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

1. Spanish Search Engine Optimization (SEO) Jose R. Villa President, Sensis November 10, 2010

2. Spanish SEO Overview

3. ROI SEO ranks #1 among marketers in terms of return on marketing investment More cost-effective than Paid Search 69% of respondents rank SEO among their top 2 tactics based on marketing ROI* *Marketing Sherpa, 2006

4. Effective SEO is ongoing, much like social mediaIt’s not “a campaign” with a set start and end date

5. 2 Keys to SEO Success 1. understanding the basic logic of the search engine algorithms2. understanding unique search behavior of Hispanics

6. 4 Key Trends to Stay Ahead Of

7. Challenges

8. Driving Spanish traffic from Latin America & SpainInability to geo-target efforts

9. Time commitment required Content Link Building

10. Recommendations

11. Establish a Web platformUnique URL Separate website

12. When possible, combine SEO + Paid Search Increases total traffic by 66% Increases consumer purchase consideration by 8%

13. Consider off-shore / Latin American-based SEO resources (especially if already outsourcing Web services there)

14. Client Lesson Learned

15. Google will drive the majority of traffic

16. Expect a higher % of new visitorsDesign and structure site for people who have never been there beforeEmphasize bringing them back

17. Deep-linking is extremely important

18. THANK YOU! @jrvilla www.linkedin.com/in/josevilla www.thinkmulticultural.com jrvilla@sensisagency.com