How Spotahome used SEO-optimized content to conquer the global real estate market—and its clients’ hearts

Spotahome

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Global real estate platform Spotahome trusts VeraContent to help optimize its communication with local audiences across Europe—in six different languages.

We provide SEO-optimized and localized content for the platform’s website, plus sales and marketing materials in English, Spanish, Italian, German, French and Portuguese. Our work has helped Spotahome to boost search traffic and gain loyal customers in local markets.

After just three months of working with VeraContent, Spotahome saw these results:


30%

increase in traffic to sections of the website tailored to landlords

6

languages with higher-ranking SEO keywords

30

landing pages in 3 weeks, produced in collaboration with 12 linguists across Europe


The Challenge

As Spotahome expanded rapidly across 11 European cities, so did its need for multilingual content. Now all of its external communications are carried out in six languages: English, Spanish, Italian, German, French and Portuguese. That includes all of its web content, sales and marketing materials, and customer interactions. 

According to Spotahome’s Brand and Communications Manager, Melissa Lyras, “The biggest challenge of working across European markets is the complexity of managing content in different languages.” 

That’s why Spotahome works closely with a multilingual content and localization agency that understands its business and unique terminology. This makes it possible to effectively convey the intended meaning of its content in each and every market.

Our solution

Spotahome enlisted VeraContent to localize and create SEO-optimized website content in all six of the languages it works with.

Mauro Agatone, SEO Specialist at Spotahome, is in charge of optimizing the company’s massive website for search. He oversees the production of a large amount of multilingual content for blog posts and landing pages.

“I’m a former journalist, so I always think a lot about content, and I know from experience how important it is for optimizing a website,” Mauro says. “You can have a sleek design and an amazing product, but if your content is full of grammar mistakes, it’s bad for Google and even worse for users. They’re not going to come back.”

That’s just one reason Spotahome chose to invest in quality localized content. Another one was SEO: “When looking for an apartment abroad, a lot of people search in the language of the market they’re moving to, because they don’t expect real estate websites to be in English,” Mauro said. 

This means Spotahome needs to translate SEO-optimized content into the local language as soon as it enters a new market—to attract traffic from both landlords, who tend to be local, and tenants, who tend to be international.

For a recent project, Spotahome wanted to target landlords with more focused content. They decided to create several articles to answer questions like “How much is my rental property worth?” and “What can I do if my tenant stops paying rent?”

These topics were quite technical, so each article needed to be written by someone familiar with local rental laws and the economic situation in each market.

Mauro decided to hire VeraContent for this project because it would mean keeping all the content for every language in one place.

Mauro emphasizes that quality content is essential, and it goes way beyond SEO:

“If you land on a website for the first time and see a typo or mistake, you’re not going to send €1,000 to reserve an apartment,” Mauro said. “High-quality content shows people that they’re on a page with professionals behind it.”

PopSockets’ story

A rising star in Europe’s startup scene, Spotahome is an innovative online housing rental platform. By featuring 360º images, videos, and detailed information on each property, it allows users to book remotely with total confidence, eliminating the need for in-person viewings.

Founded in Spain in 2014, the globally minded company has acted like a multinational from the start.

Spotahome’s official language has always been English. This has proved crucial for attracting international talent and reaching its original target audience: foreigners who are moving to a new city to work or study for a month or more.

However, now about half of Spotahome’s tenant users are people looking for accommodation in their own city. Well-ranking, localized content that’s both original and specific to each market has become increasingly important.

Since its founding, the company has raised more than $60 million in venture capital, and now has more than 300 staff members at its Madrid headquarters and regional offices.

High-quality content shows people that they’re on a page with professionals behind it.

Mauro Agatone

 SEO specialist at Spotahome

The outcome

After just three months of working with VeraContent, Spotahome saw a 30% increase in traffic to sections of the website tailored to landlords. It’s also now ranked higher for several of its target keywords in all six languages.

“For me, it would be a lot more work—and practically impossible alongside my technical SEO tasks—to hire local freelancers for each language,” Mauro said. “The people at VeraContent know what I want, they’re very clear in their communication, and the content they produce is perfect in every language.”


Want to see what we created for Spotahome?

Check out the work samples below, and click here to see more.

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