While U.S. search marketers have devoted most of the attention to optimizing and advertising opportunities in the major search engines of the dominant country and culture, there are certainly fast-growing new markets and untapped opportunities from multicultural audiences in their native country as well as abroad.

Should Latinos be your next target market? If you want to explore new search marketing opportunities, expand with growing economies, and reach young, Internet-savvy consumers, tapping into the Latino market may prove to be one of the best strategies out there today.

Defining the "Latino" market is not an easy task. The term "Latino" today is commonly used to describe both U.S. Hispanics and Hispanics living elsewhere in North, Central and South America; or Spanish-speaking residents of Caribbean islands.

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