Spanglish? Picking keywords for an English website with a Spanish speaking search demographic

[IMM]

I'm putting together meta data for an English website whose target search demographic is the Hispanic market. The website has a Spanish translation as well. When I entered the website into the Google Adwords keyword tool to begin doing keyword research, all keywords returned to me were in Spanish. I am unsure if the meta data keywords I'm preparing for the page should be in Spanish despite the fact that I am preparing the meta data for the English version. Moreover, should there be any mixed Spanish English (Spanglish?) keywords as users might be searching under the English search but in Spanish or with queries that are partially in Spanish?

[RobertFisher]

IMM

My first suggestion will be that you take a step back so you can save a few steps.

You need to be clear as to what you are targeting and here is why: If, your intent is to use Spanish words on English search here in the U.S. (I am in Texas, speak Spanish, handle multi lingual sites, etc.) you need to know which terms are going to return for English, Spanish, or both. Unless you are using a term that readily goes across both languages you need to go either/or there is no Spanglish to speak of. Examples are search on ropas (see screen shot) and you will get both types of languages returns. Change the search to vendes ropas or vender ropas and it is almost all returned as Spanish. Then, search on abogado and you will see English and Spanish sites. (Dumb English speaking sites, yes).

Another question is when you say hispanics, what are you targeting? People from various Spanish, Latin American, or South American countries who now reside in the US and speak Spanish only? Those who speak Spanish and English and are from a hispanic country but living in the US? Or a specific geo target area  of hispanics within the US? Remember that the majority of hispanics in the US speak English as their primary language.

So, to do KW research, you need to get clear on what it is you are selling and to whom you are selling it. Then you can become a laser for the language.

But, I would also say you need to be clear as to how you are translating and what is needed with regard urls, etc. When you have two languages on a site, you need to make sure you handle it correctly.

Hope this helps,

[IMM]

Hi Robert,

Thanks for you reply! Let me clarify things a bit. The company website in question is that of a cell phone service provider in Mexico that is looking to move into the American market. The target demographic for this crossover is bi-lingual and Spanish speakers in the US, particularly those with an interest in international calling. Given the strength of the brand in Mexico, it will likely be most recognized by Hispanics of Mexican-origin. Looking at the groups you differentiated above I also see the two following as standing out:

• People from various Spanish, Latin American, or South American countries who now reside in the US and speak Spanish only?

- Those who speak Spanish and English and are from a hispanic country but living in the US?

I was wondering if search within these demographics might include queries that were partially in Spanish and/or Spanish queries typed in English search. If this is the case how should I adapt my keyword research?

Best,

Sherry

[RobertFisher]

Sherry,

First, you are going to use Google US or Google Mexico. Next, you are looking for odd queries that will not exist. Try searching on ropas and then vender ropas. Or try searching on abogados. What you will see is that the results are all over the place. The most telling is ropas - search returns everything from the designer by that name, rock/paper/scissors game, ropas (as clothes in ES), etc. If you then look at abogados, you see the attorneys who get multilingual and those who don't. 
I was talking with one of our fluent Spanish speaking SEO's and we stuck in zapatos rojos. (Red Shoes). I am a big believer in what an excellent company Zappos is, but their ad returned a Spanish title with totally English ad.

If you type in English and Spanish, (which is going to be rare, I repeat - rare) you will see what comes up and you can do the KW research on the terms.

I will say to you what I say to many: If this is not something you are strong in, find a company that will work with you and let you learn as you work with your client and them. (Get an upfront agreement that they cannot approach, etc., NDA,). I can tell you I am not too proud to ask for assistance and recently contacted a European SEO firm re a Chinese site we are going to handle. I will work with them as I have no experience in that market or with Baidu directly. You cannot be afraid to say you don't know it all in this business. Trust me, I am here to learn just like you.

Best