– what do you need to know?
Spain is one of the largest countries in Europe, located in its western part. 94% of its entire population, i.e. 47 million, have access to the Internet. The perspective of conquering such a large online market has really big potential.
Spain is an extremely interesting country, not only in terms of its cultural and linguistic diversity, but also in terms of e-consumer behaviour. Spaniards are very much in favour of shopping locally. From a business point of view, this means that entering this market is highly difficult for foreign players, but not impossible. With a properly prepared SEO360® strategy tailored to the needs of your business, we will help you gain high positions in the Spanish market.
What do you need to know about positioning in a multilingual country? It is certainly necessary to take into account the different varieties of the language spoken by its inhabitants. In Spain, the main official language is Castilian, which is commonly referred to as Spanish. In addition, there are four regional languages which also have official status:
Interestingly, Spanish is the third most popular language online in the world (after English and Mandarin). All regions of Spain have a strong regional identification, manifested in the language used, accent, cuisine, cultural customs and more.
What operating systems do Spaniards use? When it comes to desktop devices, Windows is the clear leader:
On mobile devices, Android is as popular as Windows on PC:
of the population has access to the Internet
of users use Google
In Spain, as in many European countries, Google is the most popular search engine. It is used by nearly 96% of Spanish Internet users (percentage of search engine popularity in Spain in 2021, according to StatCounter):
As for browsers, according to the 2021 StatCounter ranking, the leader is also Chrome by Google:
76% of Spanish Internet users declare shopping online. In the coming years, e-commerce channel sales are expected to grow at a rate of 7.9% per year, which means that in 2024 the value of the market should increase by nearly 27 billion US dollars. As you can see, the potential is huge.
The statistical Spanish e-consumer is most often a person aged between 31 and 45, with a university degree and living in a large city. Nevertheless, experts point out that the biggest influencers of the e-commerce market are consumers aged 16–30.
The clear leader among the most popular industries in online shopping is fashion. 95% of Spanish e-consumers declare interest in this particular industry. Other significant e-commerce categories in Spain are electronics, home furnishings and toys.
E-commerce trends have been heavily influenced by the pandemic, especially in the area of fresh product purchases. While this segment accounted for only 2% of the Spanish market prior to the coronavirus outbreak, its share is now around 3.5%. However, purchases of travel services, transport and ticket sales, which were e-commerce leaders in Spain before the pandemic-related restrictions, have seen a significant decline.
Many small and local businesses (e.g. restaurants) in Spain decided to go online to stay afloat during the lockdown period. Interestingly, many of them use only WhatsApp to sell online, without necessarily even having a website.
Interesting facts about the Spanish e-commerce market:
a Spaniard spends an average of 75 euros on online shopping,
the favourite payment method is by credit card,
before making a purchasing decision, Spaniards like to use price comparison sites.
The best practice is to choose a domain appropriate to a given country, i.e. “.es” in this case. If you run your business on multiple markets, you can go for a European domain – “.eu” or a global domain – “.com” to operate in an international market without having to consider a separate domain for each country. Individual language versions should be placed in directories marked with the code of the given country, e.g. “.com/es”.
If you want to increase your company’s profits and establish an international presence, think today about starting your SEO efforts in the emerging and developing Spanish market, with an ever-increasing number of e-consumers. Why positioning? Find out below:
A high position in search results will contribute to building a positive image for your company, as well as its reputation in a high-potential European market.
With a high search engine position, you will earn more trust from customers, thus improving your sales and profits.
By starting your SEO efforts in the Spanish language, you can gain global reach.
Apart from acquiring customers who live in Spain, your website content can be accessed by other Spanish speakers, such as the population of Latin America.
Positioning in Spain will give you a competitive advantage over other businesses selling similar products or services in your industry.
Link building activities are an immensely important and indispensable part of the entire positioning strategy. When properly planned and systematic, it will guarantee your company’s success in any foreign market. How should you conduct effective link building in Spain?
Use the following valuable tips:
1. Link domain
Remember to make sure that your strategy includes acquiring links with a domain appropriate for a given country: in this case mainly links with the “.es” extension, representing the national domain of the Kingdom of Spain.
2. Diversification of links
When conducting link building activities in Spain, you need to take care of acquiring links from various sources. Thanks to this, search engine robots will read the links as more natural, which translates into increased safety of our operations.
The following are the most popular link acquiring methods on the Spanish market:
Creating valuable content
Creating valuable and relevant content on your website may become a “natural” method of acquiring links. A user who reads the content posted on your website and finds it worthy of attention or recommendation is more likely to share the link to your website on their own website, blog or social media channels.
The most popular way to get reviews and acquire links to your website is to work with a well-known Spanish blogger/YouTube user who will test your product and post a review with a link to your website.
Link exchange is a common method which, simply put, means that you offer to post a link to someone else’s website if they do the same for you, a win-win situation.
By publishing a text as its author on popular industry portals, you can achieve a double benefit: first, you will build your image online by publishing relevant content; second, by mentioning your website or your bio in the content, you will acquire an additional link to your website.
As above, giving an interview can be a way to achieve a double benefit: self-promotion and acquiring a link to your website.
This method is extremely common among link building activities. Creating and publishing a high quality, relevant text about your products or services is an excellent method of acquiring links in Spain and, at the same time, building brand awareness and increasing brand recognition on the market. However, you should remember that publishing sponsored articles on popular, quality external portals is expensive, so you should allocate an appropriate budget for such activities.
Creating your own SEO resources
Creating content using your own SEO resources costs money but brings great benefits. What exactly are SEO resources? It is a website (or a collection of websites) that contains content from a particular industry and links to positioned pages. This method of link acquisition will allow you to link your main website.
Buzz marketing means creating and publishing short posts on online forums with a link to your website.
3. Quality of links
Another important aspect is the quality of the acquired links. It goes without saying that, in order to catch up with the competition, we have to acquire as many links as possible without forgetting about their quality. One link from an impactful Spanish domain may bring us more benefits than a thousand links acquired from poor quality websites.
Full Customer Journey
Using SEO360®, we reach consumers at each stage of the purchasing process; analysing their activities with the use of CRO, we increase sales effectiveness.
Network of quality partners
We execute activities independently or with in-country partners who operate at the same high level as us.
Supervision of the entire process
Our Client Success Managers, who manage the end-to-end process, ensure the best results for our customers.
Guaranteed link maintenance
We do not remove acquired links even after the end of cooperation.
Constant access to reports updated 24/7.
Dedicated to E-commerce
It is effective for other industries as well, including the service sector and SMEs.
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.
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.
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.
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.
Generally speaking, there is no essential difference in the positioning process between Spain and Poland. In both cases, it is necessary to take care of a proper operating strategy preceded by an analysis of a given website and its key competitors. Attention should be paid to the use of the appropriate language version for a given region of Spain (if we want to conduct local positioning).
For effective SEO in Spain, you need to ensure that your website content is in Spanish. It is the only way for your website to gain high positions in search results, given the right choice of keywords. On the Spanish market, the selection of appropriate phrases is not as simple as for example on the Polish market or in many other European countries. Why? In addition to Castilian (commonly known as Spanish), which is the primary official language, the Spanish use four regional languages (Catalan, Basque, Galician and Aranay). So if you are targeting a specific region of Spain, you need to remember to choose keywords in the language used there too.