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Bilingual SEO

Spanish SEO Services for US Brands

Keyword research in the Spanish your US customers actually type, a bilingual site Google can serve in the right language, and visibility in AI answers. Native Spanish speakers in Buenos Aires since 2019, working with your team in English.

  • English and Spanish
  • Eastern Time overlap
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70.1M
Hispanic residents in the US (Census, 2025)
44.9M
people who speak Spanish at home (ACS, 2024)
US$4.4T
Latino GDP in 2024 (LDC, 2026)
23%
of Hispanics get news in both languages (Pew, 2024)

Who searches in Spanish in the US

Spanish SEO services start with knowing the audience. The US had 70.1 million Hispanic residents on 1 July 2025, 21% of the population, according to the Census Bureau, and 44.9 million people speak Spanish at home (American Community Survey 2024, via USAFacts). The Latino Donor Collaborative puts US Latino GDP at US$4.4 trillion in 2024, which would be the fourth largest economy in the world.

The audience is bilingual, and that changes the SEO plan. Pew found that 54% of Hispanics get news mostly in English, 21% mostly in Spanish and 23% in both, and that 56% of immigrants who arrived in the last ten years read mostly in Spanish (Pew Research Center, 2024). Three in four Latinos can hold a conversation in Spanish (Pew, 2023). So the goal is a site where each person lands on the version in the language they searched in, with both versions ranking.

What Spanish SEO includes

  1. Keyword researchthe terms people use in US Spanish, with search intent and the pages that already rank for each one.
  2. Bilingual architecturea Spanish version in its own subfolder, hreflang en-US and es-US on every pair and a language switch that keeps the reader on the same page.
  3. Native contentpages written in Spanish for the US market, reviewed by native speakers, with metadata and schema in the same language.
  4. Local signalsa Google Business Profile with Spanish posts and services when you have a US location, plus local citations.
  5. AI searchanswers that ChatGPT, Gemini, Claude and AI Overviews can quote in Spanish, measured with the questions your customers ask.

Which Spanish to write in

US Spanish has its own vocabulary and mixes words from several countries. Spain says ordenador and móvil; the Americas say computadora and celular (Diccionario de la lengua española). We write in neutral US Spanish by default, check every head term against real search data and switch to a country variant only when your customers come mostly from one origin.

A Spanish SEO result from our own work

Todo Service Hogar is an in-home appliance repair service in Buenos Aires whose site we built and rank in Spanish. In its first 12 months it earned 67.6K impressions and 1,320 clicks in Search Console, with 529 indexed pages and more than 1,000 ranking queries. AI assistants have cited it 354 times. Read the full Todo Service Hogar case study.

When it is not the right service

If you want to enter Mexico, Colombia or Argentina rather than reach Hispanics in the US, our Latin America SEO service works market by market with country-specific keywords.

If your business serves one US city in English, start with Local SEO and add Spanish once the English pages rank.

How a Spanish SEO project runs

We work remotely with your team, in English, during Eastern Time business hours.

  1. Audit

    We review your current Spanish pages, hreflang, indexing and the queries you already get in Spanish in Search Console.

  2. Keyword map

    Spanish and English keywords mapped to pages, so each version targets its own searches and the two never compete.

  3. Build and write

    Spanish pages written natively, with metadata, schema and internal links, published on your CMS or ours.

  4. Measure

    A monthly report in English with rankings, traffic and leads by language, plus mentions in AI answers.

Spanish SEO: common questions

What US brands ask before adding Spanish.

Is translating my website into Spanish enough?

A straight translation keeps the English keyword choices, and US Spanish searches use different words and phrasings. We research the Spanish keywords first and write each page for them, so the Spanish version can rank on its own.

Should the Spanish version live in /es/, a subdomain or another domain?

For most US brands a subfolder such as /es/ is the simplest option: it shares the authority of your main domain and is easy to maintain. Google documents the trade-offs of each structure in its guide to multi-regional sites.

Do I need to translate meta titles, descriptions and headings too?

Yes. Titles, descriptions, headings, image text and schema all need to be in Spanish, because Google decides the language of a page from its visible content.

How do I target US Hispanics and not Spain or Mexico?

With hreflang es-US on the Spanish pages, content that speaks to US customers (prices in dollars, US locations, US phone numbers) and links from US Spanish-language sites.

Do US Hispanics actually search in Spanish?

There is no public study of the language Hispanics search in, but Pew’s data on news is a useful guide: 23% of Hispanics consume news in both English and Spanish, and recent immigrants read mostly in Spanish. A bilingual site covers both behaviors.

Can I use AI translation for the Spanish pages?

We use AI to speed up research and first drafts, and every page is rewritten and reviewed by native Spanish speakers before it goes live. Pages that read as machine translation convert poorly and rarely earn links.

Do AI assistants mention you in Spanish?

Ask ChatGPT, Gemini or Perplexity about your category in Spanish and see who they recommend. Our free check shows whether they name your brand.

Get my free AI visibility check

Ready to talk about your project?

Contact us today and we will build a plan for your brand together, with clear goals and timelines

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  • Tailored strategies
  • Measurable results
  • Specialized team
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