DalanovumByråindex 2026
This year's review of the industry: the home pages of 500 Swedish agencies that sell websites, SEO or marketing, measured between 20 October and 4 November 2026. All were measured with the same tools and the same rules, our own home page included.
The main findings
Five things that recur across the agencies, from privacy to AI visibility.
Visitors are tracked before they can choose
On many agency websites tracking starts before the visitor has answered the cookie banner, and the data often goes to US companies on the very first load. On some sites the tracking continues even after a no.
Lighter than the web, but not light
The typical agency home page weighs less than an ordinary web page. Even so, a large share of the home pages send far more than a single page needs.
The errors show up in an automated test
Most home pages have at least one serious error, such as low contrast or buttons without a name. These are errors an automated test finds in seconds.
The basic protection is usually missing
The security headers, which tell the browser how the page may be used, are missing on most sites. Few agencies also protect their domain against fake email.
Few pass their own basics
Few home pages pass all the technical SEO basics, and that includes the SEO agencies' own. AI search crawlers, on the other hand, are almost always let in.
Get the full report
The full report has nine chapters: privacy, performance, accessibility, security, SEO and AI, where the sites are hosted, what they are built with, the agency types and legal form. We send a personal link to your email. It works for 30 days.
Read more about what Byråindex measures and who is behind it.