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Strategic SEO for El Confidencial

Paradigma helped El Confidencial understand the SEO of its competitors.


El Confidencial is a successful online-only newspaper. The strategy of El Confidencial, launched in 2001, consists in converting casual readers into recurring ones.

It employs 100 staff, and last year made a profit of €1m, with all of the income coming from advertising (source: The Guardian).

El Confidencial
SEO, analytics, SEM, Business Intelligence, Market research

The problem

While their direct traffic was growing healthly, El Confidencial were unsure about their Search Engine Optimization. Was the website missing our opportunities in SEO?

Experienced Data Analysts and SEO Analytics are scarce. SEO is about getting it right for hundreds of factors rather than nailing just one or two ahead of the competition.

Is the SEO of El Confidencial efficient in making their content work the hardest for them?

The solution

We carried out an extensive research of the content strategy and positioning on Google of the closest competitors of El Confidencial.The research included the identification of the data sources that were required, the most efficient data mining tools, data cleansing and sanitization, statistical analysis, data visualization and several interviews with third-party experts in Spanish media.

The analysis of all the data was oriented to action. We prioritised the low hanging fruits in our recommendations so that El Confidencial could start implementing easy wins. The information was presented to El Confidencial in plain language and wherever possible, visually.

Correlation of multiple variables (number of keywords ranking, proportion of long tail traffic, value of the traffic for advertising, etc) defining the news industry on Google in Spanish.

The analysis included the following points:

  • Evolution of traffic – losers and winners
  • Composition of international traffic
  • Inventory of indexable content of each newspaper
  • Effectiviness of content in SEO by category (Finance, Sports, Travel, etc)
  • Correlation of multiple SEO factors of competitors
  • The most successful keywords in SEO and SEM
  • Landscape of ads servers in the news industry
  • Quantity and quality of backlinks of each website
  • Quadrant of Strategy and Execution of the top 8 newspapers


The result

By following Paradigma’s recommendations, El Confidencial could tackle the issues that made a difference in regards to the competition.

ElConfidencial’s focus in on-page SEO and quality content and partly thanks to Paradigma’s report, SEO remains a growing contributor of incoming traffic, month after month, year after year.

The conclusion

As in many business areas, decisions in the SEO realm have fundamental and far fetched consequences over long periods of time. Sound advice and down-to-earch consulting save time and energy further down the road.

A unique company radically agile, as much in our organization as in our developments, thanks to which we have already transformed digitally more than 200 top companies.

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