In Spanish, almost from scratch

Typeform opened up the Spanish-speaking market: from 1,000 to 110,000 organic visits a month in 18 months.

+460%conversions in one year

My role

Role
Head of SEO at BigSEO (agency)
Client
Typeform
Period
2017–2020
Market
Spain and Latin America
Team
Team of 10

The company

Typeform is a Spanish start-up that built software for creating interactive, visually appealing online forms and surveys. It was founded to change the user experience in a sector dominated by tools that had barely evolved in 20 years. According to Typeform, more than half of the people who see one of its surveys complete it.

The challenge

After its success in the English-speaking market, Typeform wanted to break into the Spanish-speaking one, in Spain and Latin America. There it was up against established players such as SurveyMonkey, QuestionPro, HubSpot, Hotjar and Google Forms. There were two goals: to rank for Spanish-language searches for surveys and forms, and to increase conversions on the website, which sold its templates. The competitor analysis made it clear that the English strategy couldn’t simply be copied: this market needed its own approach.

What we did

  1. 1
    On-page audit.

    Pages competing for the same keywords, secondary pages outranking transactional ones, broken links, titles and descriptions, and translation errors: text mixing English and Spanish, and links pointing to the English version.

  2. 2
    Content funnel.

    Content for every stage of the buying journey, with calls to action, plus outreach to earn links from within the sector.

  3. 3
    UX and CRO.

    Side navigation with internal links to each section, buttons at key points and segmented content blocks at the top of the page.

  4. 4
    Cluster with a pillar guide.

    ‘Encuestas’ (surveys) had a dual search intent: survey results, dominated by newspapers, and creating one, where we competed with industry giants. We built a pillar page linked to pages on survey types and styles. It reached Google’s top 3 and lifted the linked pages too.

  5. 5
    High-quality link building.

    To build authority and brand in a new market.

Gallery

April 2019, the “encuestas” (surveys) pillar page (Arquivo.pt capture): side navigation by section and internal links to the cluster pages, such as the one on question types.
Page on types of survey questions, on a tablet.
Semrush chart showing Typeform’s Spanish-language organic traffic
Organic traffic to the Spanish-language site according to Semrush (estimate): 110,676 visits in January 2020.
Typeform's Spanish-language page on open-ended questions, viewed on a mobile phone
Page on open-ended questions, on mobile.

Results

+460%Conversions in one year.
110,000Monthly organic visits in Spanish, up from around 1,000, in 18 months.
Top 3Top 3 on Google for ‘encuestas’ (surveys), a dual-intent search against industry giants and newspapers.
‘Hèctor helped us launch the project in the Hispanic market almost from scratch, understanding our needs from the very beginning. We grew from 1k to 110k visits a month in just 18 months. We are very grateful!’
Jake StainerJake Stainer
Head of Growth, Typeform
Next case study Enrique Tomás: number one on Google for ‘comprar jamón’

Let’s talk

Email me at info@hectorherrera.es or connect with me on LinkedIn ↗

I work in Spanish, Catalan and English, from Barcelona.