According to recent U.S. Census Board data (October, 2006), the U.S. minority population has reached more than 100 million. At more then 44.3 million, the Hispanic population is the largest of the minority groups (14.8 percent of the overall U.S. population) and the fastest growing - at a rate of 3.4% between July 2005 and July 2006.

Why is it, then, that U.S. marketers are still not catching onto the fact that they need to start paying attention to reaching foreign language searchers, particularly Spanish-speaking audiences? I find it surprising that in 2007 one of my Spanish-speaking colleagues had gone to Google to look for information in Spanish - and ended up having to search in English because the search engines did not return relevant information in Spanish.

This is not the fault of the search engines, but of the marketers. World-class brands are investing millions in Spanish-language Web sites and advertising, but neglect to optimize their sites to enable Spanish language searchers to find them.

Get the full story at MediaPost