President Donald Trump signed an executive order this week declaring English as the official language of the United States. While English has always been the dominant language, the country had never had an official language at the federal level—until now. This decision, aimed at promoting national unity while saving federal funds, could have far-reaching effects, especially in Hispanic marketing, digital content production, and Spanish-language SEO.
With the potential reduction or elimination of Spanish-language content on government websites, businesses that serve Spanish-speaking consumers must prepare for a shift in the digital landscape.
The Hispanic marketing agency Hispanic Market Advisors analyzes the impact of this measure and the opportunities it creates for brands looking to connect with the Latino community.
Will the Government Remove Spanish-Language Content?
Currently, government agencies such as the Social Security Administration (SSA), the Internal Revenue Service (IRS), and U.S. Citizenship and Immigration Services (USCIS) provide resources in Spanish. However, with the officialization of English as the primary language, the government may stop translating and maintaining Spanish-language versions of its websites. This would make it harder for millions of Spanish speakers to access critical information about taxes, immigration, social benefits, and other essential services.
An Opportunity for Businesses
If Spanish-language government websites disappear from search results, businesses and nonprofit organizations have the opportunity to fill that gap. The absence of government pages in Spanish search engine results pages (SERPs) will allow businesses that invest in Spanish SEO and content marketing to gain greater visibility.
“Companies that offer legal, financial, and healthcare services can now position themselves as key sources of information in Spanish,” said Sebastian Aroca, MIB, president of Hispanic Market Advisors.
Key Strategies to Reach the Hispanic Audience
To attract and retain Spanish-speaking audiences in this new digital landscape, Hispanic Market Advisors recommends:
- Investing in Spanish SEO – Businesses should optimize their content with relevant keywords such as immigration lawyer, health insurance for Hispanics, and how to file taxes in the U.S. to attract high-quality traffic.
- Creating Spanish-language content – Publishing blogs, guides, and videos in Spanish will help brands establish themselves as industry leaders.
- Having a bilingual website – Ensuring that a website is available in both English and Spanish enhances the user experience for Spanish speakers and increases customer conversions.
- Leveraging Spanish-language social media – Platforms like Facebook, Instagram, and TikTok have a large Latino community. Companies can boost engagement with Spanish-language posts, ads, and videos.
- Using paid advertising for Spanish speakers – With fewer free government resources in Spanish, Hispanic consumers will turn to commercial services. Businesses that invest in Google Ads and Facebook Ads in Spanish can effectively capture this audience.
A New Era for Hispanic Marketing
Trump’s executive order could present challenges for the Hispanic community, but it also opens new opportunities for businesses that know how to adapt.
