The search

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marketing & advertisingmarketing & advertising

The Search(Introductory digital marketing strategies and tactics to reach the Hispanic Market)

FPO Marketing | 210.829.8855 | [email protected]

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The goal for the “Insides out” outreach is to highlight the importance of the Hispanic market and the need to market to this segment.

What you’ll find in the following pages are some great facts, strategies and tactics on online search for the His-panic consumer.

Why did we start with the search. Because, this is the most overlooked aspect of marketing in the industry. We hope our packet helps you connect with the hearts, minds and wallets of the consumer. Hey, we are marketers after all.

If you have any questions please feel free to [email protected]

The Goal

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53% of Hispanic consumers use online searches when researching for products or services.

the search

84% of Hispanics use the internet as a primary source of information vs 78% of the general population.

of Hispanics use their smart phones to do search.70%

Source: Think with Google 2010

of Hispanics made a purchase in-store as a result of seeing online advertisements while researching products.(22% more than the general population)

61%

93% of Hispanics use Google for searches.

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38% visited an online video website.

search:online actions

54% made a purchase online.

talked to others about something learned from a search.49% visited a social networking site.48%

61% visited a specific brand’s website.


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search:0ffline actions

43% made a purchase in-store.

recommended a brand, product or service to others.36% look for more information on line.29%

46% visited a retailer.


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seo & sem

seo Stands for Search Engine Optimization. It is a process of modifying a website to increase its ranking organically on the search engines and to drive targeted traffic for relevant search results.

sem Stands for Search Engine Marketing. It is a process of gaining traffic through visibility of search engines usingPPC (pay-per-click) advertising.

85% of clicks are from organic

15% of clicks are from paid

does it makes a difference

where you rank?


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click through

43% is the likely hood that the viewer will click on the link if you come up as the number one result after a search.

% of clicks result position

12% 2

9% 3

7% 4

5% 5

4% 6

3% 7

3% 8

2% 9Source: Think with Google

how to be found online:

keywords.


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tools Below is a list of tools that we use in keyword research. We just don’t use one but several services to get a true picture of the keywords that the consumer and our competitors are using.

Keyword ranking are a great source to know what words the consumer is using when looking for using describing a product or service.

We use these keyword insights not only for writing copy, but across all aspects of our marketing.

This is especially important when geo-targeting Hispanic consumers. Depending on the country of origin, different words may be used describe the same product or service.

www.googlekeywordtool.com

www.google.com/analytics

www.google.com/webmaster/tools

www.keywordsspy.com

www.spyfu.com

keywords


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tipson

keywords Nuggets: Start with research using Google keyword tools. Search for words that are relevant and unique to your product. Then build on what your key insights (keywords) that are going to be to move your brand in the hearts and minds of the consumers.

General vs Long-tail words: General words are one word descriptors or brands. Long tail keywords are keywords that are comprised by one or more words, four to three words is idea (see chart next page).

1,000 to 10,000: At FPO we select keywords that fall in the above range. Do a search in Google to see if the the selected keyword has less that 50,000 select it.

Export: Export your keyword list. Use it in your marketing. Check you keywords biweekly.

tips on keywords


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conversion rate by keyword phrases length

conversion rate

40

35

30

25

20

15

10

5

6+ word phrase

5 word phrase

4 word phrase

3 word phrase

2 word phrase

1 word


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be found

optimizethe

searchOn-Site: Ok, the best way to think of on-site is all those nifty things that will effect the way the search engines rank you on your website. This includes adjusting the layout of your website, adding code on pages, HTML scripts, inserting relevant keywords within the content of your website.

Off-Sight: These are “link building” or getting links back to your site from other sites other than your main website.

Now, that’s out of the way, lets look at some of the things you can do to improve your on-site SEO score


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be found

onsightTitle Tags: This is the page or post title as it shows up in the top of the browser in the search engine. You should use your keywords as the title. Don’t stuff the title with as many keywords, keep it human. Your audience is king.

Meta Description: This is the paragraph below the title that is used to engage consumers to click. Be as engaging as you can with 150 words. Yes, use a couple of keywords

Permalink: This is everything after the domain name that reference the post page. Make sure to keep it human and customize the permalink to be legible.

Headings: Use your keywords in the headlines. Try to use 2-4 word phrasing. The consumer will grab on to them and so will the search engine.

Paragraph: Audience is King. So make the content engaging and relevant. Use a key word within ev-ery 350 words (this is referred to as key word den-sity) but don’t make it read weird. It is better to be engaging the on the mark with a keyword. Write for your audience and then for the search engine.


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your website

Created by SEOMOZ

off-sightContent is queen in getting better ranking for your main site. This is an ongoing process.

on-sightYou should review your keywords

once every six months to make sure you get the results.


in english or spanish

yes. but, content, and context is key.

more to come on this subject in the near future.


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Essential

why is online marketing essential for all brands?

- Boost ranking of your website resulting in higher likely hood of a sale and consumer engagement.

- People search for your product or service.

- Generate targeted leads and customers.

- Increase target traffic.

- Grow your business.


Technology

The search