Keys to SEO Success for Your US Hispanic Websites

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This is a presentation at Hispanicize 2012 by Sebastian Aroca, Managing Partner at Hispanic Market Advisors

This is a presentation at Hispanicize 2012 by Sebastian Aroca, Managing Partner at Hispanic Market Advisors

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  • Presentation @ Panel discussion. Hispanicize 2012: Keys to SEO Success for Your U.S. Hispanic Websites by Hispanic Market Advisors www.hispanicmarketadvisors.com. Friday, April 13, 2012, 3:30-4:30pm (EST). Click here for more information: www.hispanicizeevent.com/sessions.html
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  • 1. www.HispanicMarketAdvisors.com Hispanicize 2012: Keys to SEO Success for Your U.S. Hispanic WebsitesFriday, April 13, 20123:30-4:30am (EST) / JW Marriott Marquis MiamiSebastian Aroca, Managing Partnersebastian@hispanicmarketadvisors.comwww.linkedin.com/in/sebastianaroca@hispanicmarketsIf questions arise after this presentation, please feel free to email them tome. Keys to SEO Success for Your U.S. Hispanic Websites 1
  • 2. www.HispanicMarketAdvisors.com Hispanicize 2012: Keys to SEO Success for Your U.S. Hispanic WebsitesWhat will we cover during this presentation? Hispanic SEO plan in your overall SEO strategy Differences between English and Spanish SEO when targeting US Hispanics Importance of keyword research/analysis and site architecture Spanish SEO: Domain per language, subdomains or language folders? Best practices for optimizing your site content for Hispanic SEO Ways to improve your search engine placement and boost keyword ranking in SERP Working with cross-functional teams (public relations, social media teams, etc) How to accurately measure ROI for your bilingual websites Keys to SEO Success for Your U.S. Hispanic Websites 2
  • 3. www.HispanicMarketAdvisors.com Who is Hispanic Market Advisors?Hispanic Market Advisors ® is a boutique online agencythat helps companies of all sizes to improve theironline presence through Hispanic search engineoptimization (SEO) and search engine marketing (SEM)techniques to reap the growth of the Latin Americanand US Hispanic market.Hispanic Market Advisors ® also offers premium Englishto Spanish and English to Portuguese translationservices. Keys to SEO Success for Your U.S. Hispanic Websites 3
  • 4. Hispanic, Latino, or Spanish origin? www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 4
  • 5. www.HispanicMarketAdvisors.com The “big” picture – what piece of the “pie” is the Hispanic market?Population - the fastest and largest growing segment of the U.S. population: accounted for 15.3 percent of the U.S. populationPurchasing power: amounted to $951 billion in 2008, 8.9 percent of the total. Selig Center for Economic Growth projects that purchasing power for Hispanics will continue to grow throughout 2012-2013Latinos largest markets: Texas, California, Florida, New York, New Jersey, New Mexico, Nevada, Illinois, South Carolina, North Carolina, Georgia, Washington, ArizonaSegmentation – who to target? acculturation, language usage and preference, nativity, and country of origin Keys to SEO Success for Your U.S. Hispanic Websites 5
  • 6. Hispanics Account for More than Half of Nations Growth in Past Decade www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 6
  • 7. Hispanic buying power is expected to grow 50percent in the next five years, from $1 trillion in 2010 to $1.5 trillion in 2015 www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 7
  • 8. Latino Populations in Select U.S. Metropolitan Areas www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 8
  • 9. What language do US Hispanics use or prefer? www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 9
  • 10. What language do US Hispanics use or prefer? www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 10
  • 11. US Hispanic search volume growthReviews Coupons +279% +934%Social All Search +154% +2,191% Weight Loss +11,610% 11
  • 12. Where is Google heading in the future? www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 12
  • 13. www.HispanicMarketAdvisors.com Ways to improve your search engine placement and boost SERP: Having a Spanish-language version of your site (translated, localized, and SEO optimized) Establishing strategic alliances with Hispanic associations and Chambers of Commerce and add inbound links with keyword-rich anchor texts Building content syndication partnerships Focusing on Hispanic IPs Conducting organic Hispanic SEO (on-page and off-page SEO) – partnering with a specialized agency Engaging Hispanic customers through Hispanic local media and brand Facebook pages Using Hispanic celebrities or well-known reputable bloggers as brand Ambassadors Distributing SEO-friendly press releases regularly with hyperlinks to the site Keys to SEO Success for Your U.S. Hispanic Websites 13
  • 14. Executing a cost-effective Hispanic SEO campaign: SEO ranking factors www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 14
  • 15. www.HispanicMarketAdvisors.comImportance of keyword research/analysis and site architecture:  Use Google’s Keyword Suggestion tool to discover keywords with high customer demand (Global and Local Searches)  Use Google Trend Data to learn new keyword trends  Use Google Insight to compare search volume patterns across specific regions, categories, time frames and properties.  Use Social Mention for real-time social media search and analysis  Perform a competitive analysis to learn what keywords other companies in your industry are targeting (competitive intelligence) Keys to SEO Success for Your U.S. Hispanic Websites 15
  • 16. Google Keyword Tool www.HispanicMarketAdvisors.comKeys to SEO Success for Your U.S. Hispanic Websites 16
  • 17. www.HispanicMarketAdvisors.comBest practices for optimizing your site content for Hispanic SEO:  Know your product, know your audience  Include targeted keywords from your keyword list in your META tags, titles, body copy, etc (keyword density)  Use targeted keywords as anchor texts in your off-page optimization efforts  Language accessibility + Cultural relevancy  Use a combination of English and Spanish content – if you want to cover the entire spectrum of Hispanic consumers  Use cultural relevant content when speaking to Hispanic consumers – pay attention to translation, images, key messages, etc Keys to SEO Success for Your U.S. Hispanic Websites 17
  • 18. www.HispanicMarketAdvisors.comHow to work effectively with cross-functional teams:  Find the nexus between SEO, social media and PR – and conduct regular meetings to align goals and objectives  Create a roadmap that identifies the audience you’re after, the goals you’re trying to reach (and can measure) as well as a strategy that sets the stage for the tactics you’ll use to execute your game plan.  Social interactions and media sharing can improve a brand’s visibility within search results through profiles, videos, blog posts, or other media.  Popular social content gets exposure, traffic and can result in a substantial number of relevant inbound links. Keys to SEO Success for Your U.S. Hispanic Websites 18
  • 19. Social is Key to SEO in 2011 www.HispanicMarketAdvisors.comKeys to SEO Success for Your U.S. Hispanic Websites 19
  • 20. How to make social media and publicrelations work for SEO and vice versa www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 20
  • 21. www.HispanicMarketAdvisors.comHow to measure effectively the ROI for your bilingual websites?  Check Google Analytics (traffic, pageviews, keywords, etc) – and create Goals  Add conversion codes into your “thank you” pages – funnel optimization  Check reports from your Toll-Free numbers  Use partner IDs or stream queries to measure traffic that moves across language versions  Use coupons or promo codes to link conversions to specific efforts Keys to SEO Success for Your U.S. Hispanic Websites 21
  • 22. Check your Map Overlay Analytics www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 22
  • 23. Check your Language Analytics www.HispanicMarketAdvisors.com Keys to SEO Success for Your U.S. Hispanic Websites 23
  • 24. www.HispanicMarketAdvisors.comSEO tips for bloggers:http://hmas.in/seo-for-blogsSpanish SEO: Domain per language, subdomains or languagefolders:http://hmas.in/creating-spanish-urlsWhite Paper: SEO Success in Spanish:http://spanishseoadvisors.com/white-papers/seo-success-in-the-spanish-language.pdf Keys to SEO Success for Your U.S. Hispanic Websites