps.
  • Add fresh photos and short videos; Google encourages this and users engage more with visual, up-to-date profiles.

Trust & citations in Denmark

Secure consistent listings on Krak and De Gule Sider, and ensure correctness on 118.dk. These are still among the country’s most-visited directory properties. 

Need it done for you? Our team handles GBP optimization, listings and local content: and SEO.

4) On-page content that wins in Danish SERPs and AI answers

Traditional SEO now shares the stage with AEO (Answer Engine Optimization). Your content must be quotable and summarizable by large language models and Google’s AI Overviews (formerly SGE).

Page blueprint (repeat on every money page):

  • H1: clear problem + value for Danish audience.
  • Lead: 2–3 lines with primary intent and entity terms (not keyword stuffing).
  • H2s that mirror common sub-questions; add a TL;DR box with bullet answers.
  • FAQ with concise, factual answers (mark up with FAQPage schema—see bottom).
  • Internal links to cluster pages and service pages
  • Trust elements: prices/examples where possible, Danish case snippets, process clarity, accreditations.

5) Technical SEO for Denmark: Core Web Vitals, hreflang and clean slugs

Core Web Vitals targets (2025):

  • LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1 (measure at the 75th percentile).
    Use a CDN, prioritize the LCP resource, and reduce JS to hit the targets.

International & Nordic variants: If you run Danish + English/Swedish, implement hreflang (da-DK, en-DK, sv-SE/da) and keep navigation consistent.

URLs & encoding: If your CMS permits Danish letters in slugs, ensure true UTF-8 and robust redirects from ASCII fallback (*“aa” for “å” mishaps). Keep URL length short and human-readable. 

6) Link earning & Danish digital PR (no fluff)

  • Local authority first: trade associations, chambers, universities, Danish NGOs.
  • Data-led stories: publish mini studies (e.g. Copenhagen vs. Aarhus search behavior), pitch to local media.
  • Partners & suppliers: co-author resources and get contextual links.
  • Events & sponsorships: support Danish community events—earn links from .dk domains that people actually visit.

7) Measurement that tells you what to do next

  • Rank tracking (desktop + mobile, national + city-level).
  • GSC: impressions, CTR, AI Overviews aftermath on long-tail.
  • CWV field data (CrUX via PageSpeed Insights) to validate real-user performance.
  • Local pack tracking (map visibility, not just blue links).
  • Attribution: track assisted conversions from organic + local.

8) Your 30-day execution plan

Week 1

  • Technical audit (CWV, indexation, hreflang), slug standardization, analytics sanity check.
  • Build entity map + keywords for 1 core service.

Week 2

  • Write/update 1 cornerstone page with TL;DR, FAQs, schema.
  • Publish 2 supporting articles answering adjacent sub-topics.
  • GBP overhaul and 2 Posts.

Week 3

  • Speed tickets (image compression, LCP priority hints, JS reduction), internal linking across cluster, add case proof.

Week 4

  • Local citations (Krak, De Gule Sider, 118.dk).
  • Publish 1 data-led PR pitch; outreach to 3 relevant Danish sites.

Need a partner who’ll actually ship this? Talk to us: Contact us

Why partner with BESA Digital

We build search assets—content and technical foundations that win in classic Google and in AI-generated answers. Explore our approaches to,  AI-SEO and, then let’s map your first 90 days.

3D art of a computer and SEO

FAQ

How dominant is Google in Denmark?
 Roughly ~90–91% market share across devices (last 12 months). On mobile, ~95%. Prioritize Google, but don’t ignore Bing for incremental wins. StatCounter Global Stats+1

What Core Web Vitals should we hit in 2025?
 LCP ≤ 2.5s, INP ≤ 200ms, CLS ≤ 0.1 at the 75th percentile—especially on mobile. web.dev+1

Do Danish letters (æ, ø, å) hurt SEO?
 .dk domains accept them; ensure UTF-8 everywhere and keep slugs short. Provide redirects from transliterated variants if needed. Stack Overflow

Which Danish directories are worth it?
 Prioritize Krak, De Gule Sider and correctness on 118.dk for citation consistency. Similarweb.

Is AEO/AI-SEO really necessary now?
Yes—Google’s AI Overviews and LLM answers are changing click flows. Structure content to be reusable in summaries and snippets. 

Where can I get help?
Start here: Contact us

Call to action
Ready for a quick audit and 90-day plan? Contact us —we’ll map opportunities and ship the first wins. Besa Digital.