Few things in digital marketing generate as much consensus as the importance of a website appearing at the top of Google search results, achieved through a robust SEO strategy. For instance, a September 2015 study by Sistrix revealed that the top-ranking link captures 59.59% of clicks from a search result.
Despite these compelling figures, most companies (at least in Spain) still neglect this crucial aspect. This is one of the conclusions from a recent Nominalia report. According to their survey, only 1 in 3 Spanish companies (35.2%) regularly implement SEO strategies.
While 2015-2018 data already showed a clear lack of attention, more recent 2024-2025 studies, such as IAB Spain's Digital Advertising Investment report, indicate that investment in SEO and SEM has grown. However, the proportion of companies actively managing it still needs improvement. In 2024, an estimated 45% of Spanish SMEs invest in SEO – progress, but far from widespread adoption. Larger companies, conversely, exceed 80% investment in positioning strategies.
15% Use Web Positioning Companies
A similar trend applies to paid search advertising (SEA), a strategy adopted by only 38% of Spanish firms. This is particularly paradoxical given that over 45% of surveyed organisations believe the greatest benefit of having a website is the visibility it grants their brand.
Nevertheless, the Nominalia study reveals further insights into the lack of attention Spanish companies give to web positioning. In fact, 58% of companies admit they allocate only a tiny portion of their marketing budget (less than a tenth, specifically) to SEM activities, which encompass both SEO and SEA.
Furthermore, only 1 in 7 companies (14.9%) reported hiring the services of an agency or web positioning company, either for implementing improvements or for technical advice.
In our experience at ZDS Digital, we observe that this trend, though improved, persists. Many small and medium-sized businesses attempt to manage their SEO internally without the proper knowledge or tools, often leading to ineffective efforts. Hiring a specialised agency not only provides expertise and advanced tools but also allows companies to focus on their core business. A 2023 BrightEdge study revealed that organic traffic accounts for over 50% of web traffic for many sectors, underscoring the need for professional management.
Common Internal SEO Management Mistakes
- Lack of Technical Knowledge: SEO constantly evolves (e.g., Core Web Vitals, Google's Helpful Content Updates). Without a dedicated team, it's challenging to stay current.
- No Exhaustive Keyword Research: Many companies rely on assumptions instead of actual data, missing opportunities for qualified traffic.
- Ignoring Technical Optimisation: Aspects like loading speed, data structure, or mobile responsiveness (mobile-first indexing) are crucial and often neglected. The introduction of INP (Interaction to Next Paint) into Core Web Vitals in March 2024 as a primary interactivity metric highlights the importance of performance optimisation.
- Content Creation Without Strategy: Publishing content without search intent analysis or optimisation for E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) does not yield results.
- Failure to Measure or Analyse Results: A lack of tracking in GA4 (Google Analytics 4) and other tools prevents identifying what works and what doesn't.
SEM: A Profitable and Effective Resource
Despite the disconcerting nature of this report, Nominalia emphasises that digital marketing has proven to be an effective and highly profitable tool. In the words of this firm — whose activity focuses on web domain sales and hosting — it is a resource accessible to any company or business, as costs are significantly lower than advertising in traditional media such as television, radio, or print newspapers.
All this without forgetting that SEM allows for better and more precise segmentation of the audience accessing the company's online content, both geographically (for example, boosting local SEO) and concerning their preferences and interests, which can be understood by analysing users' online search habits. If you want to know more about this topic, don't miss the following article, where we suggest 12 free tools for finding keywords.
Likewise, SEM allows targeting potential clients anywhere in the world at a much more economical price than advertising in international traditional media.
The profitability of SEM (SEO + SEA) has increased with the evolution of platforms and segmentation capabilities. In 2025, tools like Google Ads and Meta Ads enable micro-segmentation based on demographics, interests, online behaviours, and even life events, maximising Return on Investment. Furthermore, the strategic combination of SEO and SEA, known as “SEM synergy,” allows for occupying more space on the search engine results page (SERP) and capturing both organic and paid traffic, increasing visibility and brand authority.
The Importance of SEO in a Changing Search Landscape (2024-2026)
With the advent of artificial intelligence in search (AI Search), platforms like Google SGE (Search Generative Experience), ChatGPT with web browsing, or Perplexity AI are redefining how users find information. In this new landscape, SEO takes on an even more critical dimension:
- Optimisation for Generative Responses: Content must be concise, precise, and directly answer questions, as AI will use it to generate its own responses.
- E-E-A-T More Relevant Than Ever: Google increasingly emphasises content experience, expertise, authoritativeness, and trustworthiness. This is vital for AI to trust your website's information.
- Conversational SEO: Optimisation for voice search and natural language becomes fundamental, as interactions with AI are predominantly conversational.
- Valuable and Useful Content: Google's Helpful Content Update, refined since 2022, penalises low-quality or automatically generated content without value. In 2025-2026, creating authentic and relevant content is key to visibility.
At ZDS Digital, we are implementing “SEO for AI” strategies that prepare our clients for these changes, ensuring their content is visible not only to traditional search engines but also to new AI assistants.
Key Tools for Modern SEO (2026)
For effective SEO management, having the right tools is essential. Some of the most relevant in 2026 include:
- Google Search Console: Essential for monitoring performance, identifying crawl and indexing errors, and understanding how Google views your site.
- Google Analytics 4 (GA4): The only Google analytics platform after the discontinuation of Universal Analytics. It allows for deep analysis of user behaviour and conversion attribution.
- Semrush / Ahrefs: Comprehensive suites for keyword research, competitor analysis, technical SEO audits, and rank tracking.
- Screaming Frog SEO Spider: For exhaustive technical website audits, identifying indexing issues, broken links, duplicate content, etc.
- PageSpeed Insights: To evaluate and optimise website performance, crucial for Core Web Vitals (including INP).
- AnswerThePublic / AlsoAsked: Excellent tools for discovering related questions and topics that users search for, ideal for content strategies and conversational SEO.
The combination of these tools, along with a well-defined strategy, allows companies not only to compete but to lead in their market niche.
Would You Like to Improve Your Company's SEO Positioning?
Considering the study data, and despite the undeniable benefits of implementing SEO and SEA actions, many companies continue to turn their backs on an indispensable resource for ensuring the profitability of their online strategy.
If you want to leverage the competitive advantage of good web positioning, contact us or, if you prefer, call us at 93 532 93 78. At B2 Performance, we will study the needs of your online strategy and guide you without obligation to improve your site's visibility in a very short time. We look forward to hearing from you!
Quick SEO Wins to Start Today
For companies not yet heavily investing in SEO, there are quick actions that can generate impact:
- Optimise Titles and Meta Descriptions: Ensure each page has a unique title and an engaging meta description that includes relevant keywords.
- Improve Loading Speed: Use tools like PageSpeed Insights to identify and resolve performance issues. A fast site enhances user experience and ranking.
- Create Quality Content: Identify frequently asked questions from your customers and create blog articles or FAQ sections that answer them thoroughly and helpfully.
- Optimise for Mobile: Verify your website is fully responsive and offers an excellent experience on mobile devices.
- Claim and Optimise Your Google My Business Profile: This is fundamental for local SEO, especially for businesses with a physical location.
- Implement Basic Schema Markup: Use structured data to help search engines understand your page's content, which can result in rich snippets in search results.
These “quick wins” are an excellent starting point for any company looking to improve their online visibility without a massive initial investment, laying the groundwork for a deeper, more professional SEO strategy. At ZDS Digital, we help our clients identify and prioritise these actions to achieve tangible results from the outset.
