I run SEO for a travel insurance comparison site. We have English for the US and one Spanish version that we’ve been treating as “LATAM” for everything: Mexico, Colombia, Argentina, Chile.
Numbers from last quarter:
– Mexico: good, mostly because the writer is Mexican
– Colombia: okay
– Argentina and Chile: very weak, lots of impressions, low CTR
Some things are clearly different: vocabulary (seguro de viaje is fine everywhere, but lots of other words aren’t), currencies, local regulations, and the brands people trust.
Options:
1. keep one es version and add country-specific sections
2. es-MX, es-AR, es-CO etc. with hreflang, localized where it matters
3. separate country versions only for the top 20 pages
Option 3 is where I’m leaning, but I’m not sure mixing localized and non-localized pages works well with hreflang. Anyone doing this across Spanish-speaking markets?
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