seo
International SEO: How to Optimise Your Website for the Latin American Market
Published: 22/07/25 - Updated: 22/07/25
Latin America is one of the most promising but underexplored markets when it comes to SEO and digital marketing. With a population of over 650 million people and growing internet penetration, the region offers huge opportunities for businesses willing to invest in a tailored approach. However, many companies still treat Latin America as an afterthought in their global expansion plans.
The COVID-19 pandemic accelerated the region’s shift towards online shopping, creating a surge in e-commerce growth and digital services. More consumers are now using search engines and social media to find products and information online. Despite this, many businesses fail to properly localise their websites for Latin American audiences, missing out on millions of potential customers.
In this article, we’ll dive into why Latin America is a growing SEO hotspot, how businesses can successfully get their content ranking, and how to stay ahead of the curve by keeping up with search trends across the different LATAM regions.
The Growth of E-commerce in Latin America
The pandemic reshaped consumer behaviour worldwide, and Latin America was no exception. With physical stores closing and social distancing measures in place, more people turned to online shopping than ever before. The result? A massive boom in e-commerce across the region.
- Between 2019 and 2022, online sales in Latin America grew by over 25% per year, making it one of the fastest-growing e-commerce markets globally.
- Brazil, Mexico, Argentina, Colombia, and Chile are now leading the way in online shopping, with millions of consumers preferring to shop online rather than in-store.
- Mobile shopping dominates in many countries, with over 70% of transactions happening via mobile devices.
Despite this growth, many companies still neglect SEO strategies tailored for Latin America, relying on poorly translated content and ignoring local search trends. To succeed in this market, businesses must go beyond simple translation and focus on true localisation.
Language Diversity and SEO Challenges
One of the biggest mistakes companies make when entering Latin America is assuming that one Spanish version of their website will work for the entire region.
Understanding Regional Differences
Spanish is spoken across most of Latin America, but each country has its own dialect and preferred terminology. The same applies to Portuguese in Brazil, which has notable differences from European Portuguese.
For example, a simple word like “computer” is “ordenador” in Spain but “computadora” in most of Latin America. A product description written in European Spanish might feel unnatural to a Mexican or Argentine reader, leading to lower engagement and trust. So you can’t rely on translation alone, localisation is a must.
If you’re curious to learn more, check out this video that does a great job of explaining the topic in the context of Brazil: SEO in the Latin American Market with Diana Martins
The following sections are particularly useful to look at:
4:46 – Language Barriers in Latin America
6:24 – Challenges in targeting in Latin America
SEO Strategies for Language Localisation
To improve visibility in search results, businesses should:
- Use hreflang tags to ensure the correct regional content is displayed.
- Conduct local keyword research rather than relying on direct translations.
- Adapt tone, cultural references, and examples to match each market.
- Consider separate domain structures, such as country-specific domains (e.g., .mx for Mexico, .br for Brazil), or dedicated subdirectories for each region.
Examples of Successful SEO Localisation
Many global companies have successfully optimised their SEO strategies for Latin America.
Mercado Libre
Mercado Libre, the largest e-commerce platform in Latin America, has customised its SEO strategy for different countries. They have:
- Separate websites for each country, ensuring localised content.
- Region-specific SEO keywords and product descriptions.
- Fast mobile-friendly pages to cater to mobile shoppers.
Netflix
Netflix has also successfully used localisation to dominate the streaming market in Latin America. Their SEO strategy includes:
- Country-specific homepages with different movie recommendations.
- SEO-optimised descriptions using local terminology.
- Local blog content targeting search queries about movies and shows.
If you are looking to expand into Latin America, investing in proper localisation alongside using some of these strategies will upgrade your SEO to the next level, making automated translations an old relic from the past.
Opportunities: Understanding the Audience and Localising Content
Beyond language, understanding what Latin American users search for is crucial. Businesses need to consider:
- Cultural factors: Trends, holidays, and shopping behaviours differ by country. For example, Mexico’s Buen Fin (similar to Black Friday) is a key shopping event.
- Local payment methods: Many consumers prefer cash-based systems like OXXO in Mexico or PIX in Brazil.
Social media influence: Latin America has one of the highest social media usage rates, meaning platforms like Instagram and TikTok are crucial for brand visibility.
Beyond Google: Alternative Search Platforms
While Google dominates global search, younger audiences in Latin America are shifting towards alternative platforms for search queries.
TikTok as a Search Engine: Many Gen Z users now search for product reviews, tutorials, and recommendations directly on TikTok rather than Google.
E-commerce Platforms: In Brazil, marketplaces like Americanas and Magazine Luiza act as search engines for online shoppers.
Local Search Engines: While Google has over 90% market share in Latin America, Bing and Yahoo still have a presence in certain regions.
Businesses that adapt their SEO strategy to include social media, video content, and marketplace search optimisation will have a competitive edge in reaching Latin American consumers.
Preparing for the Future of SEO in Latin America
Latin America is an untapped market with enormous potential for businesses willing to invest in proper SEO and localisation strategies. The region’s e-commerce boom, language diversity, and alternative search trends make it a unique but rewarding space to expand into.
To stay ahead of the competition, businesses should:
- Invest in regional keyword research and proper localisation.
- Optimise for mobile-first users and local payment methods.
- Leverage TikTok, Instagram, and other social media platforms for search visibility.
- Use structured data and schema markup to improve rankings.
With the right SEO approach, companies can gain a strong foothold in Latin America before competitors catch up.
Ready to expand into new markets? Let’s craft an SEO strategy that drives real results. Contact Kaizen today!
elena.caton
Elena is an SEO Account Executive at Kaizen, diving into data, spotting growth opportunities, and keeping things optimised.