Benefits of Investing in Spanish-Language Content for SEO

by | Aug 10, 2022 | Business

The United States has the second largest Spanish-speaking population in the world, and it’s continuing to grow. Including content written in Spanish on your website is a user experience upgrade that opens a door for attracting customers who speak Spanish as their primary language. Spanish speakers who have full mastery of English are more likely to be attracted to your business if your website makes them comfortable by providing the option to read in Spanish.

In addition to the benefits for users who are on your website, a second language may be key to those potential customers finding your website. Spanish augments your SEO, presenting new customers to your brand.

Immediate Access to New Audiences

Adding content in Spanish instantly allows you to court potential customers who may never encounter your business otherwise. An online search written in Spanish will yield results that feature Spanish content. In several regions across the country, this means you may miss a large portion of the population you could be courting as customers.

Businesses of all sizes can benefit from being inclusive of Spanish-speaking audiences. Minor League Baseball’s Copa de la Diversión initiative serves as an excellent case study. The program was piloted in 2017 with four teams temporarily rebranding with new names, logos, and webpages for select games to explicitly reach out to local Hispanic/Latino operations. By 2022 the initiative had expanded to include 85 teams nationwide, with burgeoning attendance and expanding merchandise sales serving as proof of concept.

How Many Spanish Speakers Are There Really in the U.S.?

There are more than 50 million Spanish speakers in the U.S. already, and the population growth continues to rise. In addition to the impact of immigration, many multi-generational households continue to speak Spanish with regularity with each other.

Expanding to a global mindset, Spanish is the second-leading language worldwide. More than half a billion people speak Spanish. Organically returning Spanish results in search engines gives your business a wider reach with an opportunity cost that far outweighs what could be accomplished by spending the same amount on paid media.

Perceived Barriers to Entry

Most businesses that aren’t using Spanish in their online presence aren’t trying to be intentionally exclusionary. They are intimidated by potential barriers to including Spanish:

  • Cost of translation services
  • Risk of causing offense with poor translations
  • Concerns about the ability to communicate with Spanish-speaking customers

The rewards of effective Spanish-language communication on your website outweigh the risks. You may even be surprised how efficient and affordable the creation of Spanish-language content can be, even for a small business or non-profit.

Don’t Just Translate, Communicate

To best communicate with customers, you want to meet them where they are. Including language and information that connects locally is likely part of your strategy when attracting English speakers. The same should be part of your approach to attracting Spanish speakers.

Have your Spanish content created by fully bilingual writers who have an understanding of the local and regional audiences you may appeal to. A rigid translation from Spanish to English often produces content that isn’t conversational or misses important context. While Google translate may be useful to identify a word you don’t recognize or learn basic terms and phrases, it’s not effective for conveying detailed marketing copy.

The research that goes into advertising to Spanish-speaking populations is important. If your local Spanish-speaking population is largely represented by Cuban immigrants, there may be differences in how you would want to communicate with a large population of residents from a Colombian background. Some words may be interpreted differently by a Spanish-speaker from a Mexican household when compared with the interpretation a Venezuelan may have.

Having Spanish content that communicates with people in the same tone they communicate with each other benefits SEO and user experience. The closer your content reads to the way people speak and write to each other, the better chance your keywords will align with the search terms a prospective customer will use.

Your Competition is Already Communicating Bilingually

Major retailers providing goods and services in numerous industries have been putting Spanish content onto the Internet for years. Not only is Spanish content for your small business website attainable, but it may also already be necessary or will be soon to remain competitive.

The Washington Post added a Spanish language podcast in 2019 and began publishing opinion pieces in Spanish the same year. The paper’s management team understood that translating relevant stories to Spanish helped grow their audience but having uniquely Spanish content gave them a broader appeal to grow.

Most small businesses don’t have the resources of a major national publication, but the concepts used by The Washington Post apply to businesses of all scales. Unique Spanish content is one of your best investments for rapidly expanding your audience. Even simple website localization can rapidly impact your reach.

Be Strategic With Keywords and Metadata

Getting the best SEO outcomes with Spanish content still includes some of the main tenets that apply to your English content. The research into what Spanish content will be best for your website should include identifying keywords potential customers are searching for. Spanish content that is keyword-rich can help level the playing field with larger competitors.

Just like on your English-language pages, the keywords may need to change over time. Don’t let your Spanish product descriptions and content become dated. Keep striving to find the most effective language.

Metadata can’t be an afterthought for effective SEO. While its impact on influence is indirect, it can be important for closing the deal and getting the coveted click on your link. The meta content needs to be tight but should highlight the best qualities of what customers will find on your website.

 Partner With Us for Better Content and Better Results

Better Content Matters has copywriters with fluency in Spanish and English with the marketing skills to produce stellar SEO results for both languages. Stop missing out on Spanish-speaking customers and see how fast your business can grow. Contact us today to discuss what Spanish content will benefit your business.

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Nate March