Dalai Group http://dalaigroup.com Fri, 11 Apr 2014 19:31:05 +0000 en-US hourly 1 http://wordpress.org/?v=3.8.3 Quality Link Building- Genuine Strategies That Work http://dalaigroup.com/quality-link-building-genuine-strategies-that-work/ http://dalaigroup.com/quality-link-building-genuine-strategies-that-work/#comments Tue, 13 Aug 2013 14:02:38 +0000 http://dalaigroup.com/?p=4518 As a newbie to SEO, I have learned that there are must do’s and must avoids’ in building your web presence online. As in any topic as deep as search engine optimization, there are going to be conflicting viewpoints. For link building the dispute is on which tactics work and […]

The post Quality Link Building- Genuine Strategies That Work appeared first on Dalai Group.

]]>

Build Quality Links

As a newbie to SEO, I have learned that there are must do’s and must avoids’ in building your web presence online. As in any topic as deep as search engine optimization, there are going to be conflicting viewpoints. For link building the dispute is on which tactics work and which should be used. Cutting through the static, an underlying sentiment on both sides of every debate is that genuine based link building is preferred.  By genuine I am referring to authentic, non-fabricated link building tactics that have substance and can work for you to get better search results. “If you build it they will come” is all fair and well, but ‘robotic’ content can score poorly with your web audience.

Being genuine in link building is much easier to do when you have quality content or links. According to the  Webster Dictionary online “quality” is a “degree of excellence”. So the question becomes how to characterize your link building tactics with excellence (http://www.merriamwebster.com/dictionary/quality?show=0&t=1375455551). In link building, whether you are trying to gain web presence and awareness for a B2C or B2B company, excellence is dependent on whether or not you can provide value or usefulness. Here’s some strategies that do just that.

 

   Quality Guest Blogging

Link building is all about improving web presence in order to get conversions, return on investment, clicks: whatever the metric you may be seeking at any given point in time. In guest blogging, if the blogger is providing useful and relevant information, it will be easy for them to come across as genuine. Get the most out of your guest blogging by doing some sharing yourself:  promote the post on social media and advise the blog owner to do so as well. More exposure for the post means heightened awareness of your company and  its role as a curator of progressive ideas.

 Quality guest blogging does not mean writing content on a transient trend or idea. This  only raises the likelihood that a post will get lost as time goes on. Stay away from a blog post about “the benefits of the WordPress theme everyone seems to be using at the moment.” Remember the goal is to provide usefulness and value, quality, which can come through presenting expertise and applicable takeaways. These superior posts will have a longer shelf life than the more narrow posts  locked down to its subject and contextual basis.

Ekaterina Walker is an example of a guest blogger that regularly  incorporates quality in her online presence. She guest blogs for such online powerhouses as FastCompany and Mashable, as well as a for the tech company INTEL.

 Her post “The Simple Secret That Can Transform Your Marketing Strategy” (http://bit.ly/15jyVXo)  on FastCompany provides genuine value and usefulness to any marketer browsing the site as well as  showcases Ekaterina as a thought leader and curator of progressive content. A guest post like this is effective for Fastcompany as the content and its principles are applicable long term.

Ekaterina Walter Quality Guest Blogging

Takeaways: Genuine, quality Content is more likely to receive links in the long term. Once you’ve procured this type of content, share it on various different outlets and encourage those involved to do so as well

  

  Quality Connections: Recognize industry thought leaders

Another example of a strategic link building tactic would be to interact with your business community and open up the discussion with thought leaders in your industry. For example, you could start a web-based awards to recognize or even reward these people that contribute regularly and add a lot to the industry. Making these connections through such an event can build positive brand presence. Of course, it’s always good to stay in touch with thought leaders and industry luminaries, but more significantly, a web-based awards could have large impact from a marketing and inbound standpoint, with minimized expenditures and high ROI. The event is in many ways a vehicle to showcase your company, so put your best foot forward.  Budget time and money in order to put out the best product you’re capable of. To maximize results, the campaign surrounding the event should be promoted well before the award is given as well as afterwards. This type of effort is what defines great quality from OK quality and OK quality from poor quality. Avoid having the event fly under the radar as this small-ball approach will not get your SEO very far.

In planning the awards, the wrong approach would be to delegate the event to a specific employee, and not a team. One employee, whether a link builder, marketing specialist, or event planner can usually not tackle such a large goal alone. Surround them with coworkers and tools that will make the event everything that it can be. Set up a meeting with the event planning specialist in the office, the search engine optimizer, AND the marketing guru to fully address the goals of the event.  This team-based effort does not have to employ“specialists” in the traditional sense, but more-so contributors that provide a genuinely novel outlook and bring something to the table. Remember,  a  quality link building approach recognizes the need to create a positive experience for your audience. Maintain  focus on getting links and creating buzz around the event.

The Online Marketing and Media Awards showcase thought leaders and progressive advertising campaigns across different industries. The winners page (http://www.mediapost.com/ommaawards/winners/) rightfully links to each individual campaign in a responsive way.  In addition,  the implementation of  a “member’s choice” category effectively draws in MediaPost’s subscribers to join the discussion, in turn increasing outreach. The event sparks discussion and creativity within the industry by recognizing thought leaders and industry mavens. Tactically, the awards are  interesting enough to gain exposure outside the immediate industry, which should be a long term goal of any web based awards starting up.

Responsive Web Awards Website

Takeaways: If you are going to do something like web-based awards, attack it head on with proper preparation and budgeting. Focus on quality and being genuine throughout the entire process, especially in interactions with those involved.

The before and after of such an event will make or break your link building efforts.  Create your own positive exposure: whether a well thought out outbound email promoting the event to a genuine follow up thanking all those people and organizations that participated. Invest in your link building and marketing strategy. Individual efforts, even when attempted by SEO Superman will likely fall short of the company’s goals. A  well rounded approach with multiple contributors will produce the best quality and experience for those involved in the event.

 

  Quality Social Signals

Let’s be blunt, If you are constantly seen as spamming your customer base, the efficiency of any given promotion will go down. Avoiding this can be done through personal touches and genuine sentiment.  If  one was selling shoes for instance, a bad social campaign would likely contain a string of posts with similar content to this:  “Cushion comfort sandals. Price: 49.99 www.link.com” Promotions like these  that come off as depersonalized and robotic  can tick off the customer, especially if done in rapid succession. People don’t want to feel like they are being given a cold sell.  In order to earn trust and in turn social shares, a more personalized approach can be implemented. “Outdoorsy? Free your feet with our new cushion comfort sandals. Get them here: www.link.com this summer for $49.99.” This post comes off as significantly more genuine than the previous robotic one, and can be sent off with other relevant product launches, even in semi-rapid succession, and still be come across as much less spammy. Not only that, but it also promotes open discourse to its audience.

A quality social signal is displayed by Walmart promoting back to school gear. The product is the focal point of the tweet but is not overbearing and the tweet manages to show some personality. It also uses a trending twitter hashtag #upcomingschoolyearin4words to increase its outreach to trend-seeking Twitter users.

Is your #upcomingschoolyearin4words “Pack my kids lunch?” Make it easy with these: http://t.co/SRtGzdcii6

— Walmart (@Walmart) August 9, 2013

 

Takeaways: Entice your customers; a cold sell will usually freeze conversion opportunities. Connect with your audience through thoughtful discussion instead of robotic self promotion and as a result you will be rewarded with social shares and happy followers.

 

CONCLUSION

To tie all these ideas together, don’t forget to share what’s worthwhile. Quality over quantity is another point of debate in link building, but being genuine in one’s attempts is not.  While a non-genuine attempt can  give you increased presence in the SERPS for a period of time, its results will become increasingly irrelevant over time and are largely not worth the effort. Quality and genuine–oriented link building strategies will position your company in a positive light, and very literally speaking, give your links potential to be built upon, shared, and built upon some more. It’s time to start bulking up your link building efforts.

 

Photo credit to: http://www.flickr.com/photos/devar/   http://www.fastcompany.com & http://www.mediapost.com

The post Quality Link Building- Genuine Strategies That Work appeared first on Dalai Group.

]]>
http://dalaigroup.com/quality-link-building-genuine-strategies-that-work/feed/ 1
11 Strategic Steps in Building a Valuable Company Twitter Account http://dalaigroup.com/11-strategic-steps-in-building-a-valuable-company-twitter-account/ http://dalaigroup.com/11-strategic-steps-in-building-a-valuable-company-twitter-account/#comments Wed, 31 Jul 2013 18:56:12 +0000 http://dalaigroup.com/?p=4483   So you think you can social media? It’s most likely an integral part of your day to day life, whether you’re snapping photos to post on Instagram, sharing funny tidbits with friends on Facebook, or releasing thoughts into the Twittersphere. While most tech savvy people navigate these social communities […]

The post 11 Strategic Steps in Building a Valuable Company Twitter Account appeared first on Dalai Group.

]]>

Be the Captain of Your Social Media Marketing

 

So you think you can social media? It’s most likely an integral part of your day to day life, whether you’re snapping photos to post on Instagram, sharing funny tidbits with friends on Facebook, or releasing thoughts into the Twittersphere. While most tech savvy people navigate these social communities with ease, many have little to no idea of its application in the professional sphere, even after coming in contact with it time after time. That promoted post, advertising the new McDonalds ‘premium’ menu item? It cost a pretty penny. Yes, even an Old Spice “guyism” or “MANtra” that had nothing to do with their product line… we’re talking clever marketing here.  After I made the leap from running my personal account to being trusted with Dalai Group’s business Twitter handle, I have developed 11 strategic steps for managing and maintaining a company twitter account, easy enough for almost anyone capable of using a computer. Let’s get started.

 

1. Know Your Audience

In Social media management, when you’re just getting out of the gate, it’s important to start strong. First, consider what type of business you are promoting. This may seem easy, and it is in many ways, but self-identifying your company will steer you through the next 10 steps. Once you’ve identified your company as business to business or B2C (business to consumer), consider the demographics. Who is interested in your product/service? Who would you like to be interested in it? And equally important, what are you hoping they will gain from ‘following’ your account? This bridge between demographics and results is the basis of your next step.

 

2. Set Measurable Goals

Now that you have developed a better sense of who your audience is, choose some goals for what you want to accomplish. Whether it’s conversions, clicks, or even just good PR these objectives should be measurable. Rate the success of each goal by setting levels of achievement from unacceptable to a triumph. These goals will prove useful and help effectively qualify the successes of your marketing efforts. This can be done through strict analytics (which will be discussed later) or even by sentiment around the office. Get other’s opinions on your created content, and ask them if they believe the content aligns with the company’s overall vision and marketing plan.  For example if your goal was to build buzz and exposure to a specific campaign, show the content and results to others in the marketing department. Let them make a judgment and consider any suggestions they may have to gain more outcomes.

 

3. Engage in Trial & Error 

Simply put: this step is about learning from doing. It is not necessary to compile specified analytics at this stage, that will come later on in the process. To determine what’s working, consider which goals you’ve hit and which you’ve missed, and by what margins.  To get a clue of what to absolutely avoid, here are some of the tweet’s that will teach you what not to do:

 Misuse of Social Media

Misuse of Social Media

You can learn a lot from these tweets, not just to always sign out of the company account before going on a rant, but furthermore, that social media has potential for numerous kinds of analysis. People may formulate an opinion of your brand, or dismiss your credibility completely off of mismanaged content.   Twitter should be a PR strategy that is ongoing for your company until the account gets shut down.  Make it the strongest PR move your company makes every day.

 

Here’s how to do that:

 

4. Analyze

No matter if you’ve sent 1 or 1000 tweets from your company handle, it’s important to measure how effective you’ve been. Refer to your goals, and track them using metrics such as bitly, @ replys, favorites, and retweets. You can even use bitly to measure competitor’s effectiveness. Just add a +after the url of one of their pages.

Is what you’re seeing on the positive side? If yes: great. If not, don’t fret…Rome wasn’t built in a day. Keep learning from doing, and measuring your successes and shortfalls as you go.

A great move for a B2C brand is to post a tweet with an original url ‘landing page’ and track how many clicks you get and compare it to how many conversions were made. Boom, you’ve got yourself an applicable conversion rate ratio. Do what you can as the intrepid social media manager you are to raise this rate and get more conversions.

 

5. Integrate

Connect your twitter account to other social media platforms you may have a presence on. Link your account to your website. Unless these important business tools are work-in-progresses and look like a bad episode of “Hoarders” perform this step early in the stages, or ideally at the creation of your professional Twitter account. Run analytics on your different sites and consider why one site may be more successful than another at creating conversions or generating buzz for your brand. Based off what you find, tweak accordingly.

 

6. Curate- SCS (Share Cool Stuff)

 Whether you are promoting info that you find interesting, relevant to your field or totally unrelated, this step will helps you make a connection with your audience. Those followers who appreciate your content will keep coming back, especially if you keep things fresh. Repositioning your style, content or approach brings about endless possibilities. And while you’re curating cool content, it’s important to cite your sources if it’s not an original post. Yes, college students, I know, it never ends.

                

7. Connect

Valuable content is surely at the forefront of social media strategy, but it is not the sole task that a social media manager must perform in order to succeed. Industry related posts are great and effective, but do not account for the common twitter user who stumbles upon your account. A potential follower could be your next brand loyalist or ambassador. Do your best not to alienate them. They come in peace. Every so often, throw out a ‘thanks for the RT’ answer a follower’s question, or participate in a discussion. This will give your account a humanized presence on the web. People will appreciate that you took the time to make a real connection.

 Link your twitter to your other websites

8. Build Brand Loyalists

 

If you follow the step above, this should come naturally. A brand loyalist is someone who chooses your product/service over a similar one, and a brand ambassador promotes your company to anyone within earshot. And in this internet age, that could potentially be millions of people. Psychological studies have shown that someone who has a negative experience they will share it with more people than someone who has a positive experience.(http://www.marketingprofs.com/charts/2011/4669/bad-news-about-brands-travels-fast)  Negative posts about your brand should be addressed from time to time, but trolls should usually left alone.  Try and figure out the motivation behind the negative post and do your best to address it head on.

 

Here’s a great example of Carnival responding to a negative tweet in a positive and constructive way:

 

Proper company-customer on Twitter

This next example from American Airlines shows that if you are going to do something progressive, it can’t hurt to go public with it.  Whatever @Kelly_MacD’s concern was, I’m sure she was pleased to know that it was not only noted but addressed.

Proper customer relations on Twitter


9. Incentivize, Call to Action

Provide value to your followers. Intrinsic value can be just as actionable as providing extrinsic value.  This goes along the lines of sharing cool stuff, but giving your followers valuable content for their professional and personal lives, is essentially giving them a reason to keep coming back, or to tell someone about your company.

 

As for extrinsic value: consider an occasional giveaway or contest.

Strict giveaways can certainly get results (more followers, awareness of your brand) but a call to action in the form of a contest can sometimes serve a greater purpose. By initiating an idea oriented contest you can generate buzz in addition to receiving something valuable in return that your business can use. It’s a win-win. Whether you are asking for a redesigned new logo or a viral Vine promo spot, you’d be surprised to find how many of your followers and their friends will happily act as a consultant for you for the chance to win something cool. You may double your social audience overnight, which is great, but the task now becomes keeping these followers involved and connected. Convince these new potential customers that they came to the right place.

 

10. Repeat

Some things you may want to consider at this point:  how is your performance stacking up in previous steps? For example re-analyze your incentives: was your call to action effective, did it get strong feedback from your followers?  Are there indicators that you have created any brand loyalists or ambassadors? If you have fallen short in any previous step, brainstorm why this may have occurred. Consider your demographics and whether you are reaching/connecting with them. Are your tweets hyper-professionalized, of a robotic nature, or are you facing more of a content issue. Analysis is important here and will take you into the final step. It’s important to know that repeating these steps in no way has to be done in a linear fashion, and may even occur simultaneously at times. Practice and experience will help you reach social media guru status where analyzing your market, building brand ambassadors and connecting with them on a regular basis becomes second nature.

 

11. Reposition

Find what works, and apply it. Once you’ve done that, adapt it, grow it, and keep testing, no strategy is built to last forever. If your marketing strategy has innovation built into it, you’re doing it right.  Follow these steps and keep practicing and you’ll be well on your way to twitterific business guru status. Go out there and handle your company’s twitter handle, and constantly grow their customer base.

How do you approach running your business twitter account? Do you use any or all of the steps mentioned above? Are there other steps you find effective in your social media strategy? Let me know in the comments below. 

 

Photo credit to: http://www.flickr.com/photos/wheatfields/   and http://www.massrelevance.com/

The post 11 Strategic Steps in Building a Valuable Company Twitter Account appeared first on Dalai Group.

]]>
http://dalaigroup.com/11-strategic-steps-in-building-a-valuable-company-twitter-account/feed/ 0
Choosing The Right Social Media Platform For Your Business http://dalaigroup.com/choosing-the-right-social-media-platform-for-your-business/ http://dalaigroup.com/choosing-the-right-social-media-platform-for-your-business/#comments Tue, 30 Apr 2013 12:35:37 +0000 http://dalaigroup.com/?p=4397 It might seem like a simple decision, that is, until you look at the enormous list of social media platforms that are available. Social Networks have changed marketing forever; there is no doubt about it. Now it’s up to you to figure out which one is right for your business. […]

The post Choosing The Right Social Media Platform For Your Business appeared first on Dalai Group.

]]>

Choosing The Right Social Media Platform For Your Business

It might seem like a simple decision, that is, until you look at the enormous list of social media platforms that are available. Social Networks have changed marketing forever; there is no doubt about it. Now it’s up to you to figure out which one is right for your business. With new platforms popping up every day, choosing the right one can be a daunting task. Here are a few things to consider that will help you decide which social media(s) to stick with and which to hold out on.

 

Where is Your Audience?

More importantly, where are your influencers? This is the first and most important step when deciding on a social media platform for your business. You cannot, I repeat, you cannot take a guess at this number. You are going to have to dig in and find the actual data. Some things to consider when searching for the social platforms where your customers are active:

  • Use Google Analytics:

    Analytics data can show you which social media platforms are providing you with the most traffic. Google Analytics has a built in social report that allows you to see which social sources are referring traffic to your business’ website.

  • Use Social Crawlytics:

    One of my favorite tools to measure social impact is Social Crawlytics. This tool allows you to identify your most shared content, and for our purpose, it can be used to identify which platform your audience is using to share your information (and it’s free!). You simply enter your business URL and a report will be generated that breaks down the amount of shares per network.

  • Just ask:

    You can always ask your influencers. Social Media is all about communicating directly with your audience, so why not begin by asking them about their social media use? Don’t be afraid, you may even find out there is an unmet need in a social media you may not have considered before.

Where is Your Competition?

Look for the social media platforms that your competitors participating in. What are your competitors doing on those platforms? Is their audience responding positively? What are they doing right or wrong?  These are all questions you should ask yourself when looking into competitors’ social presence.

Here, again, you will be able to use Social Crawlytics to look into their social activity and gain a better understanding of where your audience might be. HubSpot has a helpful guide that demonstrates how to analyze your competition on social media; it’s worth your time to check it out.

As important as it is to see what your competition is doing, it is just as important to realize that they may be missing opportunities. Be sure to note which platforms they are on and which ones they aren’t on. At the end of the day you don’t want to be copying your competition, you want to differentiate yourself from them.

 

Test Drive

Have a list of social media platforms that you think might be a good fit for your business? Take them for a spin! Sign up with personal accounts and dive into the world of each particular social network. You will be able to dive deeper into audience behavior and your competitors’ strategies.

So what should you do? Stalk them. Well not really, but if you know who some of your most influential customers are, take a look at their social activity. Where are they? Who do they follow? Do they engage with other brands? Do they have more than one profile across different social platforms? This will help you better understand how certain customers act on each social network.

During this testing period you should follow your competitors as well. This will give you a better idea of how active they are, how engaged users are and how many followers they have. You can also look into their biggest advocates. How do they show support for the brand? Is there something that you could be doing better than they are? Do those influencers follow other brands as well?

This is a great time to learn behaviors as well as etiquette for each particular social media platform. You don’t want to be that brand that misuses hashtags(#) and web acronyms.

Social Media Test Drive

Evaluate

What could possibly go wrong? This is a question that you should take very seriously. A lot can go wrong; just take a look at some of the biggest social media fails of 2012. Don’t fret, there were plenty of wins that outweigh the losses.

Be sure that you understand the reason behind why people engage on each platform. Also know what ticks them off. After taking the time to look into each of the networks, you will be able to evaluate which platform will be best for your business. The best suited platforms should be those where your audience is engaged and open to participation with brands.

The winning platforms should allow for easy integration and most importantly, should be helpful for your customers. At the end of the day you want to be able to get the best information out there to your audience.

Devote Time

Before you make your final decision on choosing which platform(s) to choose, take an honest look at how much time you will be able to devote to stay active on social media.  Do not overstretch yourself. Using only one platform and staying active on it is preferable to creating multiple pages and leaving them abandoned. Social media interactions happen in real time.

Are you prepared to engage your audience and take advantage of timely opportunities? If you are in charge of choosing a social media platform for your business, you should also look into the amount of time it will take to build a following and effectively integrate it with all of your other marketing efforts.

Know that social media is not a “set it and forget it” solution. The best social media managers are those that devote the time to listen to users, plan campaigns, test various tactics, analyze data and do it all over again. In short, the right Social Media strategy takes up time, and lots of it.

Have Fun

Social Media opens the front door of your business and shows it to the entire world. People enjoy seeing brands that have personality. The social media that you decide to be on will be a platform from which to portray your personality.

As you can see, a brand like Taco Bell will be more active on Twitter as opposed to LinkedIn. So don’t be afraid to have some fun! I hope the daunting task of choosing a social media is lightened with this simple guide.

Have you chosen a social media platform for your business? Do you have any personal success stories or disaster stories on Social Media? Did I leave anything out? Let me know in the comments section.

 

Images from: Jev55 and PDXdj.

The post Choosing The Right Social Media Platform For Your Business appeared first on Dalai Group.

]]>
http://dalaigroup.com/choosing-the-right-social-media-platform-for-your-business/feed/ 0
Should You Focus on Hispanics in Search Marketing? http://dalaigroup.com/should-you-focus-on-hispanics-in-search-marketing/ http://dalaigroup.com/should-you-focus-on-hispanics-in-search-marketing/#comments Wed, 10 Apr 2013 21:29:42 +0000 http://dalaigroup.com/?p=4371   I came across this unanswered question a while back on Quora: Why is there a need to focus on Hispanic Search? I was surprised to see that it didn’t have a single response, especially given the fact that it was asked over two years ago. While there can be […]

The post Should You Focus on Hispanics in Search Marketing? appeared first on Dalai Group.

]]>

Targeting Hispanics in Search

 

I came across this unanswered question a while back on Quora: Why is there a need to focus on Hispanic Search? I was surprised to see that it didn’t have a single response, especially given the fact that it was asked over two years ago. While there can be many arguments made for and against targeting Hispanics in search, I decided to look at actual examples of companies who are running search ads in Spanish. The following are three examples of Hispanic targeting in search. I hope to shed some light on why other companies are targeting Hispanics and why you might want to as well.

Targeting Hispanics in Search: Carros Usados

“Carros usados” means “used cars” in Spanish. I began with this term because it receives a very high 9,900 exact searches/month in the US alone. My search on Google generated three advertisements on top of the organic results and many more on the right side. This means that there is healthy competition for a popular search term in Spanish. Score one point in the argument for reaching Hispanics in search – your competitors might be doing it.

After a closer look at a few of the companies you can see a willingness to reach out to the Hispanic market, but not always proper execution. Some of these companies are actively reaching out to Hispanics with websites in Spanish and social media accounts in Spanish but it seems that others have made efforts on a much smaller scale. For example, AutoTrader.com has a Spanish ad and a Spanish landing page, but no website dedicated to Hispanic customers. Digging a little further I found that AutoTrader has a Twitter in Spanish that has not been updated since November of 2011, and has a low number of followers.  Toyota, on the other hand, seems to have a long track record of reaching out to Hispanics, with some very successful campaigns. A quick look at their web presences shows a website that is fully in Spanish and active Spanish social media accounts on Twitter and Facebook. It is clear that some companies are “all in” while others are applying more of a scaled-back approach.

Targeting Hispanics in Search: Vuelos a

The next search term I tested was “vuelos a” which means “flights to”. Again, there was a healthy amount of competition at the top of the page for a term that gets a broad monthly search of 201,000 in the US, and plenty of competition on the sides. I dove a little deeper to see how two different companies were reaching out to Hispanics. The first, cheap-o-air, seemed to have a small portion of their website in Spanish but the majority of their site was in English. The second company, cheap-flights.com, had a landing page that was completely written in English. I found it curious that these two companies would spend money on targeting Spanish speakers, yet not make the effort to create a landing page in Spanish once a user decides to follow through with a click.

One company that seemed to be doing it right was American airlines. Although their ad was at the bottom of the pack, once I clicked there I was happy to see a completely Spanish landing page and website. One thing that surprised me was the fact that a company like Southwest Airlines, who have a Spanish website, would send clicks to their English site. (They didn’t even have Spanish ad copy). I found this odd since Southwest, as recently as of last October, announced that they would be targeting Hispanics.

Targeting Hispanics in Search: Zapatos para correr

The last search I tried was for “zapatos para correr” or “running shoes”. One of the most interesting things that I found about this search term, which gets only 480 broad searches per month in the US, is that almost all of the ads came back in English. I tried again, this time switching my default language in Google to Spanish, only to find that the English ads still outnumbered the Spanish ads. It looked as though these companies were targeting Hispanic keywords but not bothering to write Spanish copy.

With terms that are highly competitive, such as “zapatos para correr”, it is important to differentiate yourself form the competition. I see a huge hole here that only a handful of companies are filling, the need for Spanish copy and a Spanish landing page when targeting keywords in Spanish. I would argue that the brands that make this effort will have an advantage over brands that, as in this example, are simply targeting the keywords and not personalizing the experience.

Is there a need to focus on Hispanic Search Marketing?

The conclusion that I can draw is that yes, there is a need to focus on Hispanic Search Marketing. Why? Because so many companies already are, and so many are doing it wrong. The demand is there, Google’s keyword tool shows us that there are many searches made in the US in the Spanish language per month. The question instead should now be “how best can I reach Hispanics in search?” Three quick searches gave us some great examples of what to do and what not to do. You read it everywhere; everyone knows Hispanics are continuing to grow their purchasing power. The need is there, now companies need to learn how to execute.

Image via jluster

The post Should You Focus on Hispanics in Search Marketing? appeared first on Dalai Group.

]]>
http://dalaigroup.com/should-you-focus-on-hispanics-in-search-marketing/feed/ 0
Spanish Speaking Countries and Online Audience Statistics http://dalaigroup.com/spanish-speaking-countries/ http://dalaigroup.com/spanish-speaking-countries/#comments Tue, 08 Jan 2013 01:28:09 +0000 http://dalaigroup.com/?p=3977 Welcome to our data hub on Spanish Speaking Countries! This page will continually be updated with new content and up-to-date statistics. Feel free to browse the data we have gathered from various resources. All of the information on this page is provided for educational purposes. This post was inspired by […]

The post Spanish Speaking Countries and Online Audience Statistics appeared first on Dalai Group.

]]>

Spanish Speaking Countries
Welcome to our data hub on Spanish Speaking Countries! This page will continually be updated with new content and up-to-date statistics. Feel free to browse the data we have gathered from various resources. All of the information on this page is provided for educational purposes. This post was inspired by Spanish SEO’s resource on Spanish Speakers Worldwide here.

List of Spanish Speaking Countries

Population as of July 2011

Country Population % Spanish Speakers Total # of Spanish Speakers (Est.)
Argentina 42,192,494 99.4% 41,939,339
Bolivia 10,290,003 87.9% 9,044,913
Chile 17,067,369 99.3% 16,947,897
Colombia 45,239,079 99.1% 44,831,927
Costa Rica 4,636,348 99.3% 4,603,894
Cuba 11,075,244 99.9% 11,064,169
Dominican Republic 10,088,598 98.6% 9,947,358
Ecuador 15,223,680 98.1% 14,934,430
El Salvador 6,090,646 99.7% 6,072,374
Equatorial Guinea 685,991 88.1% 604,358
Guatemala 14,099,032 86.4% 12,181,564
Honduras 8,296,693 99.1% 8,222,023
Mexico 114,975,406 98.5% 113,250,775
Nicaragua 5,727,707 97.0% 5,555,876
Panama 3,510,045 93.1% 3,267,852
Paraguay 6,541,591 63.0% 4,121,202
Peru 29,549,517 86.8% 25,648,981
Puerto Rico 3,998,905 99.0% 3,958,916
Spain 47,042,984 98.8% 46,478,468
United States* 3,358,168 10.7% 359,324
Uruguay 23,316,328 98.9% 23,059,848
Venezuela 28,047,938 98.8% 27,711,363

*Predominantly English

Spanish Speaking Countries GDP (Purchasing Power Parity)

Spanish Speaking Countries GDP

Number of Internet Users by Country

Spanish Speaking Internet Users 2011

Total Hours Online per Visitor per Month in Latin America

Total Hours Online per Visitor Latin America

Latin American Audience Online

Composition of Internet Audience 15 and older

Latam Online Audience Average VS Worldwide Average

Young Audience Latin America vs World Average

 

Resources:
http://www.census.gov/population/international/data/worldpop/table_population.php
http://www.internetworldstats.com/stats7.htm
https://www.cia.gov/library/publications/the-world-factbook/fields/2119.html
Comscore Latin America Review 2010

This work is licensed under a Creative Commons Attribution 3.0 Unported License.
All information may be published if the source is properly stated with an active link to Dalai Group.

The post Spanish Speaking Countries and Online Audience Statistics appeared first on Dalai Group.

]]>
http://dalaigroup.com/spanish-speaking-countries/feed/ 0
Three Important Lessons For a First Year SEO http://dalaigroup.com/three-important-lessons-for-a-first-year-seo/ http://dalaigroup.com/three-important-lessons-for-a-first-year-seo/#comments Tue, 23 Oct 2012 20:37:48 +0000 http://www.dalaigroup.com/?p=3919 Your first year as an SEO is bound to be a true learning experience. Here are three of the most important lessons that I’ve learned  from wonderful teachers, countless hours of research and most of all, through practice. I hope these will point you in the right direction as you begin […]

The post Three Important Lessons For a First Year SEO appeared first on Dalai Group.

]]>

3 Lessons Learned

Your first year as an SEO is bound to be a true learning experience. Here are three of the most important lessons that I’ve learned  from wonderful teachers, countless hours of research and most of all, through practice. I hope these will point you in the right direction as you begin your career as an SEO.

Lesson #1 – Relationships are everything

Relationship building is more important than link building. The sooner you realize this the quicker you will be on the road to success in this (and really any) industry. The biggest hurdle that you will run into is building relationships from behind a computer screen.

Being sincere and genuine online is the best advice that I can give you. Building relationships is infinitely easier when you help others. Give a fellow SEO hints and tips that they could implement on their website if they’re on the SEOMoz Q&A boards. Let a blogger know that you’re a fan and that you’ve subscribed to their newsletter. Build relationships with bloggers even if they are not in your industry. Your efforts will only be appreciated if you are REAL. Don’t fake it, be genuine.

Lesson #2 – Great SEOs focus on user experience

In the heart of every SEO there is a trailblazing marketer in the digital age. The best marketers have a knack for understanding what the customer wants and needs at every stage of the marketing funnel. Once you master this type of empathy, you will begin to “get it”.

Rand Fishkin of SEOMoz as well as other industry leaders (Wil Reynolds, Ian Lurie, Neil Patel) continually stress the importance of the user and doing what is best for them. Too many SEOs get caught up in Google rankings as opposed to user intent and experience. We can’t control search engine algorithms, so let’s take control of the value that a website can offer to a customer.

Lesson #3 – Creativity drives success

Search Engine Optimization requires a lot of creativity. This can be the most intimidating as well as exciting part of being an SEO. You are this generation’s Mad Men. To be good at this job you need to constantly be thinking outside the box. Each website is unique and there is no one size fits all solution.

I like to think that creativity is bred out of a mix of knowledge, entertainment and distraction. My personal advice: know the ins and outs of your client and their goals. Next, brainstorm a ton of ideas. Finally, take a breath and go have some fun (at least move on to something different). Repeat this process until you get an “ah-ha!” moment. Many times I have found that it is when I’m not thinking about a client’s strategy that my best ideas come to mind.

Let me know what you guys think about the lessons I’ve learned and post anything else that might be useful in the comments. I’m sure a ton experienced SEOs will have very valuable info to share with our young SEOs in training.

Photo by Cristiano Betta

The post Three Important Lessons For a First Year SEO appeared first on Dalai Group.

]]>
http://dalaigroup.com/three-important-lessons-for-a-first-year-seo/feed/ 1
Dalai Group Relaunches Website http://dalaigroup.com/website-relaunch/ http://dalaigroup.com/website-relaunch/#comments Mon, 25 Jun 2012 19:36:44 +0000 http://www.dalaigroup.com/newsite/?p=3454 We are pleased to announce the launch of Dalai Group’s new and improved website, and with it, our newly designed blog! We hope that you find it easy to navigate and full of useful Internet Marketing knowledge. If you have any questions or concerns you may contact us using the […]

The post Dalai Group Relaunches Website appeared first on Dalai Group.

]]>

Dalai Group Website Relaunch

We are pleased to announce the launch of Dalai Group’s new and improved website, and with it, our newly designed blog! We hope that you find it easy to navigate and full of useful Internet Marketing knowledge. If you have any questions or concerns you may contact us using the contact form here or by e-mailing us at info@dalaigroup.com.

We’re excited about the upcoming blog posts. Here we will keep you up to date with the latest news in the industry, happenings in our company, and anything else that we think will help you stay informed and up-to-date in our ever changing field of online marketing. If you have questions or topics for discussion, we’ll be happy to hear what you have to say! We look forward to lending a helping hand to all you marketing aficionados out there.

The post Dalai Group Relaunches Website appeared first on Dalai Group.

]]>
http://dalaigroup.com/website-relaunch/feed/ 0