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. Spanish Search Engine Optimization and Online Marketing for the Hispanic Market Richard Estevez, CEO, Trusted Translations, Inc. Gustavo Lucardi, COO, Trusted Translations, Inc.
- 2. Roadmap • Hispanic Market • How to Reach them Online
- 3. The Most Important Question to Ask?
- 4. What or Who the Heck is a Hispanic?
- 5. Courtesy of H&R Block
- 6. Courtesy of H&R Block
- 7. Courtesy of H&R Block
- 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
- 10. U.S. Hispanics by Geography
- 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. Online Marketing Strategies for the Hispanic Market
- 13. Online Marketing Concepts 1. 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. PPC vs SEO vs SEM
- 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. Multilingual SEO Vs. International SEO and 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. Domain Names for ISEO, GSEO and MSEO • Country code top-level domains (ccTLDs ) www.domain.com.mx (International SEO) • Subdomains espanol.domain.com (Multilingual SEO) • Folder Language www.domain.com/espanol/ (Multilingual SEO) • Folder Geographical www.domain.com/mexico/ Tip: Webmaster Tools. (Geographical SEO or International SEO)
- 18. Choosing a Domain Name and URLs for 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): http://www.amazon.es/ (Amazon Spain) • But has part of its US site targeted for the Hispanics in Spanish. • Apple uses the folder option for its main site: https://www.apple.com/mx/ (Apple Mexico) • Apple also uses subdomains and folders for their Store: http://store.apple.com/es (Apple Store in Spanish)
- 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. Responsive Design: Trusted Interpreters on a Laptop
- 21. Responsive Design: Trusted Interpreters on an IPAD
- 22. Responsive Design: Trusted Interpreters on a Phone
- 23. “Off Site” SEO • Blog Postings, Forum Postings, Press Releases, Great Content, Link Exchange, Social SEO, Link Bait, Authority Site Links…
- 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. Is it Easier to Target US Hispanics with Facebook Ads than with Google Adwords With the Location and Language Options of Adwords is not possible to target US Hispanics with the same precision than with Facebook Ads.
- 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.
- 28. Vanity SEO Keywords Vs. Long Tail Keywords
- 29. The Advantages of Long Tail Keywords The Advantages: Long Tail SEO has Higher Conversion Rates with Lower Competition
- 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. 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. 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. 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. 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. Summary of Online Marketing Strategies to 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. Q & A Session Thank You! Richard Estevez Gustavo Lucardi
Notas del editor
- To give you a Roadmap of where we are going today, we have split this discussion into two major categories . One is the Hispanic Market which includes an in-depth look at the Hispanic Market, how Hispanics act and most importantly their behavior online. I will take you through this part of the presentation. Gustavo will be going into more detail into the side of Search Engine Optimization with a particular slant on the Hispanic Market . His presentation is a great opportunity to get up to speed what is going on in the online marketing world and master this important area. So let’s get started.
- First, has everyone in here heard of the Hispanic market in general ? I ask this because Hispanic is a word mostly used in the U.S so some of you may not be very familiar with this. Ok. I see that most of you have heard of the Hispanic market. Now the next and probably most important question is
- What or who the heck is a Hispanic? Why is this important? Well, it is very difficult to reach a market that you cannot narrowly define. Depending on how you look at, the Hispanic market could be as large as the economy of one of the largest countries in the world (1.2 Trillion in Buying power to be exact) or just a niche market within the U.S. I would venture to say that you probably have run into at least one client that was trying to target the Hispanic market, perhaps they even requested the U.S. Hispanic market. Again, my question to you is What the heck is a Hispanic?? Is any one willing to give it a try?? Let’s take a quick quiz, let’s see if we can get it right. Let’s take a look at each case and let me know which one is or is not a Hispanic. As you notice, almost anyone regardless of race can be a Hispanic depending on whose definition you use. If you ask someone from Europe , they may say it is someone from Hispania (Basically anything related to Spain or Portugal). If you ask the U.S. Government , the define a Hispanic a person of Mexican, Puerto Rican, Cuban, South or Central American, or other Spanish culture or origin, regardless of race. In other words, anyone. Blue eyed, green eyed, rich, poor, executive, leaders, everyone. Everybody has a different idea was is a Hispanic and it creates a problem for companies that are trying to reach this incredibly large market. As most of you have realized, having a site in Spanish is not the answer. It is the start, but only a small fraction of the puzzle. You and your clients need to know how Hispanics, think and act to really penetrate this gigantic market. The more you know about this market, the more you can help your clients effectively localize and achieve actual ROI on their language investment. The first and probably most important questions to ask in this discussion for me is one that most people fail to ask or are afraid to ask.
- If you look to the U.S. version of Hispanic (or referred to as U.S. Latinos), the market is absolutely huge. In the U.S., it is now official the largest minority group. You can also see in this chart, the breakdown by country. You will notice that there is a heavy influence of Mexican and Puerto Rican. This chart will be important later on to help you determine what flavor of Spanish to use when you want to address this market.
- In this chart you will see two important things. One is that the incredible growth of purchasing power of the U.S. Hispanics or Latinos over the past 20 years. You will also see the huge number of 1.2 Trillion of purchasing power. To give you an idea, this purchasing power exceed that of Sweden.
- Finally, you will see that U.S. Hispanics own businesses and can be important direct clients for you. You can also see that U.S. Hispanics are evenly spread out over the workforce.
- So, I am going to take this a step further. I am going more narrowly define a U.S. Hispanic . Why? Because for me, the current definition of U.S. Hispanic is too broad and needs to be narrowed to be useful. Today, U.S. Hispanics really behave no differently than anyone living in the U.S. They are so integrated that it is really impossible to distinguish from the broader population in the U.S. So, let’s take a look at my definition. For me a U.S. Hispanic is someone living in the U.S. that prefers to speak and communicate in Spanish. Why, because this group acts differently than the group as a whole. You could call this a bit broader definition than foreign born Hispanics. Let me give you an example, I was born and raised in South Virginia by a mother from Colombia and a father from Cuba. I grew up speaking Spanish at home. However, I only watched TV in English, all my schooling was in English and most of my friends only spoke English. In fact, I used to ignore my mother when she spoke to me in Spanish in public as I was embarrassed. I associated myself with the U.S. much more than a Latin American. Only later did I realize that it was cool to speak other languages. In fact, I think I overcompensated by starting a language company. My point is that even though I am a U.S. Hispanic, I prefer to communicate in English. Thus, for the purpose of this presentation, I am not a U.S. Hispanic. For me, the true definition of the U.S. Hispanic market is framed by what language they prefer to communicate. So for the purpose of this presentation and I believe for the purpose of anyone that want to reach the U.S. Hispanic market, the focus should be on this group of individuals as I have defined above. Also, based on this definition, Gustavo will elaborate on how to best communicate and reach this group Online. As you will also notice, I specifically left out Brazilians in this definition. For me, Brazilians are a completely different group than U.S. Hispanics and merit their own category. If have ever met Renatto, you will understand my point. Brazilians are special.
- Now that we have defined a U.S. Hispanic and that they prefer to speak Spanish. It is important to understand what flavor of language to use if you want to address the U.S. Hispanic market. As you will notice, Mexico dominates at the country to origin with a close second Puerto Rico. Now does this mean you should use Mexican Spanish. Well it depends. If you are looking to have one U.S. Hispanic language without a specific target to the Mexican Americans, we generally recommend trying to go with a more neutral Spanish derived from a Spanish. We have found that Colombia Spanish is generally free from words that are tied to any particular country. In other words, it is difficult to tell that Colombian Spanish is from Colombia other than it lacks words used in other countries. It is the most neutral form of Spanish. Now if you want to target a specific group, we recommend localizing for that particular group. It is actually really easy to do and not that expensive. In general, if you want to target U.S. Mexicans, you can simply edit the neutral Spanish version to be more Mexican.
- What is in Red is predominately Mexican, in Blue is Cuban and Caribbean, Green is a mix with a strong emphasis on Puerto Rican and Dominican and Colombian. This will become an important chart as Gustavo will explain later this will help you and your clients address these Hispanics either through local SEO, local PPC or other online marketing tools.
- Now that you have a good idea of what is the U.S. Hispanic market, we can now turn to how Hispanics behave online and their preferences. This is important, as it help shape the Online strategy you should use for you and/or your clients. First and foremost, they prefer Spanish. They are more likely to buy or continue to navigate if it is in their particular language. They is also a strong preference for Spanish spoken in their flavor or dialect. The next major element is that Hispanics are mobile. They utilize mobile search so Gustavo will give you some key insight on how to take advantage of this. A related element is that Hispanic are very community oriented and tend to use local search tools like Google local search, Foursquare, etc. Next is that they love, I mean love social media. This is very important as Gustavo will explain. And finally, They search habits are all over the place. They search in Spanish, English, spanglish. In other words, listen to the key word research process section of Gustavo’s presentation. So without much further ado, I would like to hand this over to Gustavo for him to give you the secrets of actually reaching the Hispanics. Other Key Facts: - U.S. Hispanics rely on their mobile phones as the primary way to access the internet. If you are a marketer targeting US Hispanics, an optimized mobile website is a must - 64% of U.S. Hispanics visit video sites (versus 50% for the average population). Further 57% of them share videos. Videos is a high engagement vehicle for this audience. - They love mobile apps and mobile search actually more than non-hispanics. Online triggers come from Cable and Magazines 51% of Hispanic adults perform online research before shopping in a store regularly, 27.5% more than the 40% of non-Hispanic adults and 24% more than the 41% of overall adults who do so. 24% of Hispanic adults perform online search via cell phone, 71% more than 14% of non-Hispanic adults and 50% more than 12% of overall adults. Hispanic adults are much less likely than non-Hispanic adults to own a desktop computer but somewhat more likely to own a wireless laptop or netbook, Droid or iPad, and much more likely to own an iPod or iPhone. Use more streaming media online
- Slide text: W3 Language Standards as Basic Rules for MSEO - W3 Standards and Best Practices are used in Multilingual Search Engine Optimization as BASIC RULES to follow by Users doing White Multilingual SEO. For more details about that standards and best Practices. - W3 Language attributes are used especially when you are doing Multilingual SEO. Slide text: Multilingual SEO - With Multilingual SEO you are trying to rank in a specific LANGUAGE for Keywords in that Language on the Search Engines. Slide text: International SEO - International SEO, on the other hand, involves using certain practices to rank well in a certain Country, regardless of language. Slide text: Geographical SEO (Local SEO) - You can even go one step further with what I call Geographical SEO, which I highly recommend and strongly feel that everybody should be doing. A good example of this is using Google’s local listing to rank for searches in your area. This entails a bit of Geographical “Off-site“ SEO (Google’s local listing registration) and Geographical “On-Site” SEO which involves content on your site that will help you rank for local searches. Slide Text: MSEO or International SEO and Geographical SEO - One thing I want to keep clear is that Multilingual SEO, International SEO and Geographical SEO, are not mutually exclusive , in other words you can do all of them at the same time, it is just a question of focus, prioritizing and understanding where and who your target is. Slide Text: Domain Names for ISEO, GSEO and MSEO - Depending on the focus you want to highlight, the choice of Domain Names for SEO should be made on a case-by-case basis depending on the audience you want to target.