expressen.se
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Expressen: The Swedish News Behemoth
A 150-year-old giant dominating digital news with 29M monthly visits
In a world where legacy media struggles to pivot, Expressen stands as a rare exception: a 150-year-old newspaper that has successfully transformed into a digital-first news powerhouse. With 29.5 million monthly visits and direct traffic accounting for 72% of its audience, this isn't just a website—it's a daily habit for nearly one-third of Sweden's population.
"Expressen has achieved what most legacy media can only dream of: converting brand loyalty into digital dominance, where 7 in 10 visitors come directly to the site, bypassing search engines entirely."
The Direct Traffic Moat
Expressen's traffic composition reveals a masterclass in brand building. With 72% direct traffic—far exceeding the industry average—they've built a fortress of loyalty that algorithm changes cannot erode. This isn't accidental; it's the result of decades of brand equity translating into browser bookmarks and app notifications. For founders, this is the ultimate validation: when users bypass Google to reach you directly, you've won.
The SEO Paradox
Despite 21.8 million backlinks and dominant keyword rankings for 'expressen' (224K monthly searches), organic search only drives 20% of their traffic. This reveals a counterintuitive insight: Expressen's strength isn't SEO—it's habit formation. While competitors chase algorithmic visibility, Expressen has optimized for human routine. Their 'expressen nyheter' keyword gets just 740 monthly searches, proving their audience doesn't need to search for what they already know how to find.
The company's tech stack tells a story of pragmatic evolution. They're not chasing bleeding-edge frameworks—they're using battle-tested tools like Tailwind CSS, Bootstrap, and Google Tag Manager. This isn't a tech startup trying to reinvent the wheel; it's a mature media operation optimizing for reliability and scale. The presence of DoubleClick Floodlight suggests sophisticated ad operations, while Didomi indicates GDPR compliance at scale—a non-negotiable for any European media company.
- 72% direct traffic demonstrates exceptional brand loyalty and habit formation
- 21.8M backlinks show domain authority that competitors struggle to replicate
- 150-year legacy provides trust that new digital-native outlets lack
- Multi-platform presence (TikTok, Instagram, Twitter) shows adaptability beyond traditional news
The Legacy Advantage in Digital Times
Expressen proves that brand equity, not algorithms, builds lasting media empires
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5 keywordsHow is Expressen's SEO?
Open Graph Image
https://www.expressen.se/images/logotype-for-sharing.png
Meta Tags
Nyheter - senaste nyheterna i Sverige och världen
Sveriges bästa nyhetssajt med nyheter, sport och nöje!
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Expressen
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Reviews (2)
Basically they and Nord are LIARS
Basically they and Nord are LIARS. Express make bold claims of being the best BUT the product does NOT work. I specifically wanted a VPN to access ITVX while abroad and Sky emails and need a VPN for both. NORD was just a nightmare the dozy arrogant prats kept sending the set up code to a Gmail account I no longer have. I specifically opened a new AOL email specifically for NORD sent around 50 emails telling them NOT to send to any Gmail account and ONLY to the AOL email. They ignored all emails and I could never get set up and asked for a refund. Then tried Express with all the bold claims and they are complete waste of time as whenever I tried to access ITVX got error code 01-01 which means the site knows you are using a VPN and outside the UK. Now back with Proton and it took less than a minute to set up. Got access to Sky emails and ITVX immediately AND they are cheaper than both Nord and Express. Not a lot in it. But be warned AVOID - Express and Nord - use Proton
Especially if you’re not native and…
Especially if you’re not native and have to communicate in English, don’t choose Expressen. Customer service speaks poor English and writes short replies. Did not expect that kind of service quality when considering that Expressen is quite known in Sweden.
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About expressen.se
Sveriges bästa nyhetssajt med nyheter, sport och nöje!
Company Overview
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Technology Stack
expressen.se uses 10 technologies across their website including Font Awesome, Ghost, Didomi, and more.
Fonts
Font Awesome
CMS
Ghost
Privacy & Consent
Didomi
Advertising
DoubleClick Floodlight
Analytics & Marketing
Google Tag Manager
Performance
Lazy Loading
Traffic & Audience
expressen.se receives approximately 29.5M monthly visitors and ranks #2,085 globally. The website has a bounce rate of 43% with visitors viewing an average of 3.3 pages per visit. Users spend an average of 4:15 on the site.
The majority of expressen.se's traffic comes from undefined, undefined, .
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This page provides publicly available information about expressen.se. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit expressen.se directly at https://expressen.se.