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How To Reach US Hispanics With Spanish SEO & SEM Strategies
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How to Reach U.S. Hispanics with Spanish-Languages SEM Strategies by Silvia Prado is one of the articles featured in the first annual 2010-2011 U.S. Hispanic Social ...

How to Reach U.S. Hispanics with Spanish-Languages SEM Strategies by Silvia Prado is one of the articles featured in the first annual 2010-2011 U.S. Hispanic Social
Media Guide which is guide on how to reach Latinos through social media.

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How To Reach US Hispanics With Spanish SEO & SEM Strategies Document Transcript

  • 1. How to Reach U.S. Hispanics with Spanish-Language SEM Strategies By Silvia Prado Open ‘round the clock THIS YEAR MARKS A VERY exciting year for Hispanic marketers as Your website and online marketing efforts work as your virtual we await the results of the 2010 US Census. The outcome will surely salesperson 24/7/365. represent significant opportunities for Hispanic communications professionals, especially in the online space. How do marketers So, how do you get started? Here are some simple “Spanish- effectively target this lucrative demographic? Below are a few language SEO” tips to get you going: compelling reasons to incorporate Spanish-language search engine optimization (SEO) and search engine marketing (SEM) initiatives into Check for accurate Spanish translation. To ensure that your your communications mix: messages hit home, make sure your website is translated by native Spanish-speakers. Professional translators are your best bet. Population size Review your website structure. There are many factors that According to the last US Census, Hispanics are the largest ethnic contribute to the ranking success of your website, including: age of minority in the US, comprised of nearly 50 million Hispanics and domain/URL, URL structure, content, internal link structure, trust, 3 million Hispanic-owned businesses. keywords, outbound links or inbound links. Analyze your site. Not only can web analytics measure website US Hispanics are online traffic, but it can also be used to give you insights on how to The Hispanic online market, a diverse group, presents a unique optimize web usage and drive click-throughs. Google Analytics to opportunity to reach one of the fastest-growing and lucrative customer improve your marketing effectiveness. segments on the internet. According to eMarketer.com, a digital Spanish and English keyword research. There are a multitude of marketing research firm, over 52 percent of US Hispanics are online, keyword research tools than can help you get started on optimizing representing about 24 million internet users in 2009 and an estimated your website to address both the Spanish-speaking and English- 39 million by 2014. speaking markets. Some include: Wordtracker, KeywordDiscovery, Compete, Hitwise, and Google Keyword Tools. Two languages, two opportunities Optimize website copy, titles and labels. Apply steps 1-4 to improve Many US Hispanics online are bilingual and, according to comScore, natural search results. about 19 percent of US Hispanic internet users use Spanish as their Off-page factors – promote your site through content. Backlinks and primary language. Search engine marketing can be an effective way inbound links originate from outside your website, but points directly to target US Hispanics in both English and Spanish. back to it. They are used to measure the importance and popularity Increase your visibility and marketshare of the website, establishing credibility and better ranking results. Spanish is the third most-used language on the internet, says Some of the various ways you can create authoritative inbound links World Internet Statistics. However, thousands of Spanish-language are: websites are lagging because they are not effectively built, do not include quality content and are not search-engine optimized, among other reasons. SEO boosts website traffic Spanish-language SEO is an effective way to increase website traffic and conversions. Some of the benefits include targeted traffic from natural search results, increased web traffic, more sales/ leads, expanded reach, boosted search-engine rankings and established brand credibility. Invest for the long term Spanish-language SEO is a long-term strategy with a high return-on-investment because it can decrease your marketing expenditure while providing a more efficient way to reach your target market. continued on page 28 2010-2011 U.S. Hispanic Social Media Guide 2010 27
  • 2. How to Reach U.S. Hispanics with Spanish-Language SEM Strategies, cont. • Directories • Blogs • Articles • Press release distribution and media outlet pick-up • Social media sites • Link-building from other websites that agree to point to yours • Online advertising • Pay-per-click marketing Keep at it! The internet has lots of resources to help you reach your communications goals through SEO and SEM, including: Marketwire’s US Hispanic Newsline SEOTOOLS SEOmoz AOL Hispanic Cyberstudy Hispanic Market Overview - 2010 2010 US Hispanic Social Media & Marketing Overview ABOUT THE AUTHOR: Silvia Prado is an account executive at Marketwire, a leading global newswire, and is based in Miami. Her email is sprado@marketwire.com and her Twitter is @Silvia_Prado. Coming this Father's Day (June 20th) Join PapiBlogger as he travels 10,000 miles across the U.S. in 40 days with his family. You're invited to follow along at www.PapiBlogger.com, and join in the conversation as he Blogs, Tweets and Facebooks parenting tricks along the way. For additional information and sponsorship opportunities, please e-mail mypapi@papiblogger.com www.twitter.com/papiblogger www.facebook.com/papiblogger 2010-2011 U.S. Hispanic Social Media Guide 2010 28