toyota.com publishes a Spanish page for local inventory and for local dealers in almost every US town, 60,271 pages in the sitemap. The pages are written in Spanish, but what a shopper sees in Google is not: every sampled inventory page is titled just "Toyota Dealerships" with no description, and every dealer page has an English title built from the URL, such as "Toyota in east-williamson | Car Dealerships In east-williamson, new-york". The English twins have proper local titles, and the Spanish deals pages are already done right ("Ofertas Toyota Edcouch").
First action
Open the inventory and dealer templates and map the city and state fields into the Spanish title.
How to measure it
Search clicks to /espanol/dealers/ pages
- Now
- –
- Target
- +30%
- By
- 90 days
Steps
Confirm scope
Crawl a sample of 500 Spanish dealer and inventory pages for title and description.
SEO Lead, toyota.com 1 day
Write patterns
Spanish title and description templates using city and state display names.
Multicultural Marketing Manager (Hispanic) 2 days
Review language
Native review by the Hispanic marketing agency.
Multicultural Marketing Manager (Hispanic) 2 days
Change templates
Inventory and dealer templates; keep the deals template as reference.
Web Platform Engineering Lead 1 week
QA
Accents, capitals, two-word towns and Puerto Rico names.
SEO Lead, toyota.com 2 days
Resubmit
Sitemap ping and URL inspection for a sample.
SEO Lead, toyota.com 1 hour
Measure
Spanish impressions and clicks by page type.
Digital Analytics Lead weekly
Why it works
Fix the two page templates rather than the pages: build the Spanish title and description from the city and state names (accents and capitals, not slugs), for example "Inventario de autos Toyota en Pandora, TX | Toyota en Español" and "Concesionarios Toyota en Tyrone, OK", with a Spanish description naming the city, inventory and test drives. Use the deals template, which already works, as the pattern. Then watch impressions for Spanish queries such as "concesionario Toyota cerca de mí" in Search Console.
Spanish-speaking shoppers search in Spanish for a dealer near them; a Spanish, city-specific title is what earns the click, and two template changes fix 60,000 pages at once.
Ready to use
ChecklistSpanish local page template fix
[ ] Title from city and state display names, not slugs [ ] Spanish meta description on inventory pages [ ] Spanish meta description on dealer pages [ ] Accents and capitals checked [ ] State abbreviation in every title [ ] Native-speaker review [ ] Search Console comparison by state
Risks and how to handle them
Hyphenated slugs become titles again
Use the display name field, never the URL slug.
Duplicate titles across towns with the same name
Always include the state abbreviation.
Evidence
- Your websiteSpanish local inventory pages (lang="es"), e.g. /espanol/dealers/texas/pandora/inventory/: the H1 is Spanish ("Inventario de autos Toyota en Pandora") but the search title is the English "Toyota Dealerships" and there is no meta description. Six of six randomly sampled inventory pages were the same.Source
- Your websiteSpanish local dealer pages carry English titles built from URL slugs, e.g. "Toyota in east-williamson | Car Dealerships In east-williamson, new-york" and "Toyota in tyrone | Car Dealerships In tyrone, oklahoma", while the H1 reads "Concesionario Toyota en Tyrone, OK". Six of six sampled were English and lower-case.Source
- Your websiteThe English twins have proper local titles and descriptions: "Search Local Toyota Car Inventory in Pandora | Cars in Stock in Pandora, TX" and "Toyota Dealerships | Certified Toyota Dealers in Franklin", with descriptions naming the city and state. Spanish deals pages are localized correctly: "Ofertas Toyota Edcouch" with a Spanish description.Source
- Your websiteSitemap (sitemap_index.xml, generated by Screaming Frog, checked October 20, 2026): 131,091 URLs, of which 90,860 are under /espanol/. That includes 60,271 Spanish local dealer pages (29,497 "inventory" and 29,497 "dealers" pages, one pair per US town). Their English twins, such as /dealers/texas/pandora/inventory/, load with city-specific titles but appear in the sitemap only as hreflang alternates, not as listed URLs.Source