Today's post continues where yesterday's left off regarding the state of internet in Mexico, and further down what its advancement means for businesses and SEO. The difference in web use and access between urban and rural areas in the country is great, and closing this gap is important for internet's growth. In cities with more than 15,000 people (where 71% of Mexican homes are) only 40% have a computer and 30% are online. In the almost 190,000 Mexican towns under 2,5000 people, only 6% of the homes have a computer and only 3% are online. Penetration isn't terribly high in urban areas, and the drop-off to rural regions is significant. Reasons are infrastructure, the inability of many to afford computers, and the lack of education in the use of computers within some populations. The government has taken some actions already to make the technology more widely available and has set some goals to be reached by 2015:
- 55% of both urban and suburban homes with at least 5 Mbps broadband access
- Fixed and mobile broadband reaching at least 38 out of 100 inhabitants, with universal access by the end of the decade
- All basic education schools, public health facilities and public offices connected to the Internet, with digital competence curriculum being developed
- 70% of SMBs with over 20 employees having broadband access
Takeaway for Businesses and SEOs
As the internet in Mexico grows there will be more opportunity for everyone as end-users will have access to more information and drive more traffic pushing the web space forward.
- Mexican businesses will be more competitive locally, regionally, and internationally as a result of more online activity and exposure at each level.
- SEO companies that serve businesses with an online presence in Mexico will benefit as essentially there will be more requests for services that increase ranking on search engines and drive more traffic. Thus, they need to stay abreast of developments in the Mexican market and cater their international SEO services to the needs of these businesses. Included in this is the use of social media in the country, as more users come online, trends regarding platform preference and behavior tendencies will become apparent and should influence internet marketing strategy in the region.
- Local SEO is enormous and I expect that to be one of the first elements of the developing Mexican market to catch fire and take off from its current degree of utilization. More businesses will be online and more will want to optimize for local. This will be aided by the expected increase in mobile smartphone penetration and searching on the devices similar to the mobile trends in other markets. SEO companies can leverage local directory placement and additionally employ geo-targeting practices.
For more information on internet in Mexico, how SEO can improve your Mexican online presence, or how marketers can negotiate the challenges associated with expanding their online presence in a new market like Mexico, reach out to me directly at firstname.lastname@example.org.