First Annual Hispanic Digital and Print Media Conference: [3-A]
Having a great website is not as great when people can’t find it when they type in their desired search terms. As such, users must be able to arrive at your website when searching for stories or features: Jerly Marquez, Media Buyer for LatinVox commented: “Advertisers want to know that their ads are appearing in the places that users are searching. I did a test a few days ago and typed in some of the day’s main stories. None of the top results that came up were Hispanic properties. That needs to change.”
One good way to make sure that your site appears in the user’s results is to experiment with different search terms. This was the message that Sarah Quinn, Account Director, Location3 Media (Hispanic), sought to convey “Many Latino users will search in long-tail, asking a full sentence question about what they are looking for, so purchasing phrases such as ‘money transfers’ and ‘Transferencias de dinero’ can be helpful not just for the long-tail searchers, but also for bilingual searchers.”
What to do once the visitors arrive at your site is another question: According to John Santiago, Co-CEO, Media 8, Given the interactive nature of the Web 2.0 space, companies must embrace technology to engage users: “Consumers will talk about you whether you like it or not. You cannot control this, so the best way to go is to give them the tools to talk about you favorably. Make the information they want easier for them to get. Engage them, or at least have a plan in place to address their complaints when they air them.”
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