Gusto Spotlight
How We Boosted Traffic and Conversions
in the US Hispanic Market
The Challenge
Our client, Gusto, provides a cloud-based payroll, benefits and human resource management software for businesses. It operates across all 50 US states.
The US landscape is rapidly diversifying, with the Hispanic population being one of the main drivers behind this change. Not only is Spanish now the second-most spoken language in the US, but the participation of Spanish-speaking businesses in the economy is growing.
Gusto wanted to tap into the growing US Hispanic market by localising some of its content into Spanish, with the aim of boosting website visibility with Spanish-speaking business owners and increasing conversions.
The Solution
We combined on-page SEO with content localisation to boost the client’s website visibility, attract more organic traffic, and improve search engine rankings.
30 top-of-funnel pages were included in the initial pilot project.
The client was so happy with the results that we have subsequently completed four more projects and are currently awaiting budget approval for two more.Plans to expand the collaboration to include other widely-spoken languages in the US (e.g. Chinese, French, Vietnamese) are also actively being discussed.
Execution
- We started by obtaining sample translations to select the right translators for the job.
- We conducted keyword research, followed by keyword mapping.
- We checked that the website was not already ranking and producing traffic from the target keywords, in order to avoid duplication issues.
- We localised and optimised titles, meta descriptions, on-page headers and image alt tags.
- We performed SEO-friendly translation (with input from the above work) on the on-page content.
The Results
28%
increase in incremental traffic to the corresponding English-language pages
33%
higher click-through rate for the Spanish-language pages, compared to the corresponding English-language pages
7.5%
increase in conversions
"SEO traffic to these pages have contributed +28% incremental visits to the corresponding US English-language articles. That is HUGE! I really appreciate your hard work and patience as we build our localisation muscle here at Gusto!" — Kirill Kronrod, Head of SEO, Gusto.
Project Type:
SEO
Country/Region:
United States
Industry:
Technology