As the world’s second-largest Spanish-speaking country, the US is offering ever-increasing reasons why developing a strategy for Spanish SEO is crucial. After all, everyone is aware that with the recent Google algorithm changes, it is more critical than ever that you own original copy when you speak to your customers in their language.
However, knowing the Spanish language isn’t enough; it requires complete knowledge and understanding of SEO along with your target audience and market to be truly successful. In this regard, our experts at Alpha Co. Marketing and Media have come up with some tips to create an effective Spanish SEO strategy.
Be Conscious About Regional Variations While Selecting Your Keywords!
Just as there are several ways of saying a particular word in the English language, for example – service road is also called side road, frontage road, or ramp, the same is the case in other languages as well. For instance, in Columbia, the word torta means cake, while in Mexico, it means a sandwich. Therefore, if you wish to include a keyword for sandwiches for your local business in Mexico, you can use the word torta, but it won’t work if you wish to target customers in the Columbia region.
So, it is important to understand the variations in the diversity of different regions and create keywords accordingly to reach more audiences. This way, you can have more online traffic, and more traffic means more leads and sales.
Don’t Focus Just on Translating!
Although understanding a specific language is vital, in the present day and age, a mere translation will not cut it. Merely dumping in the keywords and relying on Google Translate for understanding the intricacies of a specific language is not enough.
If you want steady results, you should focus on Spanish optimized content as translation will not help you to reach a greater audience. Therefore, it is advised to have optimized content that caters to your target market and customers than using a translation.
Focus on How to Reach Your Target Audience!
Research and learn every small detail about the market that you want to enter as well as its customers. For example, which are the most visited websites and online search engines that customers use. In some locations, YouTube is the most visited website, while some locations have Google as the most visited website.
Therefore, prioritize your efforts according to the website to reach more users. You wouldn’t want to waste your precious time and money on the sites that don’t give you a high ROI. When you know the areas you should target, it becomes relatively easy to reach the audience that will help your company to grow.
Identify What Your Customers’ Search and What are their Buying Behaviors!
What content do users search? Where do they initiate the process, via desktop or mobile? Do they purchase products online? What products do they purchase? How do they make payment? Most importantly, what is your strength? What does your products or brand bring that your competitors don’t?
Hispanic customers are more likely to trust brands that know about their culture and community. It only makes sense that they are loyal to such brands as most people like to follow what they believe in, and companies can benefit immensely if they can win their support. Therefore, it becomes imperative to communicate your brand message effectively, inform them how you are unique and better, and that you speak their language and understand their needs. This way, you can become a prominent brand among customers.
Create Specific Keywords!
You can use Google Keyword Planner to search for keywords. When you search for Spanish Keywords, change the default language setting from English to Spanish. When you keep user experience a top priority, you find new ways of reaching your target audience. Here’s an example for you to clear things up.
Let’s say you work in the hospitality industry, and you want to drive customers to your business. You know that most people search for hotels in the locations they are interested in or places they want to visit. However, merely targeting keywords based on location will only do much good, you have to be more specific than that to reach your potential audience.
You have to focus your keywords research based upon services and amenities that customers find attractive such as hotels with gyms, hotels with swimming pools, hotels with open bars, etc. This will ensure that you reach a greater audience, and you have a better chance of growth in the long run.
Don’t Ignore Metadata!
In metadata, you just have a limited number of characters available; therefore, you must use it wisely. It is not the place for long elaborate descriptions, sophisticated adjectives, and ellipses. Although the metadata doesn’t have a direct impact or influence on online rankings, it does give the preview of webpages and can drive a users’ decision to click through and learn more about them. Think of this place as a space to exhibit your most crowned jewels. Inform users what makes you unique? Why should they pick you over your competitors?
Always Be Consistent!
If the on-page elements of your website are in the Spanish language, such as page content, URL structure, ALT tags, and metadata, then your site’s off-page elements, such as link building, should also be in the Spanish languages. You must take care of your international website consistently. Just like English websites, Spanish websites also need keyword updates, time-relevant content and posts, and new photos and videos.
When you wish to grow your business across international borders, and in this case, across the Hispanic community, you must address the complexities of requirements that different customers have. No two people are the same, similarly perspective and online behavior of Spanish-speaking and English-speaking people will also be different. You can’t use the same SEO strategy to effectively reach diverse users.
At Alpha Co. Marketing and Media, we have experts who understand the Spanish community, and our bilingual workforce has the proficiency in creating effective Spanish SEO strategies that you and your business can benefit from.