Making a search campaign that's been successful in English work in Spanish can be more difficult than simply translating the same words.

Matt Williams, managing partner of search marketing firm Prominent Placement, shares his company's search optimization experience with the U.S. Hispanic and Latin American markets.

Prominent Placement's first Latino market experience took place in 2006, when one of its clients wished to expand their international marketing efforts. The client already had 30 percent of their revenues coming from outside of the U.S., and realized that Latin America was a growth market that deserved expanding upon.

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