Many organizations and businesses have mastered SEO and for a good reason. Everyone knows the importance of SEO, as it is influential in driving customers towards your products and services. Unfortunately, many businesses are making a grave mistake in their content strategy – they’re failing to market their products across different demographics with culturally specific marketing content. Spanish SEO is something that is becoming increasingly important with the growing Hispanic community in the US. In this blog, you’ll get to know about the shortcomings of most businesses concerning their Latino-targeted SEO strategies and how to fix them.
Hispanic Customers in the US
In the US alone, the population of the Hispanic community is around 52 million people, and the numbers are quickly growing. It is the second-largest ethnic group, and Spanish is the second-most broadly spoken language (after English) in the United States. As the demographic is expanding beyond the territories of origin, several businesses have to reconcile with the actuality that enhancing relationships with the growing Hispanic population is crucial when making strategies for multicultural, multilingual marketing campaigns.
However, what does that mean to improve these relationships? Ignoring the truth that the Hispanic population is massive and its purchasing power is rising not only hampers businesses but also disappoints the Hispanic community. Companies and businesses should work on being a bit more culturally sensitive and conscious of their target audience to prevent these pitfalls. SEO must be the core element of these changes.
Regional Spanish – Translation’s More Complex than You Think
How does SEO look when it is customized according to a Spanish-speaking community? Here is a clue: it is not about a plain translation of keywords! According to the theory of basic literary translation, good translations are beyond the immediate meaning of words. In the digital marketing world, it means that the literal translation of English keywords to Spanish keywords is not enough.
Consider all the nuances of the keywords you want to target. Discriminatory stereotypes have caused many businesses to think that the Spanish-speaking Hispanic community in the United States is a monolithic demographic, and it is the first issue that must be addressed. It is a primary linguistic realization – the language of Spanish is greatly localized. Similar to the US American difference between “soda” in the Northeast and “pop” in the Midwest, different regions and communities of South and Central America have totally different words for absolutely same things.
Take the word “banana” for instance. In several regions of Mexico, it translates to “banana”, but it becomes “banano” in Guatemala. Further south, it is called “guinea” in Puerto Rico, and Andeans have “plátano”. Think about the masses of people from each of these Latin American countries, who are living in the US. When you consider these intricacies, Spanish SEO becomes a bit more complex.
SEO for the Market of Spanish-Speaking People
You must be thinking if it so complicated, how to tackle it? The most appropriate way to begin is by regionally targeting marketing strategies for reaching a greater number of users. When you focus on the communities you’re trying to achieve, you should keep in mind that people belonging to different regions and countries speak the same language in different ways.
If you’re planning to translate your content into the Spanish language, the best way is to include people from the specific regions you are targeting. This way, you can tailor your content according to the needs and requirements of these particular communities. In other terms, working with various native people from multiple communities can help you to strategize your marketing efforts according to the specific requirements of the users who are searching for your products or services.
Marketing Activities Concerning Bilingual Hispanic Demographic
When businesses talk about marketing to the Hispanic community, they usually refer to the Spanish-speaking people in the US. What many organizations don’t realize is that the growing Hispanic people in the US are native English speakers, bilingual, or some can even speak English as their first language. Since around 80 percent of the Google queries of the Spanish language in the US are carried out in the English-language interface of Google reflects that many Hispanic community people are browsing the web in both languages.
For reaching native English-speaking or bilingual demographic, the key is to think like your target audience. Most bilingual Latinos who carry out internet searches in English use “Hispanic” or “Latino” as keywords in them, such as Hispanic scholarships, Latino news websites, Hispanic fashion articles, etc. When you keep this in mind, reaching Latinos who speak English is basically the same as reaching the other sections of your target market. However, if you fail to address your content’s cultural relevance; you will miss the opportunity to reach several potential users.
The Hispanic community comprises nearly 16.7 percent of the national population of the United States. If your marketing activities are not optimized to reach them, you are leaving a substantial proportion of prospective customers at the table. No matter how relevant your products are to the users, if you are not able to reach them, it is of no use. Therefore, it becomes imperative to have the expertise of a digital marketing company that understands the ins and outs of your target market.
Alpha Co. Marketing & Media is your one-stop solution for all your Spanish SEO needs. Our bilingual team is an expert in framing and developing strategies that will not only reach your target audience but also engage them to do business with you.