SEO in Spain: How to Properly Reach the Spanish Market

July 24, 2023

When it comes to targeting the Spanish market, understanding the local nuances and implementing tailored SEO strategies becomes essential. This vibrant country has a unique culture, language, and search behavior.

Learn about the best SEO practices that can help marketing agencies optimize their clients’ websites for the Spanish market and improve their visibility in search engine results.

Understanding How SEO Works Within the Spanish Market

It is crucial to gain a deep understanding of the Spanish market before diving into any SEO strategy. With over 46 million internet users, Spain represents a significant market for many businesses. While it is not the most digitalized country compared to others like Germany or the UK, it has been growing a lot lately.

Consumers increasingly rely on online platforms to search for products, services, and information. Thus, establishing a solid online presence is paramount.

Language Considerations

Spanish is the official language in Spain, making it vital to optimize website content in Spanish for successful SEO. It is essential to ensure that all content, including website copy, product descriptions, and blog articles, is accurately translated and localized for the Spanish audience.

It’s essential to consider that regional variations and dialects also exist, as well as linguistic differences, which can all impact the search terms and user intent.

Keyword Research

Keyword research is the foundation for any effective SEO strategy in Spain. Specialists must focus on identifying relevant Spanish keywords and phrases that resonate with the target audience to help the client’s company succeed.

Tools such as Google Keyword Planner and SEMrush are often used to identify popular search terms and long-tail keywords specific to the relevant market. Experts also incorporate these keywords naturally into website content to improve its relevance and visibility in search engine rankings.

Local SEO and Geotargeting

Despite the destination where a business wants to be established, local SEO and geotargeting are crucial steps to take.

Google My Business is a powerful tool that allows businesses to create and manage their local listings. Specialists must ensure that the business profile is claimed and optimized with accurate information, including your address, phone number, and opening hours.

Encouraging customers to leave reviews and promptly respond to customer inquiries is also vital to succeed. Leveraging geotargeting techniques to optimize website content for specific regions and cities in Spain can also provide an even higher reputation, improving its visibility for local searches.

Mobile Optimization

A responsive design that adapts to various screen sizes and devices is vital among new technologies for companies that want to reach any audience. SEO experts must ensure fast loading times and a comfortable interface for PCs, tablets, and mobiles.

Optimize images, use mobile-friendly navigation, and minimize the use of pop-ups that can hinder the user experience. Mobile optimization enhances user engagement and improves your website’s ranking in mobile search results.

Content Marketing and Link Building

Content marketing can be a powerful tool that marketing agents can use to drive organic traffic and build brand awareness. Developing content that appeals to the audience, including blog posts, articles, videos, and infographics are some examples of this.

Incorporating targeted Spanish keywords naturally throughout the mentioned content can enhance its visibility in search engine results.

Link building is another vital component. Acquiring high-quality backlinks from authoritative websites can be achieved through guest posting, collaborations, and engaging with local influencers. This strong backlink base enhances the website’s credibility and authority, leading to improved rankings.

Monitoring and Analytics

To measure the effectiveness of SEO efforts in Spain, specialists need to monitor and analyze the website’s performance. Tools like Google Analytics and Google Search Console track key metrics such as organic traffic, keyword rankings, bounce rates, and conversion rates.

Regularly analyzing these data to identify trends, areas for improvement, and new opportunities is vital. This data-driven approach allows experts to refine SEO strategies and make informed decisions to optimize the website further.

The Cultural Divisions of Spain: What’s Important to Know?

Spain is a diverse country with multiple regions, each with its distinct cultural identity, language, and customs. Well-known cultural divisions within Spain include Catalonia, Basque Country, Galicia, Andalusia, and Valencia.

All these regions often have a strong sense of regional pride and may have specific concerns or preferences regarding language, politics, and cultural expressions. Considering these points is very important when conducting a marketing campaign in those areas.


Catalan is spoken in Catalonia, the Balearic Islands, Valencia, Andorra, and parts of France and Italy. It has several regional variants due to geographical and historical influences. The main variants are Eastern Catalan (spoken in Catalonia and the Balearic Islands) and Valencian.

This language has a rich phonetic system with 26 letters in its alphabet, based on the Latin script, with some additional diacritical marks. It has a few sounds that are not present in Spanish, such as the /ʎ/ (similar to the “ll” sound in “million”) and /ç/ (similar to the “ch” sound in “German”).


This romance language is primarily spoken in the Valencian Community, which includes the provinces of Valencia, Castellón, and Alicante. It is considered a regional language with similarities to Catalan. While some consider Valencian a distinct variety of Catalan, others view it as a separate language.

The spelling of Valencian follows the general rules of Catalan orthography, which is based on the principles of phonetic transparency. Each letter usually represents a specific sound, making it easier for readers to pronounce words correctly.

Just like other Catalan varieties, Valencian has a system of seven vowels, consisting of three open vowels (/a/, /ɛ/, /ɔ/) and four closed vowels (/e/, /i/, /o/, /u/). This is very important to remember for SEO specialists to search which keyword is the most used.

Basque (Euskara)

Basque is a unique and ancient language spoken in the Basque Country, encompassing northern Spain and southwestern France. Unlike the others, Basque is not of Romance origin and belongs to its own distinct language family.

An essential aspect of Euskara is that it doesn’t have a grammatical gender. All nouns are gender-neutral, which can be an advantage for SEO experts who are used to writing in English or other non-gendered languages.

The modern Basque writing system is based on the Latin script. It consists of 27 letters, including the following digraphs: tx, ts, tz. Additionally, the letters c, q, v, w, and y are used only in loanwords.

Andalusian (Andalusian Spanish)

Andalusian refers to the various dialects of Spanish spoken in the region of Andalusia in southern Spain. It has notable pronunciation, vocabulary, and grammar differences compared to standard European Spanish. It is one of the most recognizable Spanish dialects due to its unique intonation and accent.

Among these recognizable distinctions, the “voseo” takes the spotlight. It means that users address someone with the pronoun “vos” instead of “tú” for the informal “you.” Taking this into account is important for specialists when creating content marketing.


Also known as Galego, it is a spoken language from the region of Galicia in northwestern Spain. It shares many similarities with Portuguese, as both languages have a common origin in the medieval Kingdom of Galicia.

It uses the Latin alphabet for writing. The system went under standardization and reforms over time, which brought it closer to the spelling conventions of Spanish and Portuguese. However, there are still some differences in using certain letters and diacritics.

For example, the letter “ñ” is not used in Galician, replaced by “nh”. This also applies to “ll”, represented by “lh”. The circumflex accent (^) and the grave accent (`) are some of the other characteristic differences in this language but not in Spanish.

Why is Multilingual SEO Important for Spain?

Multilingual SEO is an important strategy for targeting audiences who speak different languages in Spain. Since this country has several official languages, this strategy can help businesses effectively reach and engage with their target markets. To implement it, some considerations need to be taken:

Using Language Markup

Experts should implement hreflang tags in the website’s HTML to indicate each page’s language and regional targeting. This can help search engines understand the language variations and display the appropriate version of the website to users based on their location and language preferences.

Acquiring Country-Specific Domains

Specialists should consider using country-specific top-level domains (TLDs) for each language version of the client’s website. For example, using “.es” for Spanish, “.cat” for Catalan, or “.eu” for European targeting. This helps search engines identify and rank a website appropriately for each region.

Creating a Multilingual Content Strategy

Creating unique and valuable content for each language version of a website can help with visibility. This includes blog posts, articles, product descriptions, and other relevant content that caters to the interests and needs of your target audience in each language.

Using Local Citations and Directories

Listing a business in local directories and citation sources specific to each language and region should be a task every agent does. This helps improve local visibility and boosts a website’s credibility in each target market.


Companies looking to realize SEO in Spain require a tailored approach that considers the unique characteristics of that market.

Understanding the diverse language considerations of the region, conducting thorough keyword research, optimizing for local search, and leveraging content marketing are all very important steps. All of those steps can improve visibility and effectively help reach a target audience.

In addition, regular monitoring and analysis of website performance can give valuable insights for ongoing optimization efforts. This way, businesses can establish a strong online presence. Hiring a multilingual Spanish marketing agency like Kala can help you with this since we know the market well.

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