SEO in Portugal

– what you should know?

SEO dla kraju Portugal
Pozycjonowanie dla kraju Portugal
SEO360® - 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.

10 milion

Portugal’s population

85 %

of the population has access to the Internet

8,6 milion

Internet users

94 %

of users use Google

    Internet browsers and search engines in Portugal

    It is hardly surprising that Google is Portugal’s most popular search engine, as over 94% of internet users use it on a regular basis. The general search engine breakdown (as per March, 2022 data) is as follows:

    • Google (94%),
    • Bing (4%),
    • Yahoo! (1.07%),
    • DuckDuckGo (0.5%),
    • Ecosia (0.15%),
    • Petal Search (0.08%).


    Just like in many other countries, Google Chrome is the most popular internet browser in Portugal. Apple’s Safari is the runner-up:

    • Chrome (63.79%),
    • Safari (11.86%),
    • Instabridge (8.42%),
    • Edge (5.98%),
    • Opera (4.08%),
    • Firefox (3.39%).

    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? 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, with the overall result of USD 205 million. Finally, the bronze medallist is the platform whose overall income was USD 161 million. Taken together, these three most popular stores generate 15% of the overall online income in Portugal.


    Fashion is by far the largest part of Portuguese e-commerce, as it generates 32% of the overall income. What else do the Portuguese buy online? Below is a list of the most important segments, as per their relative contributions to online income:

    Online shopping

    If you’re thinking about promoting your online business on the Portuguese market, it behoves you to know about the local consumers’ priorities. What encourages the Portuguese to click the ‘buy’ button?

    What domain should you choose??

    When planning SEO activities on the Portuguese market, you should choose the national domain (“.pt”) for your website. The usual principles apply, as the domain should be short and to the point. This positively affects visibility and makes it easier to memorise.


    If you’re active on numerous markets, consider using the European domain (“.eu”) or the global one (“.com”). Specific language versions should then be added to each selected domain (i.e. “com/pt” in the case of 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.

    The most comprehensive service

    SEO360® ensures the most comprehensive service among other similar on the market, such as SEO or SXO, which has been confirmed by research.

    Guaranteed sales increase

    The service provides a guarantee of the final effect, an increase traffic and revenue / leads.

    Hybrid settlements based on success fee

    Once 100% of the original target is achieved, any results above are based on a success fee.

    Guaranteed link maintenance

    We do not remove acquired links even after the end of cooperation.

    We work all over Europe

    Under one contract, we can carry out our work for all European countries with the support of a network of quality partners.

    Individual strategy

    We prepare a comprehensive, extensive strategy in which we examine the real needs of consumers (customer insights) before starting any actions.

    See how your website traffic and revenue will increase!

    Drag the slider to see the effects of positioning.


    regular SEO

    How does the SEO process work in Portugal?



    It is the starting point for SEO360® actions, individually priced and created on the basis of the customer’s needs and expectations included earlier in the brief filled in by the customer. As part of our conceptual work, we establish the KPIs necessary for successful implementation of further stages of the project, in particular analysis, content marketing plan and estimations, which are the components of the strategy.



    In this step, we carry out all the activities verifying the current state of the selected website in terms of SEO and its potential in a given country when compared to the competition. At the same time, we analyse the full user path based on the customer journey. The result of the analysis is a large amount of data that can be used to implement further SEO360® steps.


    Content Marketing Plan

    Individually prepared for the industry represented by the Client and for the given markets where SEO360® activities will be conducted. It includes a scenario concerning the type of created content and the way of its distribution in order to reach the consumers with it precisely and to be one step ahead of the competition. Content Creators guarantee the successful implementation of this plan.



    An extremely valuable and final component of the strategy, where we estimate individual values related to the visibility of the website in the most popular search engine of a given country, taking into account the increase in traffic and, more importantly, the increase in conversions over a specified period of time.


    Technical SEO

    When starting proper SEO activities, one of the necessary steps to achieve final success is technical SEO, also called technical analysis or technical optimisation for SEO, i.e. the part of optimisation that does not concern content. It consists of all activities that affect the architecture and code of a website in such a way as to make it as friendly as possible to the most stringent search engine requirements and, at the same time, to stay one step ahead of the competition.


    Content optimisation

    Part of optimising a website for SEO, in addition to technical SEO, is content optimisation. Valuable content for the user is one of the key elements that will help to achieve high search engine visibility as well as increase conversions and thus revenue.


    UX + CRO

    As part of the SEO360® service, we provide analysis and optimisation of User Experience metrics with a particular focus on heuristic experiments and A/B testing as well as Conversion Rate Optimisation. In this way, we analyse consumer activity at each stage of their purchase process, increasing sales effectiveness.


    Link Building

    We conduct link building using the highest quality permanent links acquired from external sources or services, from reliable publishers with a guarantee of their maintenance even after the end of cooperation. As part of this process, we take care of the correct link profile, which brings end benefits.


    Ongoing Data Analysis

    In SEO360®, through advanced tools supervised by the Client Success Manager, we constantly measure the progress related to the evaluation of conducted activities, and on their basis, our customers have access to extensive reports 24/7.


    Increase in traffic and revenue

    The ultimate value of SEO360® is the increase in brand awareness, traffic, conversions and revenue generated from the service, which is significantly higher than in the case of ‘regular SEO’ and above all, it is long-lasting.

    Data source: 

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      How should we prepare a website for positioning in Portugal?


      We must make sure to prepare a Portuguese-language version of the website which is well-adjusted to the local version of Google. It is also important to choose the correct national domain (“.pt”). If you are using a global domain (“.com”) you can just add the Portuguese version of the website to it (ex. “.com/pt”).

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