SEO in Spain

Imagine a 30% increase in your company's visibility in the Spanish version of Google's search engine. We achieve such results with an SEO strategy precisely tailored to the specifics of the Spanish market.

We combine the technical aspects of positioning a website in Spain with a deep understanding of the online market. In our operations, we take into account market trends, consumer behavior and carefully analyze the niche. This allows your company to compete successfully in one of Europe's largest markets. Take a closer look at the country's potential.

What should you know before entering the Spanish market?

One of the largest economies in Europe, it is a great destination for companies that can tailor their search engine marketing strategy and SEO efforts to the specifics of the local market.

Spanish economy

With a GDP of 8.6% of the entire European Union, Spain is one of Europe's leading economies, almost twice the size of Poland (4.4%). Its innovative potential is confirmed by its high ranking of 29th (out of 132 countries) in the Global Innovation Index 2023.

A linguistic mosaic

Entering the Spanish market requires an understanding of its linguistic diversity. Although Castilian is the main official language in 17 Autonomous Communities such as Catalonia, local languages have equal status. In this case, the languages spoken are Catalan and Aranese.

Online payments

In Spanish e-commerce, despite the attachment to cash in traditional commerce, consumers prefer modern payment methods. PayPal and digital wallets are leading the way in online shopping, which is worth considering for sales in this market (source: PCMI).

See our results

The client, after an unexpected Google algorithmic penalty, got the site back up and achieved a 373% increase in revenue in just a few months. Read how we helped him expand into a new market with a comprehensive Spanish version of the site, reaching a previously untapped (global!) audience.

Sales in the Spanish market

What do e-commerce and SEO in Spain have in common?

A page's position in search results often determines sales. This is especially true in the most popular product categories, such as apparel, recreational items, travel products, and footwear and accessories, which were the most common items in shopping carts in 2023.

SEO services in Spain can include optimization of a website, online store or SEO activities on marketplace platforms. Amazon.es holds the undisputed leadership position, with 9 out of 10 online shoppers using the service. It is ahead of platforms such as AliExpress and ElCorteIngles.es (SimilarWeb, Statista data). Among other things, our marketplace SEO strategies focus on the use of relevant keywords. We create and optimize Spanish-language product descriptions that not only include strategic key phrases. Above all, we effectively communicate the value of the offer.

Consumers

Shopping habits of Spanish customers

Spaniards are driven largely by convenience. This is the main motivation for 25% of online shoppers. In second place are attractive prices and discounts, which convince 14% of consumers to buy online.

The consumer in this market draws information from many sources. Marketplaces, along with search engines and official brand sites, are one of the main shopping channels and a significant source of information. Of particular importance, the Spanish customer shows a strong environmental awareness. As many as 91% of consumers expect companies to act sustainably, and 45% are willing to pay more for environmentally friendly products (El futuro del e-commerce 2024, Statista).

‍ Whatelse is worth knowing about the Spanish market?

If you are planning to expand to Spain, pay attention to consumer preferences, regulations, and product delivery and labeling requirements. Below is information that can help you successfully enter this prospective market.

Mobile devices

Websites that are not optimized for smartphones and tablets are losing a significant amount of potential traffic, and thus the opportunity to attract new customers. According to datareportal.com, as much as 65% of web traffic in Spain is generated by mobile devices.

Delivery

According to the study El futuro del e-commerce 2024, for half of consumers the most important factors in their purchasing decisions are free delivery and information about delivery times.

In the courier services sector, the leading position is maintained by Correos, which serves 30% of the e-commerce market. The rest of the market is shared by logistics operators SEUR, GLS, DHL and UPS.

Currency

Spain, along with most European Union member states, joined the eurozone on January 1, 1999.

Law and taxes

VAT rates in Spain

Spain has a general VAT rate of 21%. In addition to it, there is a system of reduced rates: 10%, 5%, 4% and 0%.

The 10% rate applies to veterinary medicinal products, pharmaceuticals for direct use by the end consumer, among others.
The 5% rate covers books, newspapers and magazines (excluding publications of a primarily advertising nature), selected supplementary articles, among others.

A detailed list of all VAT rates in force in Spain in 2025 is available on the official website of the Spanish tax authority: sede.agenciatributaria.gob.es

Product requirements in Spain

Spain applies harmonized European Union standards for product standards. In areas not covered by EU regulations, local regulations apply, and the primary product safety legislation is the Royal Decree on General Product Safety.

All products entering the Spanish market must be properly labeled, and therefore include:

country of origin information,
full product composition,
safety warnings,
CE marking (for products covered by this requirement).

The CE marking must be affixed to the product before it is first placed on the market in the European Union.

Data protection

The protection of personal data and privacy in Spain is regulated by legislation:

GDPR (General Data Protection Regulation), a basic piece of legislation that applies to all European Union member states.
LOPDGDD, or Spanish Law on the Protection of Personal Data and Guarantee of Digital Rights(Ley Orgánica 3/2018, de 5 de diciembre, de Protección de Datos Personales y garantía de los derechos digitales).

Website positioning in Spain

Website positioning in Spain is a step in building a company's visibility that should not be overlooked. Especially if the company is still little known. Datereportal.com reports that for half of users, the Internet is where they research products and brands, and for 35%, search engines are the source of brand discovery.

Spaniards are most likely to use Google's search engine. Its market share in February 2025 was 90.23%. Second place, but with only 4.26%, belongs to search engine Bing.

SEO audit and strategy

We'll make sure you have a solid foundation, so the first step will be to understand the health of your site. We'll conduct a comprehensive technical analysis of your website, online store or platform - whether it's based on HTML or frameworks like React.js. With detailed diagnostics and advanced tools, we'll identify problems and develop a plan to improve your brand's online visibility.

Domain extension

Depending on your strategy and what you want to achieve in the Spanish market, you can choose:

Domestic domain extension (.es)
Subdomains (e.g. es.yourwebsite.com)
Subdirectories (e.g., yourwebsite.com/es)

Search engines interpret .es domains better because they treat them as more appropriate for users in Spain.

Content Analysis and Content Plan

We will evaluate both the technical aspects of sales and information pages, as well as their competitiveness, length, structure and presentation. We will develop a Content Plan for the next quarter or more.

We will prepare content in Spanish. We will take care of keywords, marketing message and website user experience by localizing content that takes into account cultural, linguistic and market norms. You can rest assured that the content will be appropriate for the new market - we work with a local Spanish expert.

Keyword Research

We will prepare a summary of the words that users type into search engines to find the information, products or services they need. We will take into account search intent (search intent ), which is important to be able to prepare content that responds to it.

Intent can be informational, navigational, commercial and transactional. For example, if a user wants to buy, he will use transactional phrases. When searching for product information, he will choose a commercial phrase, and when looking for answers, he will choose an informational phrase.

We will check what phrases other sites in the same industry are using effectively. If there are keywords worth adding to your SEO strategy, a Content Gap analysis will help us identify them.

Digital PR in Spain

We will prepare and implement link building strategy from Spanish-language websites in your industry. We will select and establish contact with valuable sites. Such activities will help your site build authority and generate traffic. This part of the project is handled by our international Outreach team of PR, link building and content marketing specialists.

Why should you work with us?

We will offer you only those SEO services, as well as marketing and advertising services (e.g. Google Ads) that will support the growth of your business in Spain and generate traffic to your website.
Our agency's several years of experience in SEO and marketing in foreign markets is supported by a local expert in each country.
You will be in direct contact with the specialist who carries out your SEO project.
We focus on transparency of services, which means that you can observe our activities and the results of your site in real time.

Testimonials

What Do Our Clients Say About Us?

Professional Global SEO Approach

NON.agency is a remarkable team of SEO experts who understand the challenges and needs of the international market. Their approach to international SEO is both professional and strategic, helping companies gain visibility across various markets simultaneously. With extensive knowledge of local trends and search algorithms, they deliver effective campaigns tailored to each region's specific requirements. I recommend NON.agency to anyone eager to expand their business globally and achieve real SEO results!

Lukasz Zaborski

SEO/SEM expert

A Truly NON-Agency Experience!

I wholeheartedly recommend working with Radek and Rafał. The NON.agency name perfectly reflects their unique, out-of-the-box approach. Their vast experience in international SEO, which requires both broad theoretical and practical knowledge, is impressive. The direct contact, quick responses, and full commitment to every project make collaborating with them a great pleasure. A well-deserved 10/10!

Olga Zarr

SEO Consultant

They delivered everything on time

We have a few clients for that we want to do link building for, thus we needed a set number of links per month from NoN Agency. The communication was quick and easy, and they delivered everything on time and as agreed upon.

Benas Leonavicius

SEO Project Manager, Meros Media

Creatively Identify Opportunities

After learning about the company’s capabilities and dedication, we made the decision to work together. They got to know our business with surprising insight so that the content they create is at an expert level. They are not limited to performing agreed tasks, but they creatively identify opportunities and generate ideas for development. Great contact, as well!

Aleksandra Duło

Marketing Manager, EmailLabs

We Appreciate Their Approach

NON.agency is our main link provider. Our goal is to provide our clients with the highest quality, personalized niche links. We consult with NON.agency on our needs — although our SEO specialists mainly place the order, the NON.agency team is a great advisor here. They give us recommendations on packages and links we should order.

Chris S.

Business Owner

Their Services Go Beyond Just Link Building

They got to know our business with surprising insight, so that the content they create is at an expert level. […] they are not limited to performing agreed tasks, but they creatively identify opportunities and generate ideas for development. Great contact, as well!

Milosz Nowakowski

Director of Sales at Brandly360

Highly recommended

We worked with non.agency on a link building campaign for a new website in the personal growth space. We wanted to get one of the pages to rank high on the US search engine results pages […]. The team delivered high-quality links from relevant websites and anchor texts. Their communication style is friendly yet professional and always proactive. The page we wanted to improve climbed to the #3 position a few days after finishing the campaign. Highly recommended.

George Chasiotis

Founder of Minuttia

I Am Very Satisfied With the Services

For most of the year, NON.agency managed two full-time writers who wrote new content and rewrote old articles. The link building team strategically built links from high-reputation sites. I really like the Progress Tracker dashboard, which allows me to see progress in real time. It's a great way to communicate with the whole team.