Iimarike ze-intanethi ze-Hispanic-Ikamva lilindile!
Kuyaphawulwa, ukuba ukusukela ngo-2015, i-US ithathwa njengesizwe esikhulu sesibini esikhulu kunazo zonke esithetha isiSpanish emhlabeni, esandulelwe yiMexico kuphela. Baninzi abantu abathetha iSpanish abathetha ulwimi lwabo e-US kunokuba luza kuthethwa eSpain, njengoko kuphawuliwe kuphononongo oluxeliweyo lwe-Instituto Cervantes, eseSpain.
Ukusukela oko eli nani liye laba yinyaniso, abantu abathetha iSpanish e-US bayaqhubeka nokukhula ngokukhawuleza. Urhwebo lwe-E okwangoku lumele malunga ne-500 yeebhiliyoni zeedola kwindawo yentengiso, kunye nokumelwa kweentengiso zizonke ze-11% kwintengiso kunyaka-mali odlulileyo. Ukubonelela ngeqonga le-ecommerce ukuya kwizigidi ezingama-50 okanye ngaphezulu kwabemi bomthonyama baseMelika abathetha iSpanish, kwenza ingqiqo yezorhwebo nezoqoqosho. Iiplatifti zokuthengisa e-US azikayithathi indlela yokusebenzisa iilwimi ezininzi, kwaye oku kubonakala kwiisayithi zangoku ze-2,45% zase-US ezibonelela ngeelwimi ezininzi. Nge-17% ngesiNgesi nangesiSpanish, i-16% yesiFrentshi kunye ne-8% kwisiJamani, kwezi 17% zabathengisi be-elektroniki baseMelika abathetha iilwimi ezininzi, abathetha iSpanish, bayasebenza kwisiseko somthengi wokungenisa elizweni.
Yeyiphi indlela yokulungiselela iqonga leelwimi ezininzi –
Yeyiphi indlela yokulungelelanisa iqonga leelwimi ezininzi
Ukusuka kumbono ongekho semthethweni i-US xa ithelekisa, isalela ngasemva uninzi lwehlabathi ngokwembono yeelwimi ezininzi kwi-intanethi. Ubume bolwimi bufanekiselwa ngabanini bamashishini base-US ukuba benze umnyhadala endaweni yesiNgesi njengeyona ndlela iphambili kunye nezinye iilwimi ezisesekondari.
Unokuziva ngathi le nto iyinto engalunganga xa ufuna ukungena kwimarike yase-US usebenzisa indawo yolwimi lwesiNgesi, nangona kunjalo ukuphuhlisa indawo yobuhlobo yaseSpain kunokuhamba indlela ende ekuqinisekiseni imbuyekezo enkulu kwiintengiso kwimarike yaseMelika.
Ukupapasha ivenkile yakho ye-intanethi njengeelwimi ezimbini ngokupheleleyo ngaphandle kokujikela kwitoliki kaGoogle, kuya kufikelela kwimarike yokhetho kuwo omabini amanqanaba eelwimi. Ngesi sizathu siye sathobela uninzi lweengcinga kunye neengcinga malunga nendlela yokungena kwindlela yokuthetha iilwimi ezininzi kwaye sichaze ubukho bakho kwi-intanethi ngendlela ethembisayo nesebenzayo.
Iilwimi ezininzi zaseMelika-isiNgesi ukuya kwiSpanish
Uninzi lwezigidi ngezigidi zabantu bomthonyama baseMelika abathetha iSpanish banokusithetha kakuhle isiNgesi, kodwa bakhetha ukugcina ujongano lwabo lusekwe kwiSpanish. Abantu abathetha iilwimi ezimbini baseMelika banokuncokola ngesiNgesi, kodwa ujongano lwesoftware apho izixhobo eziphathwayo kunye neePC zinokugcinwa ngeSpanish.
Iimpawu zikaGoogle zikwabonisa ukuba ngaphezulu kwe-30% yokusetyenziswa kwemidiya ngaphakathi kwe-US ifunyenwe ngabaphequluli kwiiplatifti zeSpanish kunye nesiNgesi ezitshintshileyo ezifana nokujonga iphepha, ukukhangela, imidiya yoluntu kunye nokuthumela imiyalezo.
1. Ukulungelelanisa i-SEO kwiSpanish
Njengenjini yokukhangela, uGoogle ubhaqa useto lolwimi lwesikhangeli somsebenzisi kwaye emva koko unike umxholo oku engqondweni. Inqaku nantsi: i-SEO yakho inokuba nobunzima e-US ngaphandle kweSpanish njengokhetho lokuququzelela. Izibonelelo zesayithi yakho ngeSpanish zinengeniso eninzi kwiimarike zakho ezinkulu zase-US.
Ukuba ngenene ufuna ukuya kubamba indawo ephambili ngaphakathi kwimakethi yabathengi abathetha iSpanish yase-US, kuya kuba kuhle ukuba ulungelelanise i-SEO yakho yolwimi lwesiSpanish (i-ConveyThis inokusebenza okuzenzekelayo okwenza konke oku). Ukuba nenqanaba lakho le-SEO liphezulu kuzo zombini iilwimi, kuya kuba nenzuzo enkulu kwiivenkile zakho ezisebenziseka lula iqonga leSpanish. Ii-injini zokukhangela zaziswe ngobume bakho bomsebenzisi waseSpain kwaye zibamba ingqalelo yomthengi wakho olindelekileyo.
2. Jonga ezo zalathi zedatha
Emva kokuba iivenkile zakho zicwangciswe ngoguqulelo olululo, ukugcina irekhodi yezalathi zedatha malunga nokusebenza kwiinjini zokukhangela zolwimi lwesiSpanish kunye nezinye iisayithi zesalathisi sedatha emeleyo, kuya kubaluleka kuwe.
Ukulandelela ukhetho lolwimi lomsebenzisi kwindawo yakho, iGoogle Analytics sisixhobo esihle kakhulu. Oku kuquka nendlela abayifumene ngayo indawo yakho, umzekelo ngeGoogle okanye i-backlink esuka kwenye indawo njalo njalo. (I-Google Analytics ngendlela yinguqulelo yasimahla kwaye ibonelela malunga nayo yonke into efunekayo kwishishini elincinci ukuya kweliphakathi). Kukho amanqaku amaninzi onokukhetha kuwo. Vula ithebhu ethi "Geo" ebekwe kwindawo yolawulo ukuze ubone izibalo "zolwimi":
Imarike ebalaseleyo - iSpanish kwi-intanethi
NgokukaGoogle, i-66% yabasebenzisi abathetha iSpanish base-US, baqaphele ukuba bajonga iintengiso ze-intanethi. Ukusuka kuqwalaselo olufanayo, uphononongo lubonisa abantu abathetha iSpanish-isiNgesi ukuba basebenze ngakumbi kumaziko orhwebo entengiso. Ngaphaya koko, uGoogle ukwaqaphela uphononongo oluvela kwi-Ipsos ukubonisa ukuba iipesenti ezingama-83 zabasebenzisi be-Intanethi base-Hispanic baseMelika, basebenzisa iisayithi ezikwi-intanethi ngeefowuni zabo, ezimele ezona venkile bakuzo. Bade bakhangele ulwazi lweemveliso ngelixa bekho ngokwasemzimbeni evenkileni.
Ngevenkile ye-intanethi yaseSpain, ukukhangela kuya kuba yimpepho . Abasebenzisi baya kuyifumana ikhululekile kwaye isebenziseka lula ukujonga ulwazi lwemveliso kunye nokuthenga.
Ukuyila indawo yakho yentengiso kwiqonga leelwimi ezininzi, kwaye ngokubhekiselele kumxholo wesayithi kunye nokugcina engqondweni iintengiso eziphumayo, kuya kuzuza kakhulu kwinqanaba leelwimi ezimbini. Ezinye izinto kufuneka zigcinwe engqondweni nangona ngokubhekiselele kwintengiso yase-US ethetha iSpanish.
1. Iyantlukwano-Ulandelelwano lwemini
Ukukwazi ukuncokola ngeelwimi ezininzi kusenokuzisa inkalo enxulumene nenkcubeko engqondweni. Yinto engokwemvelo ukuziva uyinxalenye yendawo enjalo. Abantu baseSpanishi baseMelika baya kuyiqonda kakuhle le ngcamango njengoko bethetha zombini iilwimi ngokutyibilikayo.
Unale nto engqondweni, izinto ezinje ngephulo elichasene neendlela zokubolekisa ngemali, elisebenzayo kwisiXeko saseNew York, zizisa umyalezo owahlukileyo onokubonisa okufanayo ngesiNgesi neSpanish, kodwa malunga nemveliso, ingcinga engaphezulu inokufuneka.
Umthombo: https://www1.nyc.gov/site/dca/media/combat-predatory-lending.page
Abakhangisi bayakuqonda oku kwaye bacwangcise ngokufanelekileyo amaphulo abo entengiso ngokufanelekileyo, oko kuya kubandakanya iinguqulelo zeSpanish zeentengiso zabo. Basenokusebenzisa abadlali abahlukeneyo kunye neemodeli ezibandakanya izixhobo ezinjengezilogeni, ukwahluka kwemibala kunye neskripthi/ikopi eyahlukileyo kweyesiNgesi.
Umzekelo omhle nguPayless ShoeSource. Ziyivenkile yesaphulelo yezihlangu ezibekwe ngaphakathi e-US Kukho imarike yokugxila yayijoliswe kubathengi base-Hispanic abane-TV kunye nentengiso ye-intanethi ngokuyinhloko igxile kwimarike ye-Hispanic kunye nabancinci abathetha isiNgesi.
Inkqubo - ukusekwa kwezicwangciso zentengiso ze-Hispanic ezijoliswe kubathengi ezithe ngqo kwaye zikude neengcamango zesiNgesi, zinedatha yokuxhasa iprojekthi enjalo.
I-ComScore, inkampani yokulinganisa idatha, inolwazi lwamanani malunga namaphulo entengiso: La maphulo athengiswa ngeSpanish kuphela, avela kwisiNgesi kwaye apho imarike yonke yase-US kwaye "itshintshiwe" ukuze ihambelane neenguqulelo zeSpanishi, kunye nokubhaliweyo kunye Incoko yababini eguqulelwe kwisiSpanish ukusuka kumbhalo wesiNgesi.
Njengoko kunjalo, isiphumo sabonisa ngaphandle kwamathandabuzo abaphulaphuli bolwimi lwesiSpanish, uhlobo lokuqala, babenamaqhinga afakwe kwizinto abazithandayo.
Umthombo:https://www.comscore.com/ita/Public-Relations/Blog/Advertising-Strategies-for-Targeting-U.S.-Hispanics
Ngokubhekiselele kutoliko lwemetric, iComScore's “lift in Share of Choice” ibhekisa kunyuso lwepesenti “kwiSabelo sokuKhetha”. Oku kunikezelwa njengomlinganiselo wabathengi phakathi kweqela lofundo-nzulu elijolise kuphawu oluthile okanye iphulo kwaye bachonge oku njengophawu okanye amaphulo abawakhethileyo ngakumbi.
Ngeliso kwigrafu yeComScore engentla, umntu othetha iSpanishi waseMelika uya kuthi njengomthengi atsaleleke kwaye achonge kunye namaphulo ajoliswe kumthengi othetha iSpanishi.
Ke zeziphi izifundo ezifundwayo koku malunga nomboneleli wokuthengisa okwi-intanethi, ngoku ongena kwimarike yabathengi baseSpain base-US? Ewe inyani ihleli, ulungelelwaniso lolwimi sisiqalo esiqinileyo seendaba zaseSpain kwaye ikopi kufuneka ilandele ngokusondeleyo kulo mba.
Njengoko kuphawuliwe kuphononongo lukaGoogle olunxulumene ne-66% yokuphendula, njengoko ilinganiswe kwiintengiso ze-Intanethi ezithetha isiSpanishi, ikhanyisa imiba yenkcubeko nayo. Ngolu gxininiso engqondweni, izinto ezifana "nokutya, izithethe, iiholide kunye nosapho" ziphezulu kwimenyu kunye noluntu lwase-Hispanic-American.
2. A. Nyathela kwicala elifanelekileyo
Njengoko kuphawuliwe ngaphambili, kunye nemeko yemveli ethetha iSpanish ebonisa ukukhula olomeleleyo ngaphakathi kwe-US- amagama ebhrendi anembonakalo enengeniso kule ntengiso. Kukho inkcubeko enomdla kakhulu yolwazi lwentlalo yolwimi lweSpanish oluvela kumabonakude, unomathotholo, iiwebhusayithi kunye nezinye imidiya.
Njengoko kuphawuliwe kwingxoxo yangaphambili, uphononongo lweComScore lukwabonise inyani yokuba intengiso ye-Intanethi yolwimi lwesiSpanish yenza ngcono kunomabonakude kunye nonomathotholo ngoku. Singasathethi ke ukuba intengiso ye-intanethi ekhethekileyo ngesiSpanish yeza nokalisho njengoko kubonisiwe phantsi kweSabelo soKhetho ngokubhekiselele kunomathotholo, iintengiso zeTV phantsi kweebradi ezifanayo kunye namaphulo.
Ngokwengxelo, i-BuildWith.com, yaqaphela ukuba i-1.2 yezigidi zeewebhusayithi zase-US ziyahlolwa ngeSpanish . Oku kuvela ngaphezu kwe-120 yezigidi zeendawo zesayithi ngaphakathi kwe-US kunye neendawo ezibalelwa malunga ne-1%. Ukuthathela ingqalelo isixa sokusetyenziswa kwe-intanethi ngabantu baseMelika abathetha iSpanish, oko kuyalondolozeka ukuba kuncinci kulungiselelwe intengiso yabo. Imithombo yeendaba ekwi-intanethi yolwimi lwesiSpanish enxulumene neewebhusayithi kunye neentengiso ezidibanisa iiwebhusayithi, ngokuqinisekileyo zilele ngaphandle kwenani elikhulu labasebenzisi abathetha iSpanish. Imakethi ivulekele ukukhula phakathi kwecandelo elikhulu labasebenzisi abathetha iSpanishi.
3. Ukulungelelanisa ukuhamba kolwimi lweelwimi ezimbini
Iphawulwe kwingxoxo yangaphambili, isixhobo semidiya ukuya kwi-SEO yolwimi lweSpanish njengesetingi yolwimi olungagqibekanga, njengeSpanish. Ukujongana ngakumbi nesidingo sokuphucula unxibelelwano ngokulungelelanisa izixhobo kumxholo wabantu abathetha iSpanish.
E-US indlela yokusetyenziswa kweelwimi ezimbini njengesicwangciso soshishino, iya kuba kukufumana uncedo lwabantu abantetho isiSpanishi abakhululekileyo ngolwimi kunye nezinye iimeko kunye noluntu kunye neenkcubeko zabo.
Ukwandisa le ndlela yokufundisa, ifomathi yokutshintsha imeko inokuma ngaphandle kokulungelelaniswa kwiqonga lojongano lwesicatshulwa kunye neendonga zokuqonda kwinqanaba leelwimi, ngamanye amagama-enxulumene nolwazi kunye nomxholo obhaliweyo kodwa ngokujija Yamkela ngokusondeleyo imeko-bume enxulumeneyo. Kweli nqanaba, ifilosofi yokuthengisa i-wining kwiziseko zabathengi iya kuba luncedo ngaphakathi kwesiNgesi kunye ne-Hispanic idiom yomsebenzisi.
Ngaphandle kokumelana nenyaniso yokuba ukutshintsha umxholo kufuna indlela ekhethekileyo kumanqanaba amaninzi kwaye ungalibali ukuba ukuqonda kubasebenzisi beemarike, kwaye kulo mzekelo umthengi othetha iSpanishi, uya kufuna uphuhliso lwephulo kwiimfuno zabo.
3. Gcina izipho zakho ze-intanethi ziphezulu
Izixhobo zorhwebo zibhekisa kwi-Univison eneentengiso, intengiso kwi-intanethi ye-El Sentinel kunye nokusetyenziswa kwe-Google Adwords ukubamba iimarike ze-Hispanic, nangona kunjalo ukuqinisekiswa komgangatho ligama likamama apha. Ukutsho, amava akho ewebhusayithi kufuneka abe akhethekileyo kumthengi wakho othetha iSpanish.
Inkampani yokuDala i-Lionbridge, egxile kwi-Globalization kunye nemiba yomxholo, ibandakanye uphando ngaphakathi kweenkcukacha-manani zosasazo ze-intanethi ezigxile kumsebenzisi we-US Hispanic apha kukuba ukungaguquguquki ligama le-buzz kunye neemarike ze-Hispanic. Nikezela ngenkonzo eyongezelelekileyo kumthengi wakho othetha iSpanish kumxholo oqhelaniswe neSpanishi, ngokufanayo necala labathetha IsiNgesi, eliya kubandakanya isiseko sewebhu ngeSpanish kwimarike yakho.
Iinkcubeko ezahlukeneyo - iindlela ezahlukeneyo
Ngokwembono yobugcisa kuphela, imiceli mngeni inokuba sisilwanyana esahlukileyo, ngakumbi malunga nemiba yokuququzelela amaqonga eelwimi ezininzi ngaphakathi kwephepha elinye. Ukuqaphela izinto ezifana nezibonisi zephepha kunye nobude bemihlathi, iimodyuli zovavanyo lwezihloko kunye nezinye iindawo.
ISoftware ngokuxhomekeka, izinto ezimbalwa zinokuhamba indlela ende ukulungelelanisa inkqubo. (I-Squarespace, Webflow kunye ne-WordPress ukubiza ezimbalwa). Isiphelo kukuba notshintsho olugudileyo kunye nokulula ukusetyenziswa kweli qonga leelwimi ezininzi zesiNgesi neSpanish.
Ukuqonda umxhasi
Uthathela ingqalelo umba woyilo, iindlela zokuphelisa ukusabela kwabasebenzisi ngaphakathi kolu luhlu lweendaba kufuneka ziqondwe. Sinamaqhinga ambalwa anokunceda kolu phuhliso- oku kuya kubandakanya imidiya ebonwayo ngolwimi olukhethwayo (sibonelela ngoncedo ngaloo nto), kubandakanya iivorms, popups kunye nezinye izixhobo onokuthi uzifune kwindawo yakho.
Ukuqonda iilwimi ezininzi-Indlela eya phambili
Ungabi sisithethi seSpanish ngokwakho, indawo yakho inokuhambelana ngokupheleleyo nentengiso yakho kanye njengecala lesiNgesi. I-ConveyThis.com sisixhobo esihle kweli cala lophuhliso kwaye ibonelele ngoguqulelo olukhulu kwindawo yakho yeSpanish kubandakanya iilwimi ezininzi ukuba uyafuna, kwaye usebenze kwideshibhodi yakho. Uncedo oluvela kumguquleli womthonyama othetha isiHispanic ukuze aqinisekise indawo yakho luluvo olulungileyo.
Ukusuka "kungasetyenziswanga kwaye kungasetyenziswanga" ukuya kwiSpanish-English boom yeelwimi ezimbini
Ukugcina iiwebhusayithi zakho ze-SEO kunye nokuguqulela iwebhusayithi kwiSpanish ngelixa ugcina ungqongqo kwi-platform ye-injini yokukhangela yolwimi lwesiSpanish, yindlela eqinisekileyo yomlilo yokuba amandla e-intanethi ngaphakathi kwendawo yentengiso yase-US eneelwimi ezimbini.
Ezi zinokwenziwa ngaphakathi ConveyThis.com , kungakhathaliseki ukuba iqonga elisetyenziswayo. Ngokubhekiselele kwifomu yemidiya, ividiyo kunye nokutshintshwa komfanekiso phakathi kweelwimi ukuguqulela ngokwezifiso kunokwenzeka kunye nomxholo weSpanish kuwo onke amanqanaba ngelixa ugcina uphawu lwakho oluhambelana nesiNgesi kunye nokuma, kwenziwa ngexesha elifutshane.