Website Promotion in Spain

Spain provides strong organic potential. Search relies on the Google ecosystem. The hottest verticals: tourism, real estate, ecommerce. A universal checklist does not work. A local strategy is needed, taking into account the city, language, and buyer behavior.

The goal of the article: to provide a framework for decisions and a plan for starting steps. Modules “SEO audit,” “technical SEO,” “link building,” and “crowd marketing” will be analyzed where they provide a quick win and reduce risk.

Features of the Spanish market

Search, catalogs, reviews

Google sets the rules. Rankings are influenced by speed, mobile version, compliance with intents, and quality of localization. For local niches, cards in Google Business Profile are critical. Full NAP, photos, categories, services, and fast reaction to reviews are needed. External source base: industry catalogs by city and platforms with a Spanish audience. Start with an SEO audit. Fix technical errors, list of pages for local intents, and publication plan.

Cities and competition

Madrid and Barcelona provide dense search results. Players cover districts and micro-locations with separate landing pages, build internal linking by geography, and take links from Spanish-language domains. For megacities, page clusters for districts are needed. For resort areas, seasonal sections and content for specific dates are important. Examples of queries for tactics: alquiler de coches madrid centro, abogado laboralista barcelona gracia, comprar piso eixample barcelona, hotel cerca del prado madrid. Link building is taken only from platforms with real traffic and a Spanish audience. Crowd marketing goes through live discussions and profile threads.

Languages and structure

Castilian, Catalan, Basque, and Galician form different query models and vocabulary. Errors lead to duplicates and loss of relevance. Base architecture: .es domain with subdirectories by language: /es-es/, /ca-es/, /eu-es/, /gl-es/. Correct hreflang tags and unified metadata rules are needed for each section. Interface, forms, currency, and payment methods match the page language. Details are fixed in technical SEO, setting URL generation rules and a relevance map.

Language and technical site structure

Domain and subdirectories

• • For projects working only in Spain, .es is optimal
• • If different markets are needed, take .com with subdirectories: /es/, /ca/, /eu/, /gl/
• • Subdomains are appropriate only with separate infrastructure

Hreflang

• • Codes used: es-ES, ca-ES, eu-ES, gl-ES
• • Tags are symmetrical, x-default is mandatory
• • Placed in head or sitemap
• • Html lang and hreflang must be consistent

UX and localization

• • Currency: EUR
• • Date format: DD/MM/YYYY, decimal comma
• • Phone code: +34, 5-digit index
• • Payment: cards, Bizum, PayPal, Apple Pay, Google Pay
• • Legal pages: Aviso legal, Política de privacidad, Cookies, Condiciones de compra
• • Cookie banner with category selection

Conclusion of the block: all technical steps are part of technical SEO and determine the base for stable indexing.

Semantic core for Spain

Why local collection is needed

• • User behavior changes by autonomies
• • In Barcelona, Catalan toponyms are in demand, in Madrid – Spanish
• • Districts and micro-locations form separate clusters

Intents in B2B and B2C

Intent Type	B2B Examples	B2C Examples
Informational	software contable qué es	qué es bizum españa
Commercial	proveedor de acero madrid	zapatillas trail mujer
Transactional	contratar abogado laboral barcelona	reservar hotel centro madrid
Navigational	empresa logística valencia	cine cerca de mí barcelona

Practice

• • Tourism: hotel en sants barcelona, alquiler coche palma aeropuerto
• • Real estate: piso en venta barrio salamanca
• • Services: fontanero chamberí 24h
• • E-commerce: zapatillas trail mujer envío 24h españa

All data is collected and formatted into a semantic core composition document with frequency, CPC, and seasonality.

Content strategy

Texts and localization

• • Written by native speakers.
• • For B2B, usted is usually used; for B2C — tú.
• • For regions, versions in Catalan, Basque, and Galician are needed.

Legal sections and FAQ

• • Mandatory pages: Aviso legal, Política de privacidad, Política de cookies, Condiciones de compra.
• • Additionally: Devoluciones, Envíos, Protección de datos.
• • FAQ: delivery, returns, warranty, service areas.

Content for trust

• • Reviews and cases from clients in Spain.
• • Screenshots from Google Search Console.
• • Photos of offices, phones with the +34 code.
• • Local articles: guides by district, seasonal selections.

Technical design

• • schema.org markup: Organization (areaServed Spain), LocalBusiness, FAQPage.
• • Text templates for cities and districts, updated once every six months.

Link building and crowd marketing in Spain

Platform priority

Links are valued only from relevant and live sources. In Spain, the priority is .es domains and Spanish-language sites with traffic from the country. A minimum of 60% of the audience should come from Spain; the indicator can be checked in Similarweb or Ahrefs. For projects in Madrid and Barcelona, it is reasonable to focus on donors with DR 40+; for e-commerce, a DR 25–30 threshold is acceptable with traffic from 2000 visits per month.

Link quality

• • DR and organic traffic are checked for each domain.
• • Placement in the body of the text, without “partner blocks” and mass outbound links.
• • rel=sponsored is set for paid integrations, rel=nofollow for comments.
• • Anchor plan is formed quarterly. Example for start: 60% brand and URL, 30% thematic phrases, up to 10% exact entries.

Tempo and trajectory

For a new site in the first month, 4–6 donors are sufficient. Further growth up to 8–10 per month, but without jumps. For projects with history, a start with 10–15 donors is acceptable, provided there is an even distribution by platform type.

Where to get links

• • Spanish industry blogs and media.
• • Regional publications of Barcelona, Madrid, Valencia.
• • Company catalogs with moderation (Paginas Amarillas, QDQ).
• • Platforms of professional associations.
• • Educational projects and media with expert columns.

Crowd marketing

• • Spanish city forums, local review sites, and Q&A sites.
• • Profile is filled plausibly: name, city, photo, short biography.
• • Messages carry value: addresses, landmarks, opening hours, prices. A link is appropriate once at the end and leads to a specific service.
• • One profile works only on one platform to avoid overlaps.
• • Schedule: 2–3 publications per week on different resources.

We provide link building and crowd marketing services.

Local SEO and Google Maps

Google Business Profile

• • Main category and 1–2 additional ones.
• • Full list of services, prices, photos of the interior and team.
• • Posts once every 1–2 weeks, “Questions and Answers” section is filled with typical queries.
• • For service companies, the address is hidden; the service area is marked by individual cities and districts.

NAP and city pages

• • Address format: Calle Mayor 10, 28013 Madrid, Madrid.
• • Phone: +34 600 000 000.
• • All data matches on the site, in GBP, and in catalogs.
• • For each city, a separate landing page is created with a list of services, a map, an application form, and unique text.
• • On such pages, LocalBusiness markup is used; at the domain level – Organization.

Reviews and catalogs

• • Reviews are requested 1–3 days after the service. Without bonuses, only with a direct link.
• • Responses are given within 48 hours, containing a mention of the service and city.
• • Cards are created in Spanish catalogs: Paginas Amarillas, Yelp España, QDQ, Hotfrog, Axesor.

Metrics and control

• • Reports fix impressions, “call” clicks, “build route” clicks, applications from city pages.
• • For new projects, the goal for the quarter: entry into the top-3 of local search results for 10–15 phrases, growth of calls by 20–25%.

Main Mistakes When Promoting in Spain

Error	Consequences	How to Fix	Verification
Ignoring Multilingualism	Duplicates, low relevance, CTR drop	Separate versions into /es, /ca, /eu, /gl, add hreflang and x-default	Screaming Frog, Sitebulb, Google Search Console
Mixing Languages on a Page	High bounce rate	One language per page, full localization of the interface and forms	Manual page check, UX reports
Links from Irrelevant Platforms	Zero traffic, weak position growth	Place links on .es and Spanish-language domains with ≥60% Spanish traffic, DR from 40 for services in large cities	Similarweb, Ahrefs
UX Without Localization	Incomplete carts and calls	Currency EUR, local date and phone formats, delivery for Canaries and Balearics, Bizum, PayPal, Apple Pay payment	Order testing, interface audit
No City Pages	Loss of local search phrase coverage	Create pages for cities and districts with unique text, reviews, and LocalBusiness markup	Indexing analysis, Google search results for geo-phrases
Chaotic Crowd Marketing	Deletion of messages, blocks	One profile per platform, 2–3 useful posts per week, link only to a relevant page	Forum moderation, profile tracking
GBP Filled Out Formally	Card does not rank	Exact categories, services and prices, photos, posts, Q&A, Service areas for service companies	GBP Insights, manual search results check
Inconsistent NAP	Loss of algorithm trust	Single address and phone template, synchronization of the site, GBP and catalogs	NAP check in search, verification once a quarter
No Legal Pages	Distrust and risk of fines	Add Aviso legal, Política de privacidad, Política de cookies, Condiciones de compra, consider GDPR, LOPDGDD, LSSI-CE	Visual site check, legal audit

Illustrative SEO Case Studies in Spain

Kleta — Bicycle Subscription in Barcelona and Valencia

Context. Local micromobility market, competition with rental services and private workshops.
What was done. The site was rebuilt for Google requirements: expanded the structure to 450 pages, created separate landing pages for cities, and strengthened publications on key themes such as “suscripción bicicleta Barcelona” and “taller bici Valencia”. Link building was conducted through local media and blogs.
How to check. Growth of non-branded clicks and impressions is visible in Google Search Console, as well as new pages in the index.
Result. +227% non-branded clicks per year, three-fold increase in impressions, hundreds of new pages in the index.
Source: Kleta case study.

Toni Pons — Footwear Retail with a Chain of Stores

Context. A chain of stores across Spain and beyond, many cards in Google Business Profile with varying design quality.
What was done. Conducted data unification: synchronized NAP, added photos and attributes, set up UTM tags, and centralized review management. Regular posts and answers to questions increased card activity.
How to check. Growth in calls and clicks to the site is visible in GBP Insights reports.
Result for 6 months. Calls increased 3.5 times, “how to get there” clicks tripled, transitions to the site increased 4 times. Additional revenue from Google traffic exceeded €130,000.
Source: Toni Pons case study.

Motoblouz — Motorcycle Gear E-commerce

Context. A French online store entering the Spanish market, facing strong local players.
What was done. Optimized 270 categories and brand pages, wrote 87 blog articles under search phrases like “cascos moto homologados España”, “guantes moto verano”. Internal links directed traffic to commercial sections. Obtained more than 150 links from media and thematic blogs in Spain.
How to check. Growth in the number of phrases in the top and the share of organic traffic is visible in Ahrefs and GSC.
Result. Over two years, the number of key phrases in the top-20 grew from 250 to more than 4,000, with almost 1,000 settling in the top-3. Organic traffic grew by 80% year-over-year, the share of transactions from organic reached 35%, and revenue grew by 40%.
Source: Motoblouz case study.

Website promotion in Spain requires not universal solutions, but a local strategy. Languages, cities, catalogs, reviews, and familiar payment methods directly affect the result. A strong effect is provided by comprehensive work: SEO optimization, link building, and crowd marketing, built for a specific market.

To discuss details and a customized plan, simply contact us using the contact information provided. A consultation will help you assess the specific challenges facing your niche and determine which steps will yield the fastest results.