Frey built a great temple at Upsal, made it his chief seat, and gave it all his taxes, his land, and goods. Then began the Upsal domains, which have remained ever since.[1] (http://www.northvegr.org/lore/heim/000_02.php)
Gesta Danorum:
Also Frey, the regent of the gods, took his abode not far from Upsala, where he exchanged for a ghastly and infamous sin-offering the old custom of prayer by sacrifice, which had been used by so many ages and generations. For he paid to the gods abominable offerings, by beginning to slaughter human victims.[2] (http://sunsite.berkeley.edu/OMACL/DanishHistory/book3.html)
Since Dane was used as a generic expression for Scandinavian, it can be hypothesized that the name East Dane of the runic poem refers to Scandinavians living east of the Danes proper (i.e. Swedes and Geats).
His position was assured, at least temporarily, in 617, when he decided to espouse the cause of the Northumbrian prince Edwin, then a fugitive at his court, and defeated zEthelfrith of Northumbria on the banks of the Idle, a tributary of the Trent, in Mercian territory.
East Anglia was subject to the supremacy of the Mercian kings until 825, when its people slew Beornwulf of Mercia, and with their king acknowledged Ecgberht (Egbert) of Wessex as their lord.
In 870 Edmund, king of East Anglia, was killed by the Danes under I'varr and Ubbi, the sons of Ragnar Lol brok.
The measures taken by Alfred to repress this revolt culminated in the capture of London in 885 or 886, and the treaty known as Alfred and Guthrum's peace, whereby the boundaries of the treaty of Wedmore (with which this is often confused) were materially modified in Alfred's favour.
The Danes, finding their position on the continent becoming more and more precarious, crossed to England in two divisions, amounting in the aggregate to 330 sail, and entrenched themselves, the larger body at Appledore, England[?] and the lesser under Haesten[?] at Milton in Kent.
While he was negotiating with Haesten the Danes at Appledore broke out and struck north-westwards, but were overtaken by Alfred's eldest son, Edward, and defeated in a general engagement at Farnham, and driven to take refuge in Thorney Island[?] in the Hertfordshire Colne, where they were blockaded and ultimately compelled to submit.