The market for your products or services among those who speak Spanish is potentially massive. And chances are very good that you are completely missing out on that market. This is somewhat of a complex subject, but I am going to give you a bare-bones strategy for promoting your business to the Hispanic market.
1. It goes without saying, but if you are going to promote your business in Spanish, you need to be prepared to speak to someone in that language. So you are going to need someone on your staff who can do that.
2. Use Google’s external keyword research tool to perform keyword research, but set the language preference to Spanish. The seed keywords should also be in Spanish:
https://adwords.google.com/select/KeywordToolExternal
3. Create content for your web site, or create a new web site altogether, written in Spanish and optimized for the keywords from step 2. However, you should avoid any kind of automated translation software or web site. You need to hire a real human being to do the translation work. If you’re going to do it, do it right.
4. Generate keyword links to your Spanish language pages just like you would your English pages.
That’s it! Easy, right?…
Well, not really. English language SEO is time consuming and has many moving parts. But doing it in a language that you are not familiar with adds a whole ‘nother level of difficulty. If you are already fluent in Spanish, then you’ve got a big advantage over the rest of us.
Another consideration is whether you are promoting to a broad, global Spanish-speaking market or to markets in particular countries or to specific groups of people. There are many variations of the Spanish language, and what works and is acceptable language to one group may not be understood or considered rude by another group. In general, the best strategy is probably to take a high level, global perspective and try to avoid using language that is specific to any particular group.
So preparing yourself to do business with Spanish-speaking people will require some effort and resources, but it will open you up to a whole new market.