SEO in Portugal

Portugal is continental Europe’s westernmost country. It is located on the Iberian Peninsula. It also includes two island archipelagos situated in the Atlantic Ocean: Madeira and the Azores. It is a member state of EU and NATO. The Portuguese language is one of the most frequently used on Earth – it is the native tongue of approximately 220 million people. Of those, over 10 million native speakers live in Portugal now. The country’s largest city and capital is Lisbon. After years of recession, in 2018 the country experienced its greatest spurt of economic growth in twenty years!

Year after year, more and more Portuguese are going online – in the period of 2021–22, the number of internet users increased by app. 2.9%. As per the data of January 2022, currently 8.63 million people (or 85% of the populace) are active internet users. While browsing the web, the Portuguese prefer to use computers rather than smartphones. The specific device breakdown is as follows:

• desktop (56.87%),
• mobile (41.52%),
• tablet (1.61%).

The Portuguese are avid social media users. In the period of 2021–22, the number of social media users in Portugal has increased by 700,000 (or 9%), and now comes to approx. 8.5 million people. What are the Portuguese users’ favourite social media? Facebook’s popularity is hardly surprising – according to recent data (March, 2022), as many as 76% of internet users have a FB account! The popularity of social media outlets is as follows:

• Facebook (76.1%),
• Instagram (8.37%),
• Pinterest (6.58%),
• Twitter (5.16%),
• YouTube (2.07%),
• Reddit (0.84%).

The Portuguese consumer behaviour is undergoing dynamic changes due to technological progress and economic growth. Apart from the expected worries related to the home budget, they are also paying increasing attention to the products’ environmental footprint. Locally-manufactured, green-friendly products are becoming popular especially amongst the younger generation.

According to Deloitte, 45% of Portuguese consumers declare that they are willing to pay more for products and services offered by environmentally- and socially-responsible companies. Average Portuguese are not impulsive buyers, a trait likely ingrained by a lengthy recession period. They are attached to specific brands, especially when it comes to clothing. However, when it comes to food the price is more important than the manufacturer. Interestingly enough, almost half of all domestic shopping is done during sales. As a consequence of Portugal’s economic reinvigoration, the average client has increased their shopping budget and is less wary of buying on credit.

E-commerce market in Portugal

Globally, Portugal is the 45th largest e-commerce market. Overall e-commerce income for 2021 was USD 4 billion. In 2021, 47% of the Portuguese bought at least one product online.

Curiously enough, of all Europeans the Portuguese are the least likely to use cooperative platforms such as Uber or Airbnb. According to Eurostat research, only 6% of the Portuguese have made a room reservation online. This stands in contrast to the European average of 17%. In the case of online transportation services, only 2% have made a reservation (as opposed to the European average of 8%).

Where do the Portuguese shop? Worten.pt is the largest e-commerce player.

In 2021, its total income came up to USD 267 million. The runner-up in terms of income is zara.com, with the overall result of USD 205 million. Finally, the bronze medallist is the elcorteingles.pt platform whose overall income was USD 161 million. Taken together, these three most popular stores generate 15% of the overall online income in Portugal.

Why should we begin to promote our business in Portugal?

The Portuguese market is an interesting place to develop your online business for two reasons. First of all, the Portuguese have a soft spot for foreign brands and have a strong sense of brand loyalty. This makes them excellent customers. Second, the country has been undergoing an economic revival of late. As a consequence, Portuguese consumers have more disposable income, and e-commerce profits are on the rise. As such, it is a good moment to establish a presence there. Your chances of success can be increased by insight into Portuguese consumers’ behaviour and preferences, and by the fact that we’re dealing with a less-competitive, emerging market. All that is left is to choose the right SEO360® strategy and increase your online visibility in the Portuguese cyberspace!

Link Building w Portugalii

If you opt for SEO activities on the Portuguese market, you must remember that a properly optimised website is a must. Our online store should be technically excellent and rich with substantial content. Still, success is unattainable without quality link building. Securing diverse, valuable domain links is a critical aspect of effective positioning. Publication spots should be chosen with the utmost precision to ensure the website link profile is of the highest attainable quality, as it will eventually translate into Google visibility. Publications featuring the link should be available on local websites. Both articles and word-of-mouth marketing should work.