For the past few years, we’ve dedicated resources to offering true bilingual SEO for our Spanish-speaking attorneys and studied the results.
What we’ve found is pretty incredible.
- Competition for Spanish keywords is substantially lower
- It’s much easier to rank for high-value keywords – you can get to the top of Google sooner
- There’s a higher conversion ratio on Spanish-language pages
Bilingual SEO presents a huge opportunity for all law firms, but specifically those focused on immigration law firm marketing.
There is a huge market for Spanish-speaking attorneys in the United States that is not currently being serviced…but our clients are quickly filling that gap, including through marketing your firm to Hispanic clients.
RESULTS
Not only is it easier to rank for high-value keywords in Spanish, we’ve learned that these users convert at a higher ratio.
CHECK OUT THESE NUMBERS:
Our client saw a 7.4% conversion rate on Spanish pages – more than 2x the rate on their English pages! See a bilingual SEO case study for the full breakdown.
Again – an almost 8% conversion rate on Spanish pages for another client!
PROCESS
The process on our end is straightforward: everything we do for our English-language content, we do for Spanish content. Specific Spanish keyword research, optimized content creation, re-optimization of that content as time passes…the whole nine yards.
If you think you can simply set up a Google Translate app on your site and reap the benefits, think again. Spanish content on your site needs to have its own ‘home’ as a dedicated page, and Spanish keyword research is essential in order for a bilingual strategy to be effective.
FINAL TAKEAWAYS
- There is massive opportunity in bilingual SEO for Spanish-speaking firms, especially in the immigration space.
- With less competition for keywords and higher (to the tune of 2x!) lead conversion rates, it’s a no-brainer.
- If your firm has bilingual staff, start exploring the bilingual SEO game NOW to maximize this opportunity.
