A luxury brand reaches Spanish speakers in the US and abroad
A luxury brand only had an English site. Spanish pages written for each market, backed by links from Spanish-language sites, grew its Spanish search visibility by 450% in six months.
The results
Where things stood
The client is a luxury brand that sells online, up against the biggest names in its category. It's the same brand from our AI visibility story.
The brand's site was in English only. That left out a large group of buyers in its own country. Spanish is the second most spoken language in the US, with more than 40 million people speaking it at home. Beyond the US, Spanish-speaking countries like Mexico and Spain are big markets of their own.
A site that only works in English can't win searches made in Spanish. Google matches the language of a search to the language of the page, so an English page rarely shows up for a Spanish search, however good it is. Every Spanish search for what it sells was going to someone else.
Spanish search also gave the brand a better shot. In English, it was up against famous names with years of content and links behind them.
Spanish search for luxury products is often less crowded, so a brand that does the work properly can rank sooner.
What we did
We started by choosing the markets. Spanish speakers in the US came first, because they could buy from the brand without any change to shipping or pricing. Spanish-speaking countries came next, in the order where demand looked strongest.
Then we researched how people search in each market. Even everyday words change from country to country. A computer is a "computadora" in Mexico and an "ordenador" in Spain, and Spanish speakers in the US often mix in English terms. Translating the English site word for word would have missed a lot of those searches. So we built a keyword plan for each market before writing anything.
Our writers then created the Spanish pages. They covered the main collections, how the brand's products are made and the questions people ask before they buy. Each page was written for the people who would read it, with the terms they search with and details that make sense where they live.
We also handled the technical setup. Hreflang tags tell Google which version of a page is meant for which language and country, so Spanish searchers see the Spanish pages and everyone else sees the English ones. Without that setup, Google can mix the versions up or treat them as copies of each other.
Finally, the Spanish pages needed authority in their own markets. Links from English sites help the English site, but Google looks for links from sites in the same language and country when it ranks pages there. Our Spanish link building team earned links from trusted Spanish-language sites, with native speakers pitching every one.
What changed
The brand had no presence in Spanish search before. Now it shows up for Spanish searches in the US and in Spanish-speaking countries, in front of buyers an English-only site couldn't reach.
What other brands can take from this
For a US brand, Spanish opens up a market at home as well as abroad. Tens of millions of people in the country speak Spanish, and a site in English only never shows up for their searches.
Doing it well takes more than translation. Each market needs pages written around how people there search, the right technical setup so Google shows the right version, and links from sites in that language. Done together, those give a brand a strong presence in Spanish search, often against less competition than it faces in English.
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