Why You Can’t Copy-Paste Your SEO Strategy Across DACH Markets
When we talk about the DACH market, we’re referring to Germany (D), Austria (A), and Switzerland (CH)—a region with a combined population of 100 million people. That’s a market size no internationally expanding business can afford to ignore. In fact, this is twice the population of Spain and 1.5 times that of the UK.
Many businesses treat these three countries as a single market because they share the same language (German) and are geographically close. The logical conclusion? They must be quite similar. But reality is far more complex.
There are significant differences in search behaviour, language variations, competition, SERPs, and ranking factors. This means that an SEO strategy that works well in Germany might completely fail in Austria or Switzerland.
In this article, we’ll take a deep dive into the key differences between these three countries, how to approach SEO for each of them, and what you need to keep in mind to achieve success in the DACH region.
Search Behaviour: Do German, Austrian, and Swiss Users Search Differently?
First, let’s take a closer look at how search behaviour differs across these three countries and what matters most to users in each market. Often, comparisons focus on how Austria and Switzerland differ from Germany, as Germany is the largest and most dominant market in the DACH region. However, if you want to succeed in all three countries, you need to understand the distinct search mindsets of users in each one.
Switzerland: Local Focus and Shopping Barriers
Swiss users pay close attention to where a website is from—especially when shopping online. The reason is simple: Switzerland is not in the EU.
This creates two major barriers:
Currency: Switzerland uses Swiss Francs (CHF), not the Euro.
Customs & Shipping Costs: International shipping often comes with unexpected fees and long delivery times.
Because of these challenges, Swiss consumers strongly prefer .ch domains, as they can shop with confidence, knowing they won’t face hidden costs or delays.
For informational searches, behaviour is different. Since most German-language content online comes from Germany, Swiss users often refer to German websites for general information. However, they sometimes find that this content doesn’t fully resonate with them. This is often due to language differences, as Swiss German has a strong French influence and unique vocabulary. Some words are entirely different, making German content feel foreign.
Swiss users value local businesses and Swiss-made products highly. A “Swiss Made” label can be a strong decision factor. A prime example of this is Amazon: Switzerland doesn’t have its own version of Amazon, so instead, users turn to local e-commerce alternatives like Galaxus and Digitec, rather than ordering from Amazon Germany.
Germany: The Largest and Least Selective Market
In Germany, users generally don’t care much whether a website is from Germany, Austria, or Switzerland. The reasons:
The German market is huge, so local results dominate search rankings.
Most German-language content online originates from Germany.
The likelihood of landing on an Austrian or Swiss website by accident is low.
This means that domain extensions like .at or .ch have little impact on whether Germans engage with a website—unless they are searching for something highly location-specific.
Additionally, when international businesses enter the DACH market, they typically focus on Germany first. This means that SEO research, localization, and content creation are often designed with German users in mind—giving them exactly what they need and reinforcing Germany’s dominance in search results.
Austria: It Depends on the Topic
Austrian search behaviour is more situational. For general searches and online shopping, Austrians happily use German websites, just as German users do. The reason? Most German online shops ship to Austria without extra costs. For example, there is no separate Austrian version of Amazon—Austrians simply use Amazon.de, which includes Prime benefits also for Austria.
The big exception to this rule is legal and regulatory information. Here, Austrians need content that is specific to Austrian laws and regulations—not German ones.
A great example is invoicing requirements: Many German websites provide information on how to write an invoice, but Austrians must ensure that these guidelines align with Austrian law, not just German standards. So they seek out Austrian websites on purpose for topics like this.
Language, Tone & Regional Vocabulary
One of the most significant distinctions between the DACH countries is their communication style and language preferences. In Germany, business language tends to be formal, and addressing customers with "Sie" is the standard. In Austria and Switzerland, however, an overly formal tone can feel distant, cold, or even arrogant. While the level of formality depends on the industry, the general communication style in Austria and Switzerland is noticeably more relaxed than in Germany.
Linguistic differences also have a strong impact on search behaviour. Swiss users can immediately tell if a website originates from Germany based on spelling and vocabulary alone. One clear example is the letter "ß" (sharp S), which is widely used in Germany and Austria but does not exist in Switzerland, where it is always replaced with "ss."
Beyond spelling, vocabulary differences between the three countries further emphasize the need for localization. Although all three speak German, each has its own distinct dictionary. Austria has "Austriazismen"—words and expressions unique to Austrian German—while Switzerland has even more regional terms, known as "Helvetisms". These variations make content localization and country-specific keyword research crucial to ensure that businesses use the appropriate terminology for each market. Without proper adaptation, content may feel foreign to local users, ultimately reducing engagement and trust.
How SERPs Differ in Germany, Austria and Switzerland
When analysing Google’s search results, there are several important differences to consider. From SERP features that are not yet available in smaller markets to variations in ranking factors, these differences can significantly impact SEO strategies. The latter is largely influenced by distinct search behaviours across the three countries.
Since 2024, we officially know that click data and user behaviour play a role in rankings. This makes it unsurprising that certain websites may be more prominent in Switzerland than in Germany, and vice versa.
Now, let’s take a closer look at two of the most important aspects of SEO in the DACH region: SERP features and domain endings.
SERP Features
In general, SERP features are first introduced in the German version of Google before being rolled out to Austria and Switzerland. However, even when these features are available in all three countries, they may appear differently or not at all, depending on the market.
Let's take a look at an example by comparing the SERPs for the term “Ernährungsberatung” (nutritional advice), a highly competitive commercial keyword with a strong local focus.
“Ernährungsberatung” in Germany
In the German search results, the first element that appears is the local pack showing places across Germany, as Google cannot determine my exact location.
Immediately after, there is another local element, displaying businesses along with their websites.
Next comes the "People also ask" box, followed by the traditional 10 blue links.
Interestingly, no Google Ads are displayed in the German SERPs—at least in my case, searching from an undefined location. This could be due to the local intent of the keyword, meaning advertisers may be targeting specific cities rather than the entire country.
“Ernährungsberatung” in Austria
In Austria, the first thing that stands out is the presence of Google Ads at the top of the SERP.
Following the ads, we see a business directory-style element, which looks more outdated compared to the German SERP layout.
Next comes the map with local results, followed by the "People also ask" box.
Below that, there are two organic results, followed by another local business element, which appears similar to the German SERPs but without a map, making it look more like an older version of the local pack.
Finally, the remaining organic blue links appear, as expected.
“Ernährungsberatung” in Switzerland
The Swiss SERP begins with a map, similar to Austria.
Next, there is a single organic result, followed by the "People also ask" box.
After that, the rest of the page consists of traditional blue links, with no additional SERP features or distractions. Compared to Germany and Austria, the Swiss SERP appears much cleaner and less cluttered, suggesting that Switzerland might not have received the latest updates to some SERP features.
What This Means for SEO
These differences highlight the importance of analysing SERP features on a country-by-country basis, rather than assuming they will be the same across the entire DACH region.
For some keywords, ranking with a simple blue link may be easier in one country than another, simply because of the way Google structures the search results. By comparing SERPs side by side, you may uncover unexpected ranking opportunities that wouldn’t be as visible in a single-country analysis.
The Challenges of Keyword Research in German
When conducting keyword research for the DACH region, two critical factors must be considered: search volume and language variations.
Search Volume
One of the biggest challenges in keyword research for Austria and Switzerland is their significantly smaller population compared to Germany. While Germany has 83 million inhabitants, both Switzerland and Austria have only around 9 million each. This means the potential search volume in these markets is considerably lower—a crucial factor when prioritizing keywords.
Switzerland presents an additional complexity: its four official languages. Only 62% of the population speaks German, which translates to roughly 5.6 million people. The remaining population is split between French (22% / ~2 million people), Italian (8% / ~700,000 people), and Romansh (0.5% / ~35,000 people). This linguistic diversity makes keyword research for Switzerland even more challenging, as searches are fragmented across multiple languages.
As a result, search volumes in Austria and Switzerland are significantly lower than in Germany, which can complicate SEO strategies. A long-tail keyword approach that works well in Germany may not be viable in Austria or Switzerland simply because there is no data available for these keywords—many of them will appear as having zero search volume in keyword tools. This can also make prioritization difficult, as Austrian and Swiss search volumes often appear insignificant when compared to Germany, even though they might still represent valuable opportunities within their respective markets.
For anyone presenting a keyword-based strategy to clients or stakeholders, it is essential to set realistic expectations and avoid direct comparisons to German search data, as it may not reflect the potential of Austria and Switzerland accurately.
Language Variations
Given the differences in search volume, one might assume that the simplest solution is to conduct keyword research in Germany and apply the same strategy to Austria and Switzerland. Unfortunately, this approach does not work due to significant language variations across the three countries.
Switzerland, in particular, has adopted many French-influenced words, making keyword alignment even more complex. My favourite example is bicycles:
In Germany, the standard term is “Fahrrad”.
In Austria, both “Fahrrad” and “Rad” are commonly used.
In Switzerland, the dominant term is “Velo”, a direct borrowing from French.
However, since many Germans and Austrians live in Switzerland, some users may still search for “Fahrrad”, further complicating keyword targeting.
Additionally, keyword research tools often differentiate only by country, not by language, which means that Swiss keyword data frequently includes French and Italian search terms alongside German ones. This lack of linguistic segmentation can lead to skewed search volume estimates and makes it difficult to determine which keywords truly matter for Swiss German-speaking users.
To develop a truly effective keyword strategy for the DACH market, it is essential to consider both linguistic and regional differences, rather than simply applying a German-based strategy across all three countries.
Conclusion: A Tailored Approach is the Only Way to Win
One of the most common mistakes in SEO is treating the DACH region as a single market. While Germany, Austria, and Switzerland share a language, their search behaviours, competitive landscapes, and linguistic nuances make them three distinct ecosystems, each requiring its own strategy. A one-size-fits-all approach often leads to poor visibility in Austria and Switzerland, as it fails to account for local preferences and market conditions.
Always remember: DACH is not one SEO market—it is three. Success in the DACH region requires localized keywords, tailored content, and a deep understanding of how each country thinks and searches. Only by adapting your strategy to each country can you truly maximize your SEO potential in Germany, Austria, and Switzerland.
Article by
Dani Leitner
Dani Leitner is an independent SEO consultant based in Zürich, Switzerland. She specializes in helping international and local companies succeed in the DACH region by developing localized strategies that actually work across Germany, Austria, and Switzerland. With a background in IT project management and years of agency and freelance experience, Daniela brings a mix of technical SEO skills, cultural insight, and a no-BS attitude to every project.
When she’s not speaking at international SEO events or running workshops, she’s probably testing AI workflows, writing newsletters, or planning her next hiking trip. Connect with her on LinkedIn or visit her Website to learn more.
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