<Updated SEO Localization Case Study> "Is Your US Site Reaching Full Audience? Speak Spanish!"
12 months after we launched Spanish SEO Localization of top-funnel content, it's awesome to see updated results. Kudos again for our partners at WebCertain! :)
We now observe +28% incremental traffic to the corresponding US/EN pages and significant impact on conversions at +7.5%. User engagement metrics continue to show that Spanish-speaking audience appreciated seeing these pages in SERP -- CTR for Spanish pages in Google is +33% higher than corresponding US/EN pages.
Link to original article "Is Your US Site Reaching Full Audience? Speak Spanish!". Copy of that study is below as well :)
Published May 8, 2024
TLDR -- Localization is a prerogative not only for the multinational companies. There is value in pursuing Spanish SEO localization for sites focusing on US markets. Bridge the language gap and reach Spanish speakers to fuels US business growth. Start with a small pilot to test waters and then expand.
Undeniably, SEO Localization is critical for the multinational companies. I've been working on localization projects at big multi-nationals like Adobe (a little bonus insight on that in "Pro Tips", below), but my recent pilots confirm opportunities for the US-centric B2B sites as well.
Bridging the Language Gap: Why Reaching Spanish Speakers Fuels US Business Growth
The US landscape is rapidly diversifying, and the Hispanic population is at the forefront of this change. Not only Spanish is the second-most spoken language in the US, but participation of Spanish-speaking businesses in the economy is growing as well. With these changes, companies have an opportunity to connect with a vast and influential audience by providing information in Spanish.
This article goes into the compelling reasons why prioritizing Spanish-speaking consumers is a strategic move for US-focused businesses.
A Booming Market Awaits
The sheer numbers paint a clear picture. Latino-owned businesses are a driving force in the US economy, generating a staggering 4% of all business revenue and employing 5.5% of the workforce. Furthermore, these businesses are experiencing explosive growth, expanding at a rate of 34% compared to the national average of just 1% (Source: USA Today, 2020). Ignoring this dynamic market segment translates to missing out on substantial growth potential.
Language is Key to Building Trust
Consumers are more likely to engage with information presented in their native language. One of the studies (Source: Nielsen, 2009) show that having content in Spanish increased ad recall by up to 30% among Hispanic audiences. Spanish content fosters a sense of familiarity and trust, creating a deeper connection with potential customers. Imagine navigating a complex financial website – wouldn't it be easier in your first language?
Case Study
If your site have not been previously localized, you need to showcase the opportunity, and the best way to do that is with the limited pilot. We selected a batch of 30 top-funnel pages, and localized with help of localization agency WebCertain, who I started working with at Adobe.
We utilized an effective localization process (see "Pro Tips") and after 8 months (it takes time to build relevancy in Google), localized content is contributing +23.3% incremental traffic to the corresponding US/EN pages. There was significant impact on conversions as well (+7.5% gains), and user engagement metrics showed that Spanish-speaking audience appreciated seeing these pages in SERP -- CTR for Spanish pages in Google was +130% higher than corresponding US/EN pages.
The pilot was a clear indicator of demand for localized content and highlighted effectiveness of reaching out to Spanish speakers in their preferred language.
Coda (a more musical way to say "conclusion")
Providing information in Spanish for companies focusing on the US market is no longer optional – it's a strategic necessity. By bridging the language gap, these companies can unlock a wealth of new customers and establish themselves as leaders in catering to a rapidly growing demographic. Invest in localization pilots and expand if you see value... and watch your business thrive!
Pro Tips
领英推荐
1. Localization Expertise on the Team is a Must
I'm lucky to work with two seasoned marketers who have years of localization experience -- Amy Gonzalez and Harinder Singh. Experts familiar with the process are efficient. They are able to identify Geo Targeting issues and remedy (Harinder mastered that at Adobe). There is also language proficiency that helps optimize, QA and uncover certain localization quirks -- for instance, Amy uncovered that identifying search demand in Spanish is not trivial, as people use Spanglish.
2. Utilize Effective Localization Process: WebCertain's Process is Robust
Linguist selection:
SEO Localization:
Delivery and publishing:
3. Beyond Translation: Cultural Nuances Matter
Localization goes beyond simply translating words. Understanding cultural nuances is crucial for resonating with your audience. For instance, marketing materials that are culturally relevant and sensitive will connect on a deeper level with Spanish speakers. That's where expertise from WebCertain really helps!
4. Start Small and Expand
Success of the initial pilot helps get buy-in for further projects. For instance, you can start with top-funnel content localization, and then expand on that, as well as run pilots for mid- and bottom-funnel content.
5. How easy it is to identify opportunities and do keyword research?
We've found that use of Spanglish (combination of English and Spanish words in a query) complicates research.
6. Adobe B2B Spanish Localization Case Study
Based on our pilot there, Spanish-speaking audience was 2nd in Visit-to-lead conversion. Here are the top-5:
7. Going Beyond Spanish: Spanish is not the only language to consider (source: Slate).
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