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 application, Translation Strategy, and much more!
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The Building Blocks of Spanish Digital Marketing
- 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
- 4. The Building Blocks of Spanish Digital Marketing ABC
- 5. 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
- 8. Spanish > English Worldwide http://infogr.am/Most-Spoken-Languages-in-the-World
- 11. How are they getting online? http://www.tnooz.com/wp-content/uploads/2013/08/LatAm-vs-USA1.png
- 12. US Hispanics The Key Demographic
- 14. 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
- 15. US Hispanic Market = Growth http://blog.thesanjosegroup.com/?p=2738
- 16. Hispanic In The Marketplace http://blogs.hrblock.com/2012/01/24/the-rise-of-the-latino-consumer/
- 17. Univision is the #1 in Ratings
- 19. Identify The Opportunity On Your Website
- 21. Traffic from ES speaking Countries
- 22. Traffic to Es version of the site
- 24. Are we talking about you?
- 25. Social Media Search / Interactions
- 26. RSS Fresh Web Explorer Google Alerts
- 27. Market Forces & Company Priorities
- 28. Competitors?
- 30. Logistics Locations Phone support Email support Shipping options Pricing differences
- 31. Preparando tu sitio: Estructura de dominio ABC
- 32. Preparing The Site Structure
- 33. CC TLD
- 34. Subdomain
- 35. Subfolder
- 37. Preparando Tu Sitio Estrategia de Traduccion ABC
- 38. Preparing Your Website: Translation Strategy
- 39. One Translation, Multiple Countries Great For: SMB’s SaaS Startups
- 40. Content for Every Market Great For: Multinational Corporations eCommerce sites Companies with Physical Locations
- 41. Do NOT Machine Translate
- 42. De-Index MT, or Watch Out! • Picture of Roger Mozbot?
- 44. Hreflang: For Countries, AND Languages rel="alternate" hreflang="x"
- 47. Hreflang: Similar Content, Different Target
- 48. Language, Then Country <link rel=”alternate” hreflang=”es-US” href=”http://alturainteractive.com/es/” />
- 49. Use Correct Values Language: ISO 6391-1 Country: ISO 3166-1
- 50. Continents are NOT Supported No «EU», «LA»
- 51. 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"
- 52. 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”
- 53. 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
- 55. 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/" />
- 57. Let’s Be Social
- 58. Spanish Speakers Love SM http://www.puntogeek.com/2013/02/11/estadisticas-del-uso-de-internet-en-latinoamerica/
- 60. Basic Tips Across Platforms
- 61. Account Structure Person or Business By Language or by Country?
- 62. • Find Similar Companies • Look At Their Followers • Poach Them Using Ads and Special Offers
- 63. • 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
- 64. Marketing de Contenido Para Quien Lo Hago? ABC
- 65. Spanish Content Marketing: Who To Target
- 66. (Not Provided)? No es Problema Build Personas
- 67. Leverage Internal Data • How expensive is your product? • Age group • Sex • Special --characteristics – Job – Hobbies – Interests
- 68. Google Instant: Search Intent • What should they be looking for when they find you?
- 69. Try Terms in Different Ways • What should they be looking for when they find you?
- 71. Find Publishers in the Vertical
- 72. Who Uses Their Hashtag?
- 73. What Do They Share
- 74. Process:What Do They Do?
- 75. Facebook Process: Start Big
- 76. Add Pieces
- 81. Give Me All The DATAZ! http://alturainteractive.com/data-for-content-marketing-in-spanish/
- 84. Data Viz Works: If It’s Great http://chriswhong.com/projects/phillybiketheft/
- 86. Blog Posts Are Still OK… But Some Tips:
- 87. Formal vs. Informal Usted vs. Tu Informal is Better
- 88. Capitalize Only the First Word of Title Example: Formas de crear contenido
- 89. What NOT To Do:
- 90. Contextual Links Rule Co-Citation + Branded Links = More Safety
- 91. Video • Youtube : 2nd biggest Social Media Platform, in Latin America • Youtube Ads: Huge Opportunity!
- 92. SkyScraper Content Method H/T @Backlinko
- 94. If It Does, Create Something WAY Better
- 95. Find Successful English Content
- 96. Divide Links By Language • Screenshot de backlinks hacia moz be….
- 97. Check Backlinks For Spanish
- 98. Translate, Localize and Improve on It http://seo.pe/guia-seo-para-principiantes/
- 99. Reach Out to Sites Linking to Original Content • Screen shot de un correo de outreach
- 102. Prospecting Tools
- 104. Qualification Relevance Recency Engagement Shares Comments Domain Metrics DA PR
- 106. DIGITAL PR: Outreach
- 107. The Best You Can Hope For is 15%
- 108. Spanish Internet Is Smaller
- 109. Write In Spanish
- 110. Keep It Short
- 111. Address the Webmaster How They Address Readers
- 112. Don’t Be As Direct Azul -img
- 113. Prioritize Outreach Method Contact Form Facebook Email
- 114. Video Outreach Google + Youtube Private Videos Vsnap
- 115. Know Your Time Zones
- 116. Know Your Holidays
- 117. Remember, It’s a Small World…
- 118. ACTIONABLE TIPS
- 119. SPANISH SPEAKING MARKETS ARE NEXT. YOU’VE BEEN WARNED
- 120. MAKE SURE THE NEED FOR YOUR PRODUCT EXISTS
- 121. GET THE RESOURCES, IT WON’T BE CHEAP
- 122. DECIDE ON A DOMAIN STRATEGY: ccTLD, SUBDOMAIN OR SUBFOLDER
- 123. DECIDE ON A TRANSLATION STRATEGY: LO BARATO PUEDE SALIR CARO
- 126. SOCIAL MEDIA RULES. BE THERE
- 127. BUILD PERSONAS BASED ON DATA
- 128. BASE PERSONAS ON REAL PEOPLE
- 129. NO SILVER BULLET, CREATE DIFFERENT TYPES OF CONTENT
- 131. PERSONALIZE OUTREACH
- 132. USE CONTACT FORMS AND FACEBOOK FOR BEST RESULTS
- 134. BE HELPFUL
- 135. BE TRANSPARENT
- 136. ¡BUENA SUERTE!
- 137. ¡Y GRACIAS! @zephsnapp @AlturaInt Zeph Snapp on G+ zeph@alturainteractive.com
- 138. 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!