The document discusses the effectiveness of Spanish search engine optimization (SEO) and its high return on investment compared to paid search. It emphasizes the importance of understanding search engine algorithms and Hispanic search behavior, along with the need for ongoing SEO efforts and proper web platform structure. Key strategies include combining SEO with paid search, utilizing offshore resources, and focusing on visitor retention through site design and deep-linking.

1. Spanish Search Engine Optimization (SEO)Jose R. VillaPresident, SensisNovember 10, 2010

2. Spanish SEO Overview

3. ROISEO ranks #1 among marketers in terms of return on marketing investmentMore cost-effective than Paid Search69% 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 SearchIncreases 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!@jrvillawww.linkedin.com/in/josevillawww.thinkmulticultural.comjrvilla@sensisagency.com