If you have considered paying for Google ads to market your law firm, you already know that law-related search terms are costly. And, according to the inbound marketing company HubSpot, approximately 78 percent of the most expensive keywords relate to the legal market.
If you hope to compete online, then, you must either choose to pay high rates for extremely competitive specific keywords, or you must do something that sets you apart from your competitors. Enter Spanish SEO.
Optimize Your Site for the Language Your Clients Use
SEO is the process of increasing traffic to your website by appearing in search results on Google, Bing and other search engines. To rank high in the results, you need to write content on your site in the language your targeted audience speaks.
Recent data from Google shows that more than one-third of Hispanic users search for information online in their native language. The same data also reports that Hispanic searches are growing across most industries. If you are looking to grow your Spanish-speaking clientele, you must have content on your site written in Spanish.
Spanish-Language SEO Tactics
There are a few key Hispanic SEO tactics you can implement on your law firm’s website to increase traffic.
First, create content in Spanish. This can come in the form of a single section on your site that is in Spanish. Or you could dedicate a subdomain of your site entirely to your Spanish audience. However you do it, know that the more targeted content you have, the better your site will perform.
Second, all of your Spanish content should be unique – do not translate your English content word-for-word. Why not? Google Translate (and other online translation tools) can do the same thing. So set yourself apart from your competitors by working with writers who are native Spanish speakers. They will ensure that the content on your site conveys the right message and tone you need to attract new clients.
Third, research terms to use on your site via the Google Adwords Keyword Planner. You will most likely find that Spanish keywords for your prime practice areas are cheaper than the same keywords in English. You will also find that there is less competition overall. This equates to greater likelihood of ranking high in organic searches, as well as offering the benefit of obtaining affordable paid search.
The Spanish language has many dialects. This is why it is important to work with someone local. A local writer will know the right words to use in the right places to connect with the right audience.
Additionally, optimization means much more than using the right search terms on each page. Make your content mean something – don’t just write to write. If you create content that is relevant to you and your audience, you will inevitably have content that is shareable. Social sharing has the added benefit of spreading the word about you at no added cost.
Bonus Tip: Optimize Your Site for Other Languages
While Spanish is the second-most spoken language in the state, there are numerous other foreign-language speakers who also need legal help. Like most potential clients, those individuals will turn to the Internet to search for lawyers online. They will most likely then search using their native languages.
So which other languages should you consider when optimizing your website? The answer to this largely depends on the specific demographics in your immediate area. In Minneapolis, for instance, there are large Hmong and Somali populations. Minneapolis also happens to have the largest Laotian population in the United States.
Think Outside the Box to Gain a Competitive Edge Online
No matter how you look at it, you need to start getting more creative about the ways in which you drive traffic to your website. One way to do so is to tap into currently underserved populations through the use of targeted, foreign language SEO services. The time to act is now, while the competitive edge still exists.