Grupo Castilla strengthens its online visibility after 4 years of strategic SEO

Grupo Castilla is a company with extensive experience in the human resources and people management sector, with different business lines including software, consulting, and services. Founded in 1979 as a technology-based company, in recent years it has evolved to become the HR partner of its nearly 3,800 clients.

Currently, the company’s Strategic Plan foresees a turnover of €41M in 2026, with a team of 500 people and achieving the status of a benchmark HCM Cloud Provider at the national level. With a 360º approach to people management, Grupo Castilla stands by its clients through its 18 branches across Spain.

When designing Grupo Castilla’s SEO strategy, we had to set different objectives, as we were dealing with various types of services, each linked to a specific type of user. The two most important ones, though not the only ones, are:

• User close to decision-making within a company regarding human resources.
• Company in need of some type of human resources service.

Actions carried out

In addition to various technical SEO interventions, the main strategy is based on the creation and execution of a content calendar defined by different types of terms:

• Important terms in the sector, necessary to gain relevance and topical authority.
• Search terms meaningful to the human resources professional.
• Current or trending terms, mainly related to regulatory or legislative changes.
• Other terms related to RRHH.

Without a doubt, a fundamental part of the success of the proposed strategy has been the constant collaboration between SEO Alive and Grupo Castilla’s own team, who, thanks to their deep knowledge of the sector and their SEO approach, have been able to support and execute the proposed actions to achieve maximum performance and the best possible results.

Results achieved

• Year-over-year growth:
  • 2021 vs 2022:  +158%
  • 2022 vs 2023:  +184%
  • 2023 vs 2024:  +174%

• +2542% increase in keywords ranked in the top 3.
• Milestone: 5,939 clicks in a single day.

Equality Plan

The keyword *equality plan* is a highly relevant term, as since 2022 it has been mandatory for all companies with more than 50 employees.

One of the approaches of our content calendar is to capture all the traffic generated by the questions arising from the equality plan requirement.

Grupo Castilla’s success reflects how SEO can also drive a traditional sector such as RRHH, turning organic traffic into a strategic asset.

With steady year-over-year growth and a +2542% increase in keywords in the top 3, the company has not only improved its visibility but also its authority in the sector. An example of how patience, adaptability, and a focus on valuable content can build digital leadership in B2B markets.