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Trusted Translations @ GALA Miami - Hispanic Online Marketing


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Trusted Translations’ CEO, Richard Estevez, and online marketing expert, Gustavo Lucardi, presented “Spanish Search Engine Optimization and Online Marketing for the Hispanic Market” at this year’s GALA 2013 Miami held on March 17-20, 2013. GALA 2013 Miami is one of the top conferences of the year in the language industry focused on globalization and localization.

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Trusted Translations @ GALA Miami - Hispanic Online Marketing

  1. 1. Spanish Search Engine Optimization andOnline Marketing for the Hispanic Market Richard Estevez, CEO, Trusted Translations, Inc. Gustavo Lucardi, COO, Trusted Translations, Inc.
  2. 2. Roadmap• Hispanic Market• How to Reach them Online
  3. 3. The Most Important Question to Ask?
  4. 4. What or Who the Heck is a Hispanic?
  5. 5. Courtesy of H&R Block
  6. 6. Courtesy of H&R Block
  7. 7. Courtesy of H&R Block
  8. 8. Hispanic Defined for our Purposes• Any person, regardless of social economic status, living in the U.S. that primarily communicates or would prefer to communicate in Spanish. – Richard Estevez
  9. 9. U.S. HispanicsSpanish Flavor
  10. 10. U.S. Hispanics by Geography
  11. 11. Hispanic Preferences and Habits• They are online and they prefer to navigate in Spanish• Strong user of mobile technology (stronger tendency to search through smart phone platforms)• Supporters of local community and related technology (Foursquare)• Heavy users of Social media and streaming media• Search utilizing Spanish / Spanglish and English (Keyword research key)
  12. 12. Online Marketing Strategies for the Hispanic Market
  13. 13. Online Marketing Concepts1. OM (Online Marketing)2. SEM (Search Engine Marketing)3. SEO (Search Engine Optimization)4. SM (Social Media)5. Paid Advertisement: PPC (Pay Per Click) and more (banners, sponsored links, maps, etc.)6. Email Marketing: (Opt-In Email Marketing Vs. Bulk Email Spam, Newsletters, RSS, etc.)
  14. 14. PPC vs SEO vs SEM
  15. 15. Online Marketing Basics• SEM (Search Engine Marketing) = SEO (Search Engine Optimization) + PPC (Paid Advertisement)• OM (Online Marketing) = SEM (Search Engine Marketing) + SM (Social Media) + EM (Email Marketing)• SM (Social Media) = Social SEO and SMO (Social Media Optimization)• SEO (Search Engine Optimization) = “On-Site SEO” + “Off-Site SEO”
  16. 16. Multilingual SEO Vs. International SEOand Spanish SEO Vs. Hispanic SEO• Multilingual SEO focus on language• International SEO focus on country• Geographical SEO from International to Local SEO• Multilingual SEO AND International SEO• Spanish SEO: Multilingual SEO• Hispanic SEO: International, Geographical, Local SEO• Spanish AND Hispanic SEO
  17. 17. Domain Names for ISEO, GSEO and MSEO• Country code top-level domains (ccTLDs ) (International SEO)• Subdomains (Multilingual SEO)• Folder Language (Multilingual SEO)• Folder Geographical Tip: Webmaster Tools. (Geographical SEO or International SEO)
  18. 18. Choosing a Domain Name and URLsfor Spanish SEO and Hispanic SEO• Go beyond SEO when you have to choose domains and URLs. There is not one right answer. Some examples from the big players…• Amazon decided to base its expansion into foreign market using Country code top-level domains (ccTLDs): (Amazon Spain)• But has part of its US site targeted for the Hispanics in Spanish.• Apple uses the folder option for its main site: (Apple Mexico)• Apple also uses subdomains and folders for their Store: (Apple Store in Spanish)
  19. 19. “On Site” SEO• Usability for any device• Friendly URLs• Light content• Light programming• Ensure human navigation for all devices• Make sure all versions of your site can be crawled by all Search Engines• Responsive Design…
  20. 20. Responsive Design: Trusted Interpreters on a Laptop
  21. 21. Responsive Design: Trusted Interpreters on an IPAD
  22. 22. Responsive Design: Trusted Interpreters on a Phone
  23. 23. “Off Site” SEO• Blog Postings, Forum Postings, Press Releases, Great Content, Link Exchange, Social SEO, Link Bait, Authority Site Links…
  24. 24. Social Media: SMO and Social SEO• Difference between SMO and Social SEO• Social Media Optimization (SMO)• Social SEO (SSEO)• Social SEO is Social Media as part of “Off-Site” SEO• Traffic from Social Media (SM) and Search Engines (SE) ≠ ROI• Example Tweets vs. Incoming Links• Facebook No for Rankings, Google+ No Yet
  25. 25. Is it Easier to Target US Hispanics withFacebook Ads than with Google AdwordsWith the Location and Language Options of Adwords is not possible totarget US Hispanics with the same precision than with Facebook Ads.
  26. 26. Find the Right Keywords• Keyword selection and placement are probably the most fundamental elements of this entire process• Keywords that bring the most traffic are normally not the same keywords that bring sales• It is an ongoing process where trial and error is often necessary to find the right keywords that convert• After you find the right keywords, you have to adapt your Online Marketing to those keywords. Instead of translation, transcreation to add the right keywords.
  27. 27. Long Tail Keywords
  28. 28. Vanity SEO Keywords Vs. Long Tail Keywords
  29. 29. The Advantages of Long Tail Keywords The Advantages: Long Tail SEO has Higher Conversion Rates with Lower Competition
  30. 30. Long Tail Keywords Research Process• Test new Long Tail keywords through PPC• Find New Long Tail Keywords• Retargeting on Site SEO for New Keywords• Retargeting off Site SEO for New Keywords• Look at your statistics to find possible Keywords• Look at your competitors to find New Keywords• Brainstorming: “25% of searches haven’t ever been seen before”• Starting again with the PPC test (Easier than SEO)• The process for Keywords in different languages is similar
  31. 31. Multilingual Long Tail SEO Process• Start with the translation and localization of the site• Think in the usability and quality content not in SEO (at the start)• Do on site SEO properly, and then start with Off site SEO• Start the Long Tail Keyword Research Process with your statistics• The translated keyword is not usually the best keyword: Test!• When you find the keywords in the target language: Transcreate!• The industry may act differently, the “funnel” as well• Explain to your local resources the concepts• Native Speakers Research and Brainstorming• Remember to test first with PPC (Easier than SEO to test)
  32. 32. How to Find the Right Spanish Keywords• Wholesale – Spain: Venta al por Mayor – Argentina: Venta Mayorista – Mexico: Mayoreo• Car Sales – Spain: Venta de Coches – Argentina: Venta de Autos – Mexico: Venta de Carros• Refer to the Long Tail Keyword Research Process
  33. 33. Keywords in Spanish Bonus Tips: Accents• The plural and singular of a keyword are distinct• Keywords that carry (or do not) are also distinct• Focus on Conversions (not on spelling)
  34. 34. Mobile Online Marketing• Mobile SEO is more focused on location but rules are similar• Local Authority, Local Incoming Links• Social Network’s Influence: Facebook, Twitter, Google+• Local Listings: Google, Bing, Yahoo, Facebook Places• Adwords Express (Google Local Listing)• Advertisement targeted to Mobile devices• Multilingual Mobile SEO: Local SEO in the select language• Long Tail: local, multilingual and mobile• Remember: Hispanics use their mobile devices to connect online to a much greater degree than non-Hispanics.
  35. 35. Summary of Online Marketing Strategiesto Target the Hispanic Market in the U.S.• Use of Spanish is only the first step• Find the right flavor and right keywords• Integrate right keywords into transcreated content• Geographic and Local SEM (SEO and PPC)• Hispanic Social Media (SMO and Social SEO)• Mobile Online Marketing with Responsive Design• Integrate SEO, SEM and SM in a compressive Campaign for the Hispanic Market• Retarget through Long Tail Keyword Research Process
  36. 36. Q & A SessionThank You!Richard EstevezGustavo Lucardi