DalanovumByråindex
An annual review of the industry. We measure the websites of Swedish web, SEO and advertising agencies: how they handle their visitors' privacy, which third-party services they load, and whether they get the technical basics right, the same basics they sell.
Byråindex 2026
Do agencies practise what they sell?
We have reviewed the home pages of 500 Swedish agencies that sell websites, SEO and marketing. All of them were measured with the same tools and the same rules, our own site included.
More than half track their visitors before the cookie banner is answered. Few home pages pass all the technical SEO basics, and that includes the SEO agencies' own. And most have errors that an automated accessibility test finds in seconds.
The report has nine chapters, from privacy and security to the platforms the agencies build on and how legal form shows in quality.
Read Byråindex 2026What we review
Every agency is measured the same way, with the same tools, and so is our own website.
Privacy
Whether visitors are tracked before they have made a choice in the cookie banner, and which third-party services load.
Technical basics
The basics that decide visibility in Google and in AI answers, which is what the agencies themselves sell.
Weight and speed
How heavy the home page is, and how much it loads from other companies' servers before the page can be used.
What is Byråindex about?
Agencies sell websites, SEO and marketing. Their own home pages show whether they do what they sell: whether visitors get to choose before they are tracked, whether the page is fast, accessible and secure, and whether it shows up in Google and in AI answers. Byråindex measures this every year, with the same tools and the same rules for everyone.
If you buy web or marketing services, the index shows what an agency delivers when it builds for itself. For the agencies, it is a yardstick to compare themselves against, year after year.
Byråindex is made by Dalanovum. Our founder was previously a CISO, responsible for information and cyber security. The method is open, and we measure our own website the same way as everyone else's. The findings are also a series of articles, starting with Do agencies track you before you say yes?