E-book (Sherlock Communications)
SEO in Latin America
I participated in the production of an e-book by Sherlock Communications which compiled data examining the status of SEO in Latin America.
Sherlock Communications is a Public Relations and digital marketing agency, focused on Brazil and Latin America. The agency published an e-book containing a wide range of data in on SEO in Latin America, available free of charge on their website in English and Spanish. Among other topics, the e-book discusses how Latin Americans use search engines before making purchases online, and what type of content they trust.
It also highlights how internet purchases grew in Latin America in 2020, due to lockdown. And it offers tips on how companies can take advantage of this phenomenon to create SEO strategies and make their products visible online to as many consumers as possible.
“The State of SEO in Latin America” focuses on data and insights from the largest economies in Latin America: Argentina, Brazil, Chile, Colombia, Mexico and Peru. It features professionals and SEO specialists from companies such as MercadoLibre, B2W, Verbolia and Telecom Argentina.
As SEO manager at B2W, I raise the importance of companies keeping up to date with the constantly evolving resources available to webmasters, such as “Schema markup”. For me, the correct implementation of these elements generates greater involvement with the brand, increasing customer confidence and – indirectly – sales.
The e-book’s findings are very useful for the elaboration of SEO strategies – for example, 45% of Latin Americans do not click beyond the first page when searching online, while 18% only look at the first three results. With this in mind, companies need to redouble their efforts to appear more prominently on Google search pages. A Portuguese-language article by E-commerce Brasil recontextualizes some of the results from Sherlock’s survey; it’s well worth checking out their website.
The e-book was very successful, garnering mentions in major media outlets from several Latin American countries:
Brasil
Peru
Colômbia
México