The search

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marketing&advertisingmarketing&advertising
The Search(Introductory digital marketing strategies
and tactics to reach the Hispanic Market)
FPO Marketing | 210.829.8855 | marcos@fpomarketing.com

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The goal for the“Insides out”outreach is to highlight
the importance of the Hispanic market and the need
to market to this segment.
What you’ll find in the following pages are some great
facts,strategies and tactics on online search for the His-
panic consumer.
Why did we start with the search. Because,this is the
most overlooked aspect of marketing in the industry.
We hope our packet helps you connect with the hearts,
minds and wallets of the consumer. Hey,we are
marketers after all.
If you have any questions please feel free to email
marcos@fpomarketing.com
The Goal

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53% of Hispanic consumers use online searches when
researching for products or services.
the search
84% of Hispanics use the internet as a primary source
of information vs 78% of the general population.
of Hispanics use their smart phones to do search.
70%
Source:Think with Google 2010
of Hispanics made a purchase in-store as a result of
seeing online advertisements while researching products.
(22% more than the general population)
61%
93% of Hispanics use Google for searches.

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38% visited an online video website.
search:
online actions
54% made a purchase online.
talked to others about something learned from a search.
49%
visited a social networking site.
48%
61% visited a specific brand’s website.

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search:
0ffline actions
43% made a purchase in-store.
recommended a brand,product or service to others.
36%
look for more information on line.
29%
46% visited a retailer.

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seo & sem
seo
Stands for Search Engine Optimization.It is a process of
modifying a website to increase its ranking organically
on the search engines and to drive targeted traffic for
relevant search results.
sem
Stands for Search Engine Marketing.It is a process of
gaining traffic through visibility of search engines using
PPC (pay-per-click) advertising.
85% of clicks
are from
organic
15% of clicks
are from paid

does it makes
a difference
where you rank?

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click through
43% is the likely hood that the viewer will click on the link
if you come up as the number one result after a search.
% of clicks result position
12% 2
9% 3
7% 4
5% 5
4% 6
3% 7
3% 8
2% 9
Source:Think with Google

how to be
found online:
keywords.

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tools
Below is a list of tools that we use in keyword research.We
just don’t use one but several services to get a true picture
of the keywords that the consumer and our competitors
are using.
Keyword ranking are a great source to know what words
the consumer is using when looking for using describing
a product or service.
We use these keyword insights not only for writing copy,
but across all aspects of our marketing.
This is especially important when geo-targeting Hispanic
consumers.Depending on the country of origin,different words
may be used describe the same product or service.
www.googlekeywordtool.com
www.google.com/analytics
www.google.com/webmaster/tools
www.keywordsspy.com
www.spyfu.com
keywords

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tips
on
keywords
Nuggets: Start with research using Google
keyword tools. Search for words that are relevant
and unique to your product.Then build on what
your key insights (keywords) that are going to be
to move your brand in the hearts and minds of the
consumers.
General vs Long-tail words: General words are one
word descriptors or brands. Long tail keywords
are keywords that are comprised by one or more
words,four to three words is idea (see chart next
page).
1,000 to 10,000: At FPO we select keywords that
fall in the above range. Do a search in Google
to see if the the selected keyword has less that
50,000 select it.
Export: Export your keyword list.Use it in your
marketing.Check you keywords biweekly.
tips on
keywords

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conversion rate by keyword phrases length
conversion rate
40
35
30
25
20
15
10
5
6+ word phrase
5 word phrase
4 word phrase
3 word phrase
2 word phrase
1 word

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be found
optimize
the
search
On-Site: Ok,the best way to think of on-site is
all those nifty things that will effect the way the
search engines rank you on your website.This
includes adjusting the layout of your website,
adding code on pages,HTML scripts,inserting
relevant keywords within the content of your
website.
Off-Sight: These are“link building”or getting links
back to your site from other sites other than your
main website.
Now,that’s out of the way,lets look at some of
the things you can do to improve your on-site
SEO score

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be found
onsight
Title Tags: This is the page or post title as it shows
up in the top of the browser in the search engine.
You should use your keywords as the title.Don’t
stuff the title with as many keywords,keep it
human. Your audience is king.
Meta Description: This is the paragraph below the
title that is used to engage consumers to click.Be
as engaging as you can with 150 words.Yes,use a
couple of keywords
Permalink: This is everything after the domain
name that reference the post page.Make sure to
keep it human and customize the permalink to be
legible.
Headings: Use your keywords in the headlines.Try
to use 2-4 word phrasing.The consumer will grab
on to them and so will the search engine.
Paragraph: Audience is King.So make the content
engaging and relevant.Use a key word within ev-
ery 350 words (this is referred to as key word den-
sity) but don’t make it read weird.It is better to be
engaging the on the mark with a keyword.Write
for your audience and then for the search engine.

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your website
Created by SEOMOZ
off-sight
Content is queen in getting better
ranking for your main site. This is an
ongoing process.
on-sight
You should review your keywords
once every six months to make sure
you get the results.

in english
or spanish
yes.but,content,
and context is key.
more to come on this
subject in the near future.

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Essential
why is online marketing
essential for all brands?
- Boost ranking of your website resulting in higher likely hood
of a sale and consumer engagement.
- People search for your product or service.
- Generate targeted leads and customers.
- Increase target traffic.
- Grow your business.

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