SEO in Spain

What Else Is Worth Knowing About the Spanish Market?

If you’re planning expansion to Spain, pay attention to consumer preferences, legal regulations, and requirements regarding delivery and product labeling. The information below can help you successfully enter this promising market.

Mobile Devices

Websites that are not optimized for smartphones and tablets lose a significant portion of potential traffic and, consequently, the opportunity to acquire new customers. According to datareportal.com data, as much as 65% of internet traffic in Spain is generated by mobile devices.

Delivery

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

In the courier services sector, Correos maintains its leadership position, serving 30% of the e-commerce market. The remaining part of the market is divided among 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, there is a system of reduced rates: 10%, 5%, 4%, and 0%.

• The 10% rate applies to, among other things, veterinary medicinal products and pharmaceutical products intended for direct use by the end consumer.
• The 5% rate covers, among other things, books, newspapers, magazines (excluding publications of advertising nature), and selected supplementary items.

A detailed list of all VAT rates applicable 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 European Union standards regarding product standards. In areas not regulated by EU legislation, local regulations apply, and the basic legal act concerning product safety is the Royal Decree on General Product Safety.

All products introduced to the Spanish market must be properly labeled, meaning they must contain:

• information about the country of origin
• complete product composition
• safety warnings
• CE marking (for products subject to this requirement)

CE marking must be placed on the product before its first introduction to the market in the European Union.

Personal Data Protection

Personal data and privacy protection in Spain is regulated by legal acts:

• GDPR (General Data Protection Regulation) is the basic legal act applicable in all European Union member countries
• LOPDGDD is the Spanish law on personal data protection and guarantee of digital rights (Ley Orgánica 3/2018, de 5 de diciembre, de Protección de Datos Personales y garantía de los derechos digitales)

SEO in Spain

Optimizing your website for the Spanish market is a step in building visibility that cannot be overlooked, especially if the company is still relatively unknown. Datereportal.com reports that for half of the users, the internet is the primary place for researching products and brands, and for 35%, search engines are a source of brand discovery.

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

SEO Audit and Strategy

First, we need to lay solid foundations. The first step will be understanding your website’s condition. We’ll conduct a comprehensive technical analysis of the website, online store, or platform — whether it’s based on HTML or frameworks like React.js.

Thanks to detailed diagnostics and advanced tools, we’ll identify problems and develop a plan that will improve your brand’s visibility on the internet.

Domain Extension

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

• national domain extension (.es)
• subdomains (e.g., es.yourwebsite.com)
• subdirectories (e.g., yourwebsite.com/es)

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

Content Analysis and Content Plan

We’ll evaluate both the technical aspects of transactional and informational pages, as well as their competitiveness, length, structure, and presentation method. We’ll develop a Content Plan for at least the next quarter.

We’ll prepare content in Spanish. We’ll take care of keywords, marketing messages, and user experience on the website through content localization that takes into account cultural, linguistic, and market standards.

You can rest assured that the content will be appropriate for the new market – we work with a local expert from Spain.

Keyword Analysis

We’ll prepare a list of keywords that users type into search engines to find needed information, products, or services. We’ll take into account the search intent, which is necessary to prepare content that responds to their needs.

Intent can be informational, navigational, commercial, and transactional. For example, if a user wants to buy, they will use transactional keywords. When looking for product information, they will choose a commercial keyword, and when looking for answers – an informational one.

We’ll check what keywords other websites in the same industry use. If there are keywords worth adding to the SEO strategy, our Content Gap analysis will help us identify them.

Digital PR in Spain

We’ll prepare and implement a link building strategy that targets Spanish-language websites in the given industry. We’ll establish contact with selected valuable sites. Such actions will help your website build authority and generate traffic.

This part of the project is handled by our international Outreach Team, which includes specialists in PR, link building, and content marketing.

Why Work With Us?

1. We’ll propose only those SEO, marketing, and advertising services (e.g., Google Ads) that will support your business development in Spain and send more traffic to your website.
2. We have over ten years of experience in SEO and marketing in foreign markets and work with a local expert in each country.
3. You’ll have direct contact with the specialist who oversees your SEO project.
4. We emphasize service transparency, which means you can continuously observe our actions and your website’s results.