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The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
The Building Blocks of Spanish Digital Marketing
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The Building Blocks of Spanish Digital Marketing

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This #Mozinar covers all of the basics for international companies considering entry to Spanish-speaking markets. Topics covered include: SEO, SMM, Spanish Content Marketing, Proper Hreflang …

This #Mozinar covers all of the basics for international companies considering entry to Spanish-speaking markets. Topics covered include: SEO, SMM, Spanish Content Marketing, Proper Hreflang application, Translation Strategy, and much more!

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  • 1. The Building Blocks of Spanish Digital Marketing By Zeph Snapp Join us on Twitter at #Mozinar Questions or problems? Email community@moz.com
  • 2. Hola! Me Llamo Zeph Snapp Para livetweets en español sigue: @AlturaInt @ZephSnapp
  • 3. The Building Blocks of Spanish Digital Marketing ABC
  • 4. Let’s Talk About:  Spanish-Speaking Markets  Research For Content Marketing  Identifying The Opportunity  Building Awesome Stuff  Digital PR: Prospecting  Prepping Your Website  Digital PR: Outreach  Social Media
  • 5. Mercados Hispanos ABC
  • 6. Spanish-Speaking Markets All Grown Up
  • 7. Spanish > English Worldwide http://infogr.am/Most-Spoken-Languages-in-the-World
  • 8. Latin American GDP http://www.gatewayhouse.in/latin-america-3-projected-gdp-growth-in-2013/
  • 9. Internet Penetration Rate http://www.nearshoreamericas.com/wp-content/uploads/2013/08/infographic.jpg
  • 10. How are they getting online? http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
  • 11. US Hispanics The Key Demographic
  • 12. Hispanic Population http://www.census.gov/population/hispanic/data/2011.html
  • 13. Spanish Spoken At Home http://www.pewresearch.org/fact-tank/2013/08/13/spanish-is-the-most-spoken-non-english-language-in-u-s-homes-even-among-non-hispanics
  • 14. US Hispanic Market = Growth http://blog.thesanjosegroup.com/?p=2738
  • 15. Hispanic In The Marketplace http://blogs.hrblock.com/2012/01/24/the-rise-of-the-latino-consumer/
  • 16. Univision is the #1 in Ratings
  • 17. Identifica La Oportunidad ABC
  • 18. Identify The Opportunity On Your Website
  • 19. Browser Preference
  • 20. Traffic from ES speaking Countries
  • 21. Traffic to Es version of the site
  • 22. Current Backlinks
  • 23. Are we talking about you?
  • 24. Social Media Search / Interactions
  • 25. RSS Fresh Web Explorer Google Alerts
  • 26. Market Forces & Company Priorities
  • 27. Competitors?
  • 28. Looking To Expand?
  • 29. Logistics  Locations  Phone support  Email support  Shipping options  Pricing differences
  • 30. Preparando tu sitio: Estructura de dominio ABC
  • 31. Preparing The Site Structure
  • 32. CC TLD
  • 33. Subdomain
  • 34. Subfolder
  • 35. Advantages/Disadvantages http://moz.com/blog/the-international-seo-checklist
  • 36. Preparando Tu Sitio Estrategia de Traduccion ABC
  • 37. Preparing Your Website: Translation Strategy
  • 38. One Translation, Multiple Countries Great For: SMB’s SaaS Startups
  • 39. Content for Every Market Great For:  Multinational Corporations  eCommerce sites  Companies with Physical Locations
  • 40. Do NOT Machine Translate
  • 41. De-Index MT, or Watch Out! • Picture of Roger Mozbot?
  • 42. Markups y Datos Estructurados ABC
  • 43. Hreflang: For Countries, AND Languages rel="alternate" hreflang="x"
  • 44. Hreflang: Full Translation
  • 45. Hreflang: Partial Translation
  • 46. Hreflang: Similar Content, Different Target
  • 47. Language, Then Country <link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” />
  • 48. Use Correct Values Language: ISO 6391-1 Country: ISO 3166-1
  • 49. Continents are NOT Supported No «EU», «LA»
  • 50. Use: For Language HTML Link Element <link rel="alternate" hreflang="es" href="http://es.example.com/" /> HTTP Header If you have non-HTML content on your web pages, a good example is a PDF file, you can use rel=”canonical” HTTP headers to indicate the canonical URL for HTML documents. Link: <http://es.example.com/>; rel="alternate"; hreflang="es"
  • 51. Use: For Country (Spanish Language, American Users) HTML Link Element <link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” /> HTTP Header Link: <http://alturainteractive.com/> ; rel=”alternate” hreflang=”es-US”
  • 52. Hreflang Resources  http://moz.com/blog/using-the-correct-hreflang-tag-a-newgenerator-tool by @aleyda  http://searchenginewatch.com/article/2232347/A-SimpleGuide-to-Using-relalternate-hreflangx by @Nick_Eubanks  https://support.google.com/webmasters/answer/189077?hl=e n
  • 53. Geo-Specific Schema Markups
  • 54. Sitemap Instead of using markup, you can submit a language specific version via a sitemap. <?xml version="1.0" encoding="UTF-8"?> <urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9" xmlns:xhtml="http://www.w3.org/1999/xhtml"> <url> <loc>http://www.example.com/english/</loc> <xhtml:link rel="alternate" hreflang="de" href="http://www.example.com/deutsch/" /> <xhtml:link rel="alternate" hreflang="de-ch" href="http://www.example.com/schweiz-deutsch/" />
  • 55. Seamos Sociales ABC
  • 56. Let’s Be Social
  • 57. Spanish Speakers Love SM http://www.puntogeek.com/2013/02/11/estadisticas-del-uso-de-internet-en-latinoamerica/
  • 58. We Over-Index! http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
  • 59. Basic Tips Across Platforms
  • 60. Account Structure Person or Business By Language or by Country?
  • 61. • Find Similar Companies • Look At Their Followers • Poach Them Using Ads and Special Offers
  • 62. • Use Followerwonk and Follow.me to find accounts • Find and use Hashtags in your vertical • Make lists, reach out to those you listed, get shares
  • 63. Marketing de Contenido Para Quien Lo Hago? ABC
  • 64. Spanish Content Marketing: Who To Target
  • 65. (Not Provided)? No es Problema Build Personas
  • 66. Leverage Internal Data • How expensive is your product? • Age group • Sex • Special --characteristics – Job – Hobbies – Interests
  • 67. Google Instant: Search Intent • What should they be looking for when they find you?
  • 68. Try Terms in Different Ways • What should they be looking for when they find you?
  • 69. Followerwonk Process
  • 70. Find Publishers in the Vertical
  • 71. Who Uses Their Hashtag?
  • 72. What Do They Share
  • 73. Process:What Do They Do?
  • 74. Facebook Process: Start Big
  • 75. Add Pieces
  • 76. Get Content Ideas
  • 77. Give Me All The DATAZ! http://alturainteractive.com/data-for-content-marketing-in-spanish/
  • 78. Construyendo el Contenido ABC
  • 79. Building The Content
  • 80. Data Viz Works: If It’s Great http://chriswhong.com/projects/phillybiketheft/
  • 81. Data Viz http://chriswhong.com/projects/phillybiketheft/
  • 82. Blog Posts Are Still OK… But Some Tips:
  • 83. Formal vs. Informal Usted vs. Tu Informal is Better
  • 84. Capitalize Only the First Word of Title Example: Formas de crear contenido
  • 85. What NOT To Do:
  • 86. Contextual Links Rule Co-Citation + Branded Links = More Safety
  • 87. Video • Youtube : 2nd biggest Social Media Platform, in Latin America • Youtube Ads: Huge Opportunity!
  • 88. SkyScraper Content Method H/T @Backlinko
  • 89. Sometimes, “Ugh” Ranks
  • 90. If It Does, Create Something WAY Better
  • 91. Find Successful English Content
  • 92. Divide Links By Language • Screenshot de backlinks hacia moz be….
  • 93. Check Backlinks For Spanish
  • 94. Translate, Localize and Improve on It http://seo.pe/guia-seo-para-principiantes/
  • 95. Reach Out to Sites Linking to Original Content • Screen shot de un correo de outreach
  • 96. Relaciones Publicas Digitales: Prospecting ABC
  • 97. DIGITAL PR: Prospecting
  • 98. Prospecting Tools
  • 99. Advanced Search Operators
  • 100. Qualification Relevance Recency Engagement  Shares  Comments Domain Metrics  DA  PR
  • 101. Relaciones Publicas Digitales ABC
  • 102. DIGITAL PR: Outreach
  • 103. The Best You Can Hope For is 15%
  • 104. Spanish Internet Is Smaller
  • 105. Write In Spanish
  • 106. Keep It Short
  • 107. Address the Webmaster How They Address Readers
  • 108. Don’t Be As Direct Azul -img
  • 109. Prioritize Outreach Method Contact Form Facebook Email
  • 110. Video Outreach Google + Youtube Private Videos Vsnap
  • 111. Know Your Time Zones
  • 112. Know Your Holidays
  • 113. Remember, It’s a Small World…
  • 114. ACTIONABLE TIPS
  • 115. SPANISH SPEAKING MARKETS ARE NEXT. YOU’VE BEEN WARNED
  • 116. MAKE SURE THE NEED FOR YOUR PRODUCT EXISTS
  • 117. GET THE RESOURCES, IT WON’T BE CHEAP
  • 118. DECIDE ON A DOMAIN STRATEGY: ccTLD, SUBDOMAIN OR SUBFOLDER
  • 119. DECIDE ON A TRANSLATION STRATEGY: LO BARATO PUEDE SALIR CARO
  • 120. DON’T. MACHINE. TRANSLATE. (please?)
  • 121. IMPLEMENT HREFLANG CORRECTLY
  • 122. SOCIAL MEDIA RULES. BE THERE
  • 123. BUILD PERSONAS BASED ON DATA
  • 124. BASE PERSONAS ON REAL PEOPLE
  • 125. NO SILVER BULLET, CREATE DIFFERENT TYPES OF CONTENT
  • 126. LEVERAGE MULTILINGUAL TOOLS
  • 127. PERSONALIZE OUTREACH
  • 128. USE CONTACT FORMS AND FACEBOOK FOR BEST RESULTS
  • 129. HIGHLIGHT THE BENEFIT
  • 130. BE HELPFUL
  • 131. BE TRANSPARENT
  • 132. ¡BUENA SUERTE!
  • 133. ¡Y GRACIAS! @zephsnapp @AlturaInt Zeph Snapp on G+ zeph@alturainteractive.com
  • 134. Email: Zeph@AlturaInteractive.com Twitter: Zeph Snapp Website: www.AlturaInteractive.com Find this recorded #Mozinar and slide deck at http://moz.com/webinars very soon!

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