Sensis PRSA Spanish SEO Presentation

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Presentation given to members of PRSA Miami Chapter on opportunities in the world of Spanish-language SEO for reaching and engaging U.S. Hispanics.

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Sensis PRSA Spanish SEO Presentation

  1. 1. Spanish Search Engine Optimization (SEO)<br />Jose R. Villa<br />President, Sensis<br />November 10, 2010<br />
  2. 2. Spanish SEO Overview<br />
  3. 3. ROI<br />SEO ranks #1 among marketers in terms of return on marketing investment<br />More cost-effective than Paid Search<br />69% of respondents rank SEO among their top 2 tactics based on marketing ROI*<br />*Marketing Sherpa, 2006<br />
  4. 4. Effective SEO is ongoing, much like social mediaIt’s not “a campaign” with a set start and end date<br />
  5. 5. 2 Keys to SEO Success 1. understanding the basic logic of the search engine algorithms2. understanding unique search behavior of Hispanics <br />
  6. 6. 4 Key Trends to Stay Ahead Of<br />
  7. 7. Challenges<br />
  8. 8. Driving Spanish traffic from Latin America & SpainInability to geo-target efforts<br />
  9. 9. Time commitment required Content Link Building <br />
  10. 10. Recommendations<br />
  11. 11. Establish a Web platformUnique URL Separate website<br />
  12. 12. When possible, combine SEO + Paid Search<br />Increases total traffic by 66%<br />Increases consumer purchase consideration by 8%<br />
  13. 13. Consider off-shore / Latin American-based SEO resources (especially if already outsourcing Web services there)<br />
  14. 14. Client Lesson Learned<br />
  15. 15. Google will drive the majority of traffic<br />
  16. 16. Expect a higher % of new visitorsDesign and structure site for people who have never been there beforeEmphasize bringing them back<br />
  17. 17. Deep-linking is extremely important<br />
  18. 18. THANK YOU!<br />@jrvilla<br />www.linkedin.com/in/josevilla<br />www.thinkmulticultural.com<br />jrvilla@sensisagency.com<br />

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