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Hispanic Search Engine Marketing: A Breakdown
(rt) Hispanic search marketing expert Nacho Hernandez whom we introduced in an earlier article (see below) was kind enough to point us to a white paper he has authored covering the basics of this highly potential market.
Some highlights:
- Hispanics make for almost 15% of the overall U. S. population, constituting the largest minority group and at an annual rate of 5.4% it is growing 5 times faster than the general population.
- It is an exceptionally young market with a median age of 25 years.
- Spending power for 2003 was estimated at $535 billion.
- Hispanics are expected to constitute 8.4% of all U. S. Net users by 2007.
In a detailed case study the author outlines many of the specifics and quite a few unexpected quirks of the Hispanic market. For example, while the majority of of Hispanics is either Spanish speaking or bilingual, they also prefer to search for products in English.
Search phrasing is another case in point: while Anglos will place the brand in front of a search word (“Herdez salsa verde”), Hispanics will place it last (“salsa verde Herdez”) – obviously a highly important factor something to consider in web design when targeting this market.
Spanish letters (e. g. “ñ”) not typically being found on U. S. keyboards, introduces yet another level of complexity to effective search marketing.
He finally goes on to point out that targeting the Hispanic market successfully doesn’t come lightly and as a mere sidline: an intelligent, highly informed promotion strategy is critical, as is devoting competent staff and implementing a viable time frame.
There’s lots and lots more, so download the white paper here for a fascinating read (PDF format):
→ Nacho Hernandez: Search Engine Marketing to the U. S. Hispanic Market
Nacho Hernandez can be contacted via his company web site at → iHispanic.
Find our introductory article mentioned above here:
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[ Keywords: Hispanic SEO/SEM, SEO/SEM market, SEO/SEM resources ]
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