Building a Swedish SEO Strategy: Optimization Tips
Here’s everything you need to build a Swedish SEO strategy and successfully adapt your website for the Swedish market.
Category: Swedish language
Harnessing Swedish Transcreation Services for New Markets
Here we’ll explore the role, benefits and best use cases of Swedish transcreation in launching new products to Sweden.
Preserve Cultural Nuance With a Pro English-Swedish Translator
Cultural nuance is key to staying authentic and building deeper connections. Let’s explore the role of pro translators in preserving culture.
English to Swedish Translation Made Easy
Translators, stakeholders, customers… oh my! Streamline your next English to Swedish translations with our tips for simplifying your process.
Content Writing as an Added Service
Translators are natural wordsmiths. Here’s how to take advantage of translators to meet content writing needs in your target markets.
6 Keys to Localizing Your Software from English to Swedish
As you prepare your English to Swedish localization strategy, here are some key points to ensure a flawless software launch in Swedish.
How Much Does a Swedish Translation Cost? Pricing Swedish Translations
What goes into pricing a Swedish translation? This article covers how to determine the price of professional translations.
Digital Marketing and iSEO: Targeting the Swedish Market
iSEO is becoming increasingly important if you want to succeed in the Swedish market. It’s not enough to “translate your digital marketing content to Swedish anymore. Anyone wanting to reach customers in Sweden needs to “transcreate” their digital marketing and focus on iSEO. That means ranking well requires both a real understanding of what goes into Google’s algorithm and some knowledge of the cultural differences that influence how the Swedish live and shop online.
What Google Wants to See from Your iSEO
Before you dive into the SEO work, it’s essential to understand what Google is trying to do when it ranks websites. A lot of SEOs chase after the current algorithm. This leads to the development of short-sighted, low-effort strategies that become ineffective when search engines catch on. At the end of the day, Google wants one thing: happy customers. This is why they regularly update their formulas and use smart technologies to reflect the human decision-making process better.
Above all else, search engines want to reward sites that showcase expertise with well-written content that answers potential clients’ questions. Anything done to avoid providing real solutions, such as opting for straight translation or skipping the research stage, is likely to dampen your results. This is true no matter where you operate—including Sweden.
To ensure a successful digital marketing strategy in Sweden, you need to:
- Do Your Keyword Research: Keyword usage varies from location to location, even in areas where people speak the same language. Individuals in the southwestern United States, for example, sometimes look for “heater repair” when they’re trying to get their furnace fixed. See what terms work in your new market and see if your translator can accommodate them. With almost a quarter of Sweden’s population coming from outside the country, there are many cultural nuances to consider. An iSEO expert with cultural knowledge and linguistic skills can also help you with this.
- Look at Your Competitors: While no one wants to be a copycat, it’s a good idea to examine your competition’s SEO performance in your target market. Are they doing well? How much traffic are they getting? What phrases are they ranking for? Knowing the answers to these questions can help you develop a strategy for entering new markets.
- Hire a Professional Transcreator: When it comes to iSEO, simple translations are rarely enough. Just because a term works well in your home country doesn’t mean it will work abroad. For example, Americans are more likely to use the word “running shoes” for athletic footwear, while the British would be searching for “trainers.” This difference becomes starker when you cross the language barrier.
Things to Consider When It Comes to Sweden and iSEO
I’ve run into clients that thought they already had an SEO strategy for the Swedish market. Some of them had already spent on a subpar translation and a .se domain. But when I looked under the hood, the content was not up to par. They were using terms in ways that no Swedish speaker ever would. Or, trying to rely on fluffy, flowery language to make a sale—something that doesn’t work well in a country known for being upfront and moderate.
To help make things easier, I’ve broken down some key things you need to keep in mind when attempting Swedish iSEO:
- High Internet Adoption Rates: The Swedish people, known for their technological openness, took to the internet like ducks to water. An article from 2019 found that 98% of Swedish have access to the internet, and 95% use it regularly. Furthermore, half of the Swedish population uses a digital mailbox since it leads to quicker tax payments. This has allowed the government to reap efficiency gains and reduce paper consumption. It also makes things like spam mail less effective. So, you can’t afford to skimp on virtual marketing when it comes to capturing their wallets.
- Sweden’s SEO Industry Is Now Beginning to Fracture: Like the US, Sweden has had companies working with iSEO since the beginning. These juggernauts of digital marketing still make their voices heard, but their grasp on the market is slowly loosening. Many website companies are now including SEO in their digital marketing packages. But it’s important to note that not all of them do it well—especially when the content has to be translated. It’s often best to hire a transcreator with knowledge of iSEO instead of first doing the translation and then reach out for web services after the content is done.
- Flowery Messages Aren’t Effective: Swedes tend to prefer factual information to marketing fluff and banter. We don’t care about the useless buzzwords that clutter your content and aren’t convinced by pretty, contrived slogans. Instead, we emphasize practical information like battery capacity, measuring size, and verified studies.
- Their Profile Is Worth Looking At: The average Swede spends about 150 euros a month on online shopping, according to Delante. Before making a purchase, 53% of Swedes carefully analyze the information permitted to them. Almost one-fifth of them go so far as to visit a brick and mortar store. When investigating, they value transparency and demand high-quality products. Things hidden behind a paywall or demo aren’t likely to entice them.
- They Google First: Almost 97% of Swedes use the Google.se website to conduct searches. While Bing and Yahoo do have a presence, it’s minimal at best. So, to keep yourself from being too scattered, it’s often best to focus solely on Google and its algorithm. The work you put into Bing and other smaller search engines is usually not worth the return.
- Mobile First: Even before mobile phones became extensions of our arms, the Swedes used them to make regular purchases. That means that sites should not only be optimized for mobile but designed with it in mind. Enable AMP and speed test regularly to ensure your products are visible on slower connections. With how many Swedes have access to fiber-optic internet, this is likely to become less of a concern.
- Unique Demographics: While you might go to Sweden looking to capture the attention of natives, around a quarter of the population is from outside the country. Additionally, residents of Norway and other Nordic states often visit Sweden to find great sales offers. This means that you must take a locational approach to iSEO in Sweden—not just a language-based one.
Are You Looking for an English-to-Swedish Transcreator to help you with transcreation and iSEO for the Swedish market?
Though both the US and Sweden are technologically forward countries with a high mobile adoption rate, you won’t succeed in the latter if you cut corners and rely on cheap translation or localization. You need to take the time to analyze the market and find the perfect keywords for your target persona. With my certificates in “SEO Fundamentals” and “Mobile, International, and Local SEO” from SEMrush, I’m qualified to help you do both. I can also take things a step further and provide transcreated Swedish content that aligns with your marketing goals.
To discuss this further or get a quote for your Swedish iSEO solution, please reach out to me by email.
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Fun Swedish Words Absent from the English Language
What English takes a sentence to say, other languages can manage in a word. Recently, I’ve seen several blog posts pointing out these gaps in the English lexicon. Famous examples include bokusetto, a Japanese term for the act of gazing vacantly into the distance, and backpfeifengesicht, a German word describing a face in need of a punch. Sadly, many these lists seem to be sleeping on the richness and diversity of the Swedish language. As someone who prides themselves on their English-to-Swedish translation skills, I’d be remiss if I didn’t stand up for my mother tongue and show off some of its more unique phrases.
17 Swedish Terms with No English Equivalent
| Word | Definition | Example Uses in English |
| Fika | Near and dear to Swedes everywhere, this word is used to describe the action of “going for coffee.” Though people might think it’s easier to use the word coffee break, this phrase is a lot more culturally loaded than that—something those trying to translate from English to Swedish must be aware of. And, don’t try to tell Swedish people to use the term “elevenses” or “coffee” instead; they might throw their kanelbulle at you. | “It’s been ages since we talked! Let’s meet up Saturday for a fika.” |
| Hinna | This common Swedish word can be interpreted as “having the time to do something” or “being on time.” It’s sometimes used as a helping verb or a quick hand way to express doubt of on-time arrival. Like many Swedish words, this one hails from Old Norse. | “I can’t go to the moves tomorrow. I don’t hinna.” |
| Fulparkerare | Best translated as “ugly parker,” this phrase denotes someone who parks his or her car sloppily or selfishly. Many people use it for those who take up handicap spots or stray outside the lines. | “That is not a parking spot! What a “fulparkerare” he is. |
| Mysa | One of my favorite Swedish words, this verb embodies the act of relaxing and having a good time. Many Swedish families, looking to recharge after a long work week, schedule mys every Friday. This is so common that a separate term was created to describe it: “fredagsmys.” | “I am finally done with this Swedish translation, just in time for the weekend. Now I am just going to “mysa” in front of the fire, while it is snowing outside. |
| Farfar/Farmor/Morfar/Mormor | In Swedish, there are specific words for each of your grandparents. Note that “mor” means mother and “far” means father. So, a morfar is your mother’s dad, while a farfar is your father’s dad. | “My farfar was amazing! He fought in World War II. I’ve never met my morfar, though.” |
| Kilkompis/Tjejkompis | In America, you always have to clarify whether someone is a boyfriend or your friend that’s a boy. In Swedish, the latter is called a Kilkompis or Tjejkompis . Your paramour, meanwhile, is referred to as a “pojkvän” or “flickvän”. | “I went to the movies with Billy yesterday! And, no, it wasn’t a date. He’s just a killkompis.” |
| Sambo | If you live with your significant other but haven’t tied the knot, you can use the word “sambo” to describe them. In a country where this arrangement is common, this word was a lexiconic necessity. | “We’re moving in together tomorrow! It’ll be nice to go from girlfriend to sambo.” |
| Lagom | Remember Goldilocks and the Three Bears? This word is the equivalent of that story’s “just right.” As Swedes tend to live in a state of moderation, this phrase is often seen as the country’s unofficial motto. | “This apartment is just “lagom” for a student. Or, “Lagom” is best.” |
| Nomofob | Adapted from the much clunkier English phrase (“no mobile phone phobia), this is how Swedes describe a person who is hopelessly addicted to their cell phone. | “I can never let my phone sit and charge! I’m a total nomofob.” |
| Ogooglebar | A more recent addition to the Swedish language, this adjective is best translated as “ungoogleable.” It’s often used to refer to someone with little to no online history. | I met this cute guy at the store, but I’m scared to meet him. He’s totally ogooglebar! |
| Orka | Similar in use to hinna, this verb is best understood as “having the energy to do something.” Though it may sound like it, it has nothing to do with The Lord of the Rings. Some people (like moody teenagers) use the term in a sarcastic sense. | “Do you orka to pick up the dry cleaning after work?” |
| Duktig | Anyone trying to learn Swedish will probably have this word thrown at them. Though hard to describe succinctly in English, it’s a term that combines working well with working hard. It’s often used condescendingly. | “The speed of your Swedish translation services astounds me. You must be very duktig!” |
| Solkatt | An amalgamation of the Swedish word for “cat” and “sun,” this term is used to describe the blinding light that glints off small pieces of glass. | “That’s where that reflection was coming from! It was just a “solkatt” from your watch.” |
| Mångata | These is is one of my favorite words. It refers to the road-like reflection of the moon in the water, literally “a moon street”. | “Look at that beautiful “mångata” across the lake tonight.” |
*For a full list of Swedish words with no English counterpart, check out this thread from Eunoia.
Looking for Someone to Translate Your English Marketing for the Swedish Market? Even If You Don’t Know the “Lagom” Words?
As our mini vocab lesson shows, English and Swedish are distinct languages shaped by culture and history. This can make it hard for US-based businesses to hit it big in the Nordic markets without the use of a English-to-Swedish specialist translator and transcreator. Transcreation can be the difference between a text that misses its mark and one that makes customers act.. Because, while 90% of Swedes speak fluent English, most of them prefer content to be delivered in their mother tongue. While the languages are closely related, it takes a true maestro to bridge the differences between them.
If you need a marketing expert to help you find the right words for your online content or ad, contact me to schedule a no-obligation consultation.
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Everything You Need to Know About Swedish Content Marketing and Localization
Let’s look at what localization is and how you can put it to work in your English to Swedish content marketing.
In a global society where consumers can conduct business with companies halfway around the world in seconds, it’s common to forget that individual markets still matter.
Studies show that geo-targeted posts on social media earn six times the engagement as those that offer “global appeal”. What’s more, website visitors are likely to stay on a website longer if the content is in their native language.
Localization is becoming one of the largest missed opportunities to grow your global markets, and it’s a factor that businesses won’t be able to afford to overlook much longer.
What Is Localization?
Briefly, localization refers to adapting content for a specific market or country. More than just translating a website into a person’s native language, localization also combines things like traditions, values, culture, and imagery to create a truly native look and feel.
Pursuing any type of cross-border content strategy, whether you’re venturing into one country or 10 countries, requires a local-first mentality to ensure you’re connecting with your audience the way they’re receptive to.
Best Practices for Content Marketing: English to Swedish
If you’re pursuing a content marketing strategy across borders, put these best practices to use to maximize your ROI:
1. Hire a Professional English to Swedish Translator
Turning English content into Swedish is rarely a word for word translation. Hiring a professional translator who is skilled in both languages and can apply cultural aspects to the content will make your content effective and impactful.
2. Diversify Your Messaging
The content you create for your English audience won’t necessarily have the same effect on your Swedish customers. For example, if you’re telling Americans how it’s raining cats and dogs, telling your Swedish buyers “det regnar katter och hundar” won’t do you any favors. In fact, poor translations like this will only make your business appear ill-suited for their market.
Instead, you can diversify your messaging and tailor it to local interests. Not every audience needs to receive the same campaign.
3. Reflect the Culture and Imagery
Coca-Cola earned the attention of Chinese buyers by putting Chinese celebrities on its cans. It was a simple yet powerful move that helped to localize the company to the intended market.
Using cultural icons, history, imagery, or other notable factors can help you to blend seamlessly with the audience and make you a part of their society.
Get Professional English to Swedish Content Marketing
The secret’s out: professional English to Swedish translation gives your content marketing the best chance to appeal to your international audience.
To find out more about translation services, contact Tess to schedule a free consultation.
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