Italian SEO: A Complete Guide on doing SEO in Italy

If you’re considering entering the Italian market and implementing SEO campaigns, now is the perfect time to do so.

In this guide, you’ll learn more about doing SEO in Italy. And I am an SEO Consultant born in Italy. I lived there for almost 30 years so I am more than qualified to write about it.

Why Italian SEO?

Italy, the fourth-most densely populated country in Europe, with a population of around 60 million people, is witnessing rapid growth in its e-commerce sector, which has reached a staggering value of 52 billion USD according to recent research.

Italy is the 11th most profitable market in the world, ahead of Brazil.

Moreover, the Italian government has introduced a special program aimed at providing high-speed Internet access not just in large cities but also in small towns and villages over the next five years, which is expected to further boost online usage and services.

Understanding the Italian Consumer

It’s crucial to keep in mind the preferences and behaviours of the Italian consumer while planning your SEO roadmap and strategy.

While the stereotypical Italian may enjoy a slow-paced lifestyle, they take their online shopping seriously.

More than 60% of Italian consumers admit to researching products or services on the internet before making a purchase, and over 20 million Italians, which accounts for one-third of the population, have already made online purchases. One of my friends, Joshua Delaughter, never buys a product online until they’ve looked at least 50 websites.

Italians are known for their love of talking, bargaining, and discussing, and opinions posted on social media often hold significant weight in their decision-making process.

Key Considerations for SEO in Italy

To succeed in the Italian market, it’s essential to approach the local consumers with a professional mindset and offer products or services of the highest quality.

It’s crucial to communicate with them in their native language, Italian, and be mindful of the government’s 60+ program, which promotes digital literacy among older Italians. While many Italians can communicate in English, it’s also important to consider the growing immigrant population that may initially start with English before learning Italian.

Furthermore, considering Italians’ preference for convenience, optimising your website to cater to their needs can greatly enhance your chances of success in the market.

Just like with SEO services, preparing your website to align with Google’s algorithms is a critical aspect of your SEO strategy in Italy.

E-commerce Trends in Italy

The Italian e-commerce market is witnessing substantial growth, with the sector’s value reaching 53 billion USD in 2023.

With approximately 75% of the population having access to the internet and 58% making online purchases, the potential for e-commerce success in Italy is significant.

Understanding the products that sell well in Italy is crucial for optimising your SEO strategy. Based on consumer interests, Italians are mainly searching for products related to comfort and convenience.

Free delivery is considered the most important factor during decision making, with 92% of respondents indicating it as a key element. Additionally, the possibility of free returns is highly appreciated, with 91% of respondents supporting this option.

Transparent information about products and website quality also plays a significant role in encouraging Italian consumers to make purchases, with 90% of respondents indicating transparency as an important factor (data:

SEO Challenges in the Italian Market

While SEO can be highly effective in driving organic traffic to websites in Italy, there are unique challenges that businesses may face. These challenges include:

  1. Language Barrier: Conducting keyword research and creating content in Italian can be challenging for businesses that do not have native Italian speakers in their team. It’s crucial to ensure that the keywords and content are accurately translated and culturally relevant to the Italian audience.
  2. Local Competition: The Italian market can be highly competitive, with many businesses vying for the same keywords and target audience. It’s important to conduct thorough competitor analysis and identify unique value propositions to stand out from the competition.
  3. Lack of Awareness about SEO: Many businesses in Italy are still not fully aware of the benefits of SEO and may not prioritise it in their digital marketing strategies. Educating businesses about the importance of SEO and its long-term benefits can be a challenge.
  4. Constantly Evolving SEO Landscape: SEO techniques and algorithms are constantly evolving, and keeping up with the latest trends and best practices can be challenging. It’s crucial to stay updated with industry changes and adapt SEO strategies accordingly.

SEO Trends in Italy

As with any other country, SEO trends in Italy are constantly evolving. Here are some current SEO trends that businesses should be aware of:

    1. Voice Search Optimisation: With the increasing use of voice assistants and smart speakers, voice search is gaining popularity in Italy. Optimising websites for voice search by using conversational language, long-tail keywords, and FAQ sections can help improve website visibility in voice search results.
    2. User Experience (UX) Optimisation: Google’s algorithm increasingly prioritises websites that provide a seamless user experience. Optimising website loading speed, mobile-friendliness, easy navigation, and engaging content can improve website performance in SERPs.
    3. Local SEO: Local SEO continues to be a significant trend in Italy, as Italians often search for local products and services. Optimising Google My Business profiles, local business listings, and generating positive reviews can improve local search visibility.
    4. Content Quality and Relevance: Creating high-quality, original, and relevant content remains a key SEO trend. Google values websites that provide valuable content to users, and businesses should focus on creating informative and engaging content that resonates with the Italian audience.


SEO plays a crucial role in helping businesses in Italy establish their online presence, improve website visibility, and drive targeted organic traffic.

By implementing effective SEO techniques, such as keyword research, content optimisation, local SEO, link building, mobile optimisation, and staying updated with SEO trends, businesses can gain a competitive edge in the Italian market.