A problem with traditional translation and language services companies is that they’re too interested in language alone. It seems strange to say it, but language services by themselves are not very marketable.

Rather it’s when language overlaps with other professions and business categories that marketable services are created. We see this with interpreters and the legal system for example. Products targeting multi-language markets create a need for localization services. Numerous examples of this principle can be cited.

Bilingual recruiting services are another. The need for English-Spanish language speaking employees exists with US companies seeking to do

business with the US hispanic market, much of which prefers Spanish language interaction. Two-thirds of Latin America is predominantly Spanish speaking. Worldwide around 500 million people speak Spanish. US companies interested in doing business with this sizeable in-part-language-defined market need language skills represented in their work force.

Thus a growing service offering for Affinity Spanish is bilingual employee recruiting. Here language overlaps with an established business category — that of employee search and recruiting. My original point you may recall.

Looking back over recent posts I note several on the topic of English-Spanish bilingual search engine marketing. I guess it’s a particular area of interest for me right now. Our company recently signed two new automobile dealer accounts to help them with their search engine ranking. Something on the order of 90% of new car purchases involve an internet search so the interest in ranking well is understandable.

In markets where the Hispanic population is significant, bilingual English-Spanish search promotion extends the benefits of traditional search engine marketing. Not all Hispanics prefer Spanish language content, though many do. Even Hispanics who are  bilingual may connect better with messages written in Spanish if it’s their first language.

In any case bilingual automotive search engine marketing is a current focus for our company. For readers interested in reading more click here for a descriptive listing of services.