English-to-Spanish SEO: How to Choose the Right Keywords for Latin America

Apr 16, 2025

Translate your content. Not your keywords.

If you're targeting Latin America, translating your SEO keywords into Spanish just won’t cut it.
To rank and convert, you need localized keywords – not just linguistic equivalents.

Here’s how to find the right keywords in Spanish for your ecommerce or marketing content.


1. Understand how Spanish-speaking users actually search

A direct translation from English doesn’t always reflect real search behavior.

Example:
You might rank for “ropa deportiva”, but in Mexico people search “ropa para hacer ejercicio”.
In Argentina, they might prefer “indumentaria deportiva”.

Tip: Research each country separately. Buyer behavior – and search terms – vary widely across Latin America.


2. Use local tools and data

Don’t guess — use actual tools to discover what your audience searches:

  • Google Keyword Planner: Set the language to Spanish and the country to your target market.

  • Ubersuggest / Semrush: Many allow geo-targeting for LatAm.

  • Google Trends: Compare terms like “zapatillas” vs. “tenis” in different countries.


3. Consider the purchase intent

“Zapatos blancos” (white shoes) may get more traffic…
…but “comprar zapatillas blancas mujer” (buy women’s white sneakers) will bring ready-to-buy users.

Choose long-tail keywords with clear commercial intent to increase conversion.


4. Don’t forget meta tags and URLs

Once you’ve chosen the right Spanish keywords, make sure they show up in:

  • Your meta titles and descriptions

  • Header tags (H1, H2)

  • Image alt text

  • URLs (e.g. /zapatos-mujer instead of /women-shoes)

Search engines notice consistency – and so do your readers.


5. Work with a linguist, not just a translator

Only a linguist trained in marketing and SEO can:

  • Avoid keyword stuffing

  • Make your Spanish sound natural

  • Adapt tone and register for your audience

  • Choose the right keyword variant depending on region


Final thoughts

SEO in Spanish for Latin America isn’t about translation. It’s about strategic localization.
If you want to show up where your buyers are searching – and actually convert them – you need the right words.


Want expert help with Spanish SEO for your brand?

Let’s boost your visibility (and your sales) in Latin America. Contact me to get started.