Search engine optimization techniques are the cutting edge of webpage design, because they take advantage of the widespread use of search engines such as Google and Yahoo. For most people, the search engine is the only portal into the vast sea of the Internet. Gaming Google’s systems (as well as taking advantage of search psychology) with keyword analysis is essential if you want your website to show up high on the list when people do a search. This is true whether your website is in English, Spanish, or any other language.
Spanish on-page SEO techniques are really catching on, because Spanish keywords aren’t as popular as English keywords on the Internet. Keyword popularity determines the cost of a pay-per-click campaign. The time is ripe for web site owners to use keyword analysis for their Spanish web pages as part of their page optimization efforts.
Conducting a Keyword Analysis for a Spanish Web site
Spanish SEO uses many of the same rules and techniques as SEO in any language, except it has to be pointed toward the online Hispanic market. Start with a list of two or three words that describe the information your site is offering. If it’s a site talking about different ways and recipes for baking bread, “hornear pan” or “horneando pan” is a good place to start.
Using Google’s Keyword Suggestion tool can be a lifesaver, because it can show you the most popular terms. This is especially useful for Spanish page optimization techniques, as there are more conjugations for verbs than in English. Certain conjugations will be more popular than others for certain verbs. The infinitive is always a good bet, as is the present participle ( -ando or -iendo, similar to -ing), but be sure to check for multiple conjugations to find the most popular term.
Of course, you can’t only rely on popularity when doing keyword analysis. Like it or not, the top thirty or so bread baking sites will have the “horneando pan” search monopolized. You have to group your Spanish SEO keywords in sets of 3, 4, or 5 to make sure that you get the online Hispanic market searching for the information on your site.
For instance, if people don’t like what they see under “horneando pan,” or if they’re looking for something more specific like the temperatures to bake bread (“horneando pan temperatura”), baking Easter bread (“horneando pan de pascua”), or even the best Easter bread (“mejor pan de pascua”), you can focus your website and your keywords to those specifics. You can save money this way too, as major keyword phrases tend to be more expensive than targeted keyword phrases.
Targeted phrases, also known as the “long tail” or “search tail” strategy, are the best way for small businesses looking to do Spanish SEO. These involve using your main search term “pan” in conjunction with modifier keywords. This is where knowledge of Spanish grammar is essential. You’re trying to capture the online Hispanic market, so you have to know the natural word order, where to use articles like “a” and “de” and where they can be omitted.
This is all important, because using poor keywords can mean that your online Hispanic market never finds your website. It could have the best information in the world, but if it doesn’t show up on somebody’s first few pages of searching, it will never be discovered.
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