Leading Argentine Mobile Carrier — Multinational SEO audit and information architecture for one of Latin America’s largest telecoms

The Challenge

One of Argentina’s largest mobile network providers ran web portals in three countries: Argentina, Uruguay, and Paraguay. They had grown piece by piece over the years, with no one owning SEO. The problems showed it. Broken links returning 404s. Duplicate content repeated across pages. Images with no alt text. Meta tags that were missing or barely written. The deeper issue was structure. The portals were organized around internal product hierarchies, not around how customers actually search for plans, phones, and services. For a carrier with millions of subscribers across three markets, that gap meant real organic traffic going uncaptured. We delivered the whole thing as a whitelabel service through a partner agency, which meant every report and recommendation had to stand on its own, polished enough for someone else to present to the client.

Our Approach

Technical SEO Audits. We ran full crawls of all three country portals in September 2015. Every technical issue went into the report: 404s and broken internal links, duplicate content across pages and sections, images with no alt text, 4xx client errors, odd response codes. Each country got its own audit with a prioritized fix list, backed by annex spreadsheets that logged every issue down to the URL. Keyword Research and Local Market Analysis. Telecom vocabulary shifts between Argentine, Uruguayan, and Paraguayan Spanish more than you’d expect. So we built a separate keyword strategy for each market: the terms people actually use for plans, lines, unlocked phones, and the whole prepaid-versus-postpaid spread. The personas came from real search behavior in each country, not from treating Spanish as one flat language. Information Architecture and Wireframes. For the Argentine portal, we rebuilt the information architecture from the ground up. New sitemaps grouped content around what users were trying to do, not around the company’s internal product chart. Wireframes set the structure for the homepage, the menus, the plan pages, and the service pages. It took several rounds of revisions to get SEO needs and the client’s business goals pointing the same direction. SEO Guidelines and Documentation. We handed over an SEO copywriting guide, meta-tag strategies revised through several versions, markup recommendations, and robots.txt configs tailored to each country. These became the blueprint for the redesign, so every new page was built for organic visibility from day one rather than retrofitted later.

The Results

The audit and strategy gave the client a clear roadmap for organic visibility across all three portals. For the first time they had their technical SEO problems documented in one place, with a prioritized plan to work through them. Key outcomes:

• Three country portals fully audited with prioritized technical SEO recommendations
• Complete information architecture redesign for the Argentine portal with wireframes
• Market-specific keyword strategies accounting for regional Spanish variations
• SEO copywriting guidelines ensuring content quality across all portals
• Meta tag strategies and markup recommendations for the portal redesign
• Country-specific robots.txt and sitemap architecture configurations
• Monthly reporting and benchmark tracking across all three markets

What We Learned

Three portals for one of the region’s biggest telecoms drove home that Spanish SEO is not one language. The same plan feature gets searched with completely different words in Buenos Aires, Montevideo, and Asunción. Treat Spanish as a single market and you miss most of that. The whitelabel setup taught us something about documentation. When another agency presents your work to the client, you’re not in the room to explain it. Every audit, every wireframe, every recommendation has to make sense on its own. That standard has shaped how we put together client deliverables ever since.