Celebrating the Hispanic culture

Spanish SEO provider Hispanic Market Advisors offers five (5) ideas to consider on how to celebrate diversity and honor the Latino culture:

1. Acknowledge your Hispanic employees for their contributions 
2. Integrate diversity into your business
3. Join Hispanic Organizations and Minority Business Programs 
4. Establish strategic partnerships with Multicultural Agencies
5. Communicate to your stakeholders why and how your business embraces diversity

Read the entire article: Hispanic Market Advisors and Hispanic Heritage Month

Celebrate Hispanic Heritage Month!

Hispanic Market Advisors helps Beauty by Design expand its practice reach

Through English to Spanish Website Translation, Spanish SEO, and bilingual PPC efforts, Hispanic Market Advisors helps Beauty by Design expand its practice reach…

Optimizing Spanish websites for the Latino market

During a session at last year Hispanicize event in Miami, Sebastian Aroca (@HispanicMarkets), Owner of Hispanic Market Advisors®, along with other experts in Spanish SEO/SEM, PPC, and social media, outlined some strategies and tactics for optimizing Spanish websites for the Latino market that is Spanish-preferred. 

In this case study below, you’ll be able to see how some of those strategies and tactics were applied to the site www.fitzgeraldlawcompany.com/espanol/ for the Boston Immigration Attorney, and what lessons we can learn from the study.

[Check Hispanicize 2014 Dates]

3 Steps to a Successful Online Hispanic Market Strategy

In the Western economies, the Hispanic community is the fastest growing demographic both in population numbers as well as disposable income. Any business that is looking to build and expand a sustainable customer base in the current business landscape must take the Hispanic community into account.

Below are three steps that every business can take to engage the Hispanic community.

One - Content is king.

Make sure that your website is full of content that is relevant to the local Hispanic population. New consumers must see your brand as an expert within your industry before they will trust you enough to purchase your product.

Even if you do not have the time to create original content, there are many different ways of aggregating data from other websites via RSS. This will also allow your content to come pre-vetted from sites that have already proven their relevance within the Hispanic community.

Not only will keeping up with news help your brand be seen as an expert, but it will also make your site dynamic in nature. Dynamic sites are much more likely to be picked up by the major search engines and maintain their positions within the top search listings.

Two - Keep your websites up to date and dynamic.

Make sure that you publish all relevant material in a timely fashion. In order to be viewed as an expert, you must stay out ahead of the information curve. Ideally, your company will be adding new information to the timeline of your industry. However, if you must aggregate data from other sites, make sure that you are one of the first websites to post the news and information. If you have content in Spanish, you may want to consult with a Spanish SEO agency.

You can ensure exclusivity by cutting deals with news aggregators to distribute news first if your website is popular enough to give them an audience. However, even if your website is just starting out, if you have access to a good copywriter, you can create original content by repurposing articles in a specific voice.

Three - Promote your website through proper distribution.

Once you have solidified your website as a center for information, you can begin to distribute your information outward via social media and tastemakers within your industry. This is where personal relationships come in quite handy.

The more exclusive your information when it is distributed, the more attention it will receive when it is placed on a major social media site such as Facebook or LinkedIn. However, do not gloss over the smaller, more precise social networking sites that are focused directly on your industry. Often, these are the websites that allow you to most directly access the tastemakers of your industry and solidify yourself as an expert in the field. These are also the websites where simply conversing with the clientele will work best rather than a hard sell.

Many companies are investing in a specialized social media employee that does nothing but create a conversation with potential clients and tastemakers online. This is a great way to build positive PR that can eventually send the reputation of your company viral in the Hispanic community.

LatinVision interview with Sebastian Aroca

This is a LatinVision interview with Sebastian Aroca, Spanish SEO specialist and founder of Hispanic Market Advisors. [published on April 9, 2013]

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Sebastian Aroca, Owner & Founder, Hispanic Market Advisors®

What do you need to be an entrepreneur?
To be an entrepreneur, one needs many virtues and qualities. Among some of the most important for me are (listing four pairs): initiative & commitment, creativity & integrity, determination & focus, and perseverance & assertiveness.

What did inspire you to start your business?
United States is the country of innovation and opportunities, if not here where else to put an idea into motion and start a business? Three things inspired me to start my own business: 1/ the ability to create what I want as a way of self-expression, 2/ the ability to grow at my own pace, 3/ the access to valuable resources for start-ups and small business owners (SBA, Score, Chambers of Commerce, organizations supporting Minority-Owned Businesses, etc)

How did you finance it?
I founded Hispanic Market Advisors ® in 2007. I started translating websites from English to Spanish in the computer labs of Florida International University, in Miami. With a simple desire to grow a niche market by helping brands and small- and medium-sized companies connect with the online Hispanic market.  Six years later, Hispanic Market Advisors ® provides translation and search engine marketing services (Hispanic search engine optimization + paid search engine advertising), to both the private and public sectors, and we remain committed to expanding the company gradually and organically, never sacrificing quality for the sake of profits....
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Read entire interview

Hispanic Marketing for Law Firms

Connecting With the Fast Growing Hispanic Market by Adding Spanish Content to Your Website

If you're interested in targeting the Hispanic section of the legal market, you will need to utilize certain online tools and changes to your website. One of the most successful of these is adding Spanish-language information and content to your attorney or legal firm web site. This will put you ahead of any local competition who do not offer any Spanish-language information.

The potential income growth, which includes the geo-demographics within the Hispanic market, is a vital consideration for legal referral services. This target market can be divided into distinct Latino buying pattern groups or segments.

Over 15 million Hispanics in the United States were internet users in 2005. But one of the biggest complaints coming from the Hispanic market was a lack of advertising and content being distributed online in their primary language. comScore Media Metrix released a report that revealed at least 50% of the Hispanic online population prefer to read their content in Spanish.

According to the U.S. Census Bureau, 15% of the population in the U.S. reported being Hispanic in 2008. That translates into roughly 46.9 million people. Some groups estimate that 1 out of 5 Americans will be Hispanic by the year 2020. This makes them the largest and fastest growing minority group in the United States. Even as the recession effects the U.S. economy in 2009 and 2010, Latino and Hispanic populations across the country are continuing to increase their buying power, keeping many communities afloat. If you're not reaching these people, you're missing out on a huge opportunity.

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Choosing a partner that adds value and fits into your overall business strategy

You need a partner that helps you reach out to the Hispanic community. There's a handful of experts in the diversity that is part of the Hispanic market. You need to choose a strategic partner who best understands your needs, goals and objectives. To help you on your decision process, Hispanic Market Advisors offers you a free comprehensive analysis along with a full proposal for the Web site translation and search engine optimization services.

So, what did you think of this post? Post a comment (good or bad) and if you liked it, please tweet or email about it!

About Hispanic Market Advisors:
Hispanic Market Advisors offers innovative and unique search engine marketing techniques for the Spanish-language sites, including:
* Spanish search engine optimization (Spanish SEO)
* Spanish language research for keywords

Hispanic Market Advisors has a full staff of writers and translators equally fluent in Spanish and English, and they will work to provide culturally relevant content for your legal needs. They will also keep your marketing messages and position intact throughout the translation process.

Learn more about English to Spanish translations services

How to Translate your META Tags from English to Spanish

The world of search engine optimization has now forced itself into the life of the internet. Search engine optimization, or SEO, is now considered something nearly everyone owning a web page or online business must consider. The theory of SEO is to try to increase the amount of key words in the body of your website so when those using a search engine type in those words, your site will be among the ones being listed. The simple fact is SEO is a form of advertisement. By changing your website to fit future customers’ interest, it’s possible to lure them to your page and convince them to use what you have to offer. There are thousands of web sites out there exactly like yours, and it is imperative to use SEO to enhance your website.

Once your website business becomes useful, it may be time use Spanish SEO. In other words, translating your META tags to Spanish will help Spanish search engines list your site along with other Spanish web content. This is because, like every other search engine, when a word is typed in the search engine looks through every website containing the Spanish on-page content. This means that translating your META tags to Spanish properly will undoubtedly expand your diversity, bringing in more leads and more customers.

Landing page testing for better performance and conversion rates

Some people say you have to be willing to suffer through the short term pain of landing page testing in order to get the long term gain of a better performance and better conversion numbers. If you don’t understand the point in taking the risk or you don’t understand the point at all, you may want to consider taking the risk. Your landing page is essentially your home page, or the page that appears when a consumer clicks on your link. It takes practice to achieve perfection, and you may need to try different Spanish SEO strategies in order to achieve that higher conversion number you’ve been searching for. Taking the pain of landing pain testing allows you to find the right landing page to attract your consumers. If you don’t try new things, you may always be stuck with the same number with no new results. Without a change in results, you may never see better results.

Of course, translating your entire body text to Spanish will result in a better Spanish SEO. Nevertheless, for some websites, this may not even be necessary in an early stage. Maybe simply translating the META tags and having a few entry pages in Spanish can do the trick. Of course, until having the entire site translated to Spanish and fully optimized makes more economic sense.

For more information about writing and maintaining a Spanish blog, feel free to contact Hispanic Market Advisors.

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Writing a Spanish Blog as part of the Content Generation Campaign

Get a Better Spanish Language Search Engine Ranking by Starting a Spanish Blog

If your business is not targeting US Hispanics and Latin American markets you could be missing out on millions of potential customers. If you want to reach these potential customers, you need to use content generation to provide them with Spanish language information about your product or service. Once you have optimized your business' website for Spanish SEO, you should add to your total Spanish web content by writing and maintaining a blog.

Make Your Blog Match Your Keyword Focus

Even if your service or product is very specific, you can still generate plenty of content that corresponds to your keyword focus. If you are having difficulty thinking up topics, consider writing about the history behind your keyword. You are going to need to keep coming up with fresh approaches to your topic. If you have an idea during the day, jot it down. You can give your idea to your writers later and your content generation team will turn that idea into a blog post. If you already have an English language blog, make sure that you do not merely translate those blog entries into Spanish. You need to also make sure that your content is culturally relevant to your Spanish language audience.

Keep Your Blog Updated

You do not need to post fresh content every single day. That would be a huge time commitment. Even successful and popular blogs only update a few times each week. However, you should be adding new content fairly frequently. You want to keep your readers coming back. Ultimately, it is your decision how often you want to update your Spanish blog. My personal recommendation is that you update it at least once a week. Additionally, regular content creation will ensure that your blog has good rankings in blog directories and search engines.

Make Sure Your Content Is Fresh

Make sure that you are not simply repeating and rephrasing your existing blog content. Your content generation program should emphasize fresh information. Ask your writers to develop new topics that fit your overall emphasis. If you are not providing your readers with new information, they will quickly get bored. It is fairly easy to determine if a blog exists just for Spanish SEO purposes. Your blog should be a marketing tool, of course, but it should also be a real blog. Give your readers real and useful content, and you will gain loyal customers.

Get the Word Out about Your Blog

If your Spanish blog is just sitting in a corner of cyberspace unread, it is not going to add much value to your business. Once your blog has been filled with information through your content generation process, submit it to blog directories that specialize in Spanish web content. Of course, you should also submit your blog site to Spanish language search engines. Soon, potential customers will read your Spanish web content and will learn how valuable your company truly is.

For more information about writing and maintaining a Spanish blog, feel free to contact Hispanic Market Advisors.